The Good News For Women and Girls in Sport

March 29, 2024

We’re wrapping up Women’s History Month with a roundup of great news for women’s sport and personal perspectives from girls participating in sport for social change programs run by some of our partners. From the professional experience to the grassroots, we’re taking a moment to celebrate standout sporting experiences for women and girls globally.

In the professional game, women’s sport is booming, with records being smashed for coverage, engagement and investment alike across the 2023/24 seasons. This trend is set to continue: a Deloitte report predicts women’s sport will break the £1 billion revenue mark this year, representing a 300% increase on the 2020 valuation. With investment comes steps towards equity: the upcoming Paris Olympics is one example with women set to compete in equal numbers to men for the first time ever.

Studies are showing that girls are getting–and staying–involved in sport in greater numbers, thanks in part to an increase in higher coverage of women’s sport. One of these, a study of 500 UK girls shows that 83% view successful women athletes as personal role models. Likewise, it’s overwhelmingly women who get girls involved in sport, whether it’s via a family member (38%) or a high profile athlete (over 50%). With the rise in investment and accessibility, there are signs these numbers could grow dramatically.

These records and achievements matter for many reasons. They matter for the women athletes who have increased security and confidence in their careers. But seeing women excel fully and earn fairly also matters to spectators of every gender. For young girls, the adage is particularly true that ‘you can’t be what you can’t see’. And since physical activity is positively linked with cognitive ability and academic performance and much more the benefits for young people extend to many other aspects of their lives.

Given this good news, we checked in with girls participating in programs with some of our grantees to share on the personal sporting moments they’ve found most empowering or joyful. Here’s what four of them had to say:

SARSHA & JESS - Aspire Cairns (Australia)
Beyond Sport Affiliation: Rexona Breaking Limits Program

“My most empowering experience playing sport for Aspire was working hard enough to be selected to be a part of the mentor leadership tour. We traveled from Cairns to Sydney last year and even met the Australian Women’s Hockey Team members – the Hockeyroos! We watched them play, and were invited to coach some young local hockey players. I returned with the goal of being the best hockey player I could, of becoming a great team member and leader.”

Sarsha has grown up through Aspire Cairns’ program, starting at age 9. This year she turned her hand to coaching, passing on her skills to the Under-8 team of First Nation girls being introduced to hockey for the very first time.

“I love seeing the joy young people experience when they engage as part of a hockey team for the first time. Being their mentor, helping to celebrate these firsts with them and breaking down barriers actually gave me the confidence to begin playing an additional new sport: Australian Football League! Recently I played hockey against one of my Aspire students who I had mentored through many challenges, and who had found a way not just to play, but to play at the highest local level as a teenager…it was an unforgettable experience.”

Jess (r.) is an Aspire Mentor and ambassador. She helps students develop life skills through sport and is studying to be a teaching support. In 2022 she was awarded the prestigious Cairns Young Woman of the Year award.

ZAHIA - Superacció (Spain)
Beyond Sport Affiliation: Under Armour – Transforming Young Lives Through Sport

“Coming here fills me up a lot and changes me as a person. It makes me want to keep learning. It makes me feel more alive. Sport is the most important thing for me. It is like air. It gives me life, it gives me energy. It helps to make me feel good and more comfortable with myself.”

21-year-old Zahia moved to Barcelona from Morocco a year ago. Initially struggling to adjust to a new home and cultural environment, she signed up for a course with Superacció and found that the participation transformed her confidence and outlook. Through basketball and a variety of other sports and activities, she now feels motivated with a re-energized sense of belonging.

SOFIA - Box United (USA)
Beyond Sport Affiliation: Head In The Game powered by the Z Zurich Foundation

"In boxing, I really love punching! I love the games, getting to learn new positions and all of us just talking together. Like, if someone says something about their personality that they think is weird, somebody else always says that it’s not weird. It’s cool and encourages them.”

9-year-old Sofia (r.) trains under Box United’s ‘Fight Like A Girl’ program in Chicago, Illinois. It is the only research-backed all girls boxing program with an equal focus on physical and mental wellbeing. Through its innovative dual-focus approach, the organization looks to revolutionize mental health support for girls.