Champions League record crowd: over 90,000 fans at the sold-out Camp Nou in Barcelona. European Championship final: more than 450 million interactions on social networks worldwide and the highest viewing figures on German television in 2022. Sure, it's about soccer. But it's about women's soccer! Something is happening – especially when it comes to women's sports in the media. The spotlight is growing, yet not equally distributed. How the relationship between women, media and sport is slowly changing, where things are moving forward and where there is still a need for action.
All insights at a glance:
It was a close call: About four weeks before the Women's World Cup kicks off on July 20, 2023, FIFA only reached an agreement with the media on TV coverage. Or was the poker game even a good sign for the increased value of women's sports in the media?
The fact is that for years, the numbers of women and girls involved in organized sports have been steadily increasing. At the 2024 Olympics in Paris, the aim is to achieve a 50:50 ratio between male and female participants. Now, one would have to assume that the ratio of women's sports in the media is also moving toward balanced coverage by now. Or?
But perhaps the addition of the word "women" is an indication that not all sports are the same. A look at studies from recent years reveals a clear picture internationally: In the U.S., the women's sport media coverage has increased by just 0.4% since the 1980s, to a share of 5.4% in 2019. In Austria, according to a study by exploristas a similar imbalance exists: 88% of sports coverage is devoted to athletes, while female athletes are significantly underrepresented at just 12%. At the same time, the proportion of women in individual sports is slightly higher at 23%, but in team sports it is lower at 2%. Other studies confirm that there is generally less coverage of women's sports, both in print and on television. Production is also of lower quality, with fewer resources, and women's achievements are portrayed as more trivial.
Of course, there are sports in which men and women have a similar presence, such as biathlon, where women receive roughly the same prize money. There is also coverage in athletics, alpine skiing or tennis, generally more in individual sports than in team sports. Depending on the country, coverage is often linked to outstanding individual female athletes. Examples for Germany are the tennis boom around Steffi Graf or the swimming hype around Franziska van Almsick. And the enthusiasm that the Williams sisters sparked for tennis went far beyond the USA. But there are still sports that are primarily considered male domains. These include Formula 1, ice hockey, cycling and motor sports. But soccer, basketball or American soccer also have a significantly higher proportion of men in the reporting. Typical women's sports, on the other hand, tend to be associated with grace, such as rhythmic gymnastics, gymnastics or figure skating.
The imbalance is related to the fact that a few male-heavy sports dominate media coverage. The "most beautiful side thing in the world" for fans is the main thing in the media: soccer, or more precisely, men's soccer. Other sports get much less airtime. The new popularity of women's soccer thus has a special significance: it combines the popularity of the sport with more attention for women in sports. The euphoria is felt throughout Europe, and at the same time strikes an economic and social nerve.
Taking another step back, one might ask why uneven distribution in the media is a problem in the first place. Whether it's the snippet of a feed post or the livestream on the screen, media shape how we perceive reality or explain it to ourselves. Especially regarding the visibility of women's sports in the media: When we see role models who resemble us, their achievements also seem more attainable to us. In this way, they act as an inspiration for young girls, who only then take up sports. So TV presence also contributes to the development of sports. Moreover, as far as sponsorship deals and competitive sports in many disciplines are concerned, visibility is currency. If you achieve enough reach, you can play the sport as a professional and make a living from it. In the age of social media, classic media no longer play the only role in this, but they still play a significant one.
"Women's sports is a hugely important area of development. It's the next big thing, both from a social and fan perspective. Interest in it is growing exponentially. It's not for nothing that the women's European Championship final in Germany was the most-watched TV event of 2022 and even had more TV viewers* than the men's national team matches during the World Cup in Qatar," says Haruka Gruber, Senior Vice President Media DACH at sports streaming channel DAZN.
This reflects a broader shift in women's sports media coverage, which is gaining momentum across platforms. That's one reason why DAZN followed other English-language models this year and launched DAZN Rise, a free channel that shows exclusively women's sports 24/7 - mainly matches and highlights from the Women's Champions League, European leagues and the LPGA Golf Tour, as well as handball and field hockey.
TV channel Sport1 is also concerned with the further development of women's sports in the media and is currently concentrating on football and volleyball. "For women's football, we have reoccupied the attractive Monday evening slot together with our partners. This new regular slot for the women's Bundesliga stands out in particular because there is no other match taking place in the German professional football leagues during this period," explains Annika Rody, Director Media Rights at Sport1. "Women's sport has a broad target group, including our Sport1 core target group of men aged 14 to 59, as well as women and young women who are specifically passionate about sport played by women."
The fact that media companies are now looking at sports other than men's soccer also has an economic background, of course. TV rights are becoming increasingly expensive. The sums that are being called up in soccer are hardly affordable for individual companies. Viewers would have to take out various subscriptions to watch all the games in a league. However, to justify investment in women's sports on that basis alone falls short of recent developments, because they also bring a breath of fresh air, freedom and exciting creative potential.
"Men's sports are mature, while women's sports are still growing. Everything that is still in the development phase has no mandatory rules, no elaborate play book. We can't make the mistake of applying the same rules of the game to women's sports as we do to men's sports. Our vision for women's sports on DAZN is to challenge the status quo of men's sports," says Haruka Gruber. This is also about equality and visibility, she adds.
The example of eSports shows that women can be a catalyst in sports for attracting new fans, including women, and increasing profits. In Asia, the largest market of eSports players and fans, the number of female gamers is growing rapidly, and more female eSports pros are generating more female viewers - and thus more sponsorship money. Li "Liooon" Xiao Meng from China pioneered this movement.
Sponsors are also recognizing the value, development potential and image boost that women's sports offer. In the USA, investors have recently poured a lot of money into women's soccer, tennis and basketball. Likewise, with the "Women's Sports Club", an initiative has been launched to facilitate the sale and purchase of rights in the women's sector and to achieve greater distribution of content. Because it is necessary to break a cycle: Brands worry about insufficient reach for greater spending, while media outlets complain about a lack of revenue from advertising partners to fund coverage.
What counts, however, is continuous coverage. "From my point of view, high-quality live broadcasts are also important," Rody explains the role of the media houses. "As many touch points as possible can strengthen the development of women's sports." She is convinced that this is the only way to transport "background info and stories worth telling" that go beyond individual highlights.
The international women's sports highlight of the Women's Soccer World Cup took place in July and August 2023. The TV rights package was awarded separately from the men's for the first time, but this did not go off without teething problems: FIFA demanded - surprise - a lot, and broadcasters were unwilling to pay the price. A similar problem as in sponsoring.
As a result, there was even talk of a World Cup blackout in several European countries before an agreement was reached a few weeks before the World Cup. In Great Britain and Germany, the broadcasting rights went to the public TV stations. The final of the Women's World Cup reached an impressive 14.8 million viewrs in Great Britain alone.
Let's look on the bright side: women's sports, at least soccer, are now the subject of tough negotiations for higher funding - which means more attention and, in most cases, progressive development. We'll see what remains after the 2023 World Cup. The next Women's World Cup will take place in Brazil in 2027.
On March 8, we celebrate International Women's Day. To mark the occasion, we are honoring 111 impressive female athletes, entrepreneurs and game changers from the sports and outdoor industry who are changing more than just the world of sport through their commitment.
62% of women worldwide feel disadvantaged in the healthcare system. This gender health gap is also evident in sport and the outdoors - from training plans to injury prevention. International Women's Day brings this reality into sharp focus - but health equity must be a year-round priority. It requires continued attention, education and change.
These 11 statements from strong women make it clear: It's time for change - and there's still a lot to do.
Malaika Mihambo I Emma P. (Mason) Zwiebler I Elena Korf I Lena Haushofer I Marina Moguš I Kathrin Messer I Tamara Lunger I Grace McNamara I Theresa Härter I Petra Nagel I Jiskia Reis
These 44 female athletes inspire us: they fight for the climate, for the rights of female athletes or for gender equality, and with their daring adventures they show that they are in no way inferior to men. From B for gymnast Simones Biles to Y for swimmer Fu Yuanhui.
Pasang Lhamu Sherpa Akita I Simone Biles I Gretchen Bleiler I Nienke Brinkman I Misty Copeland I Courtney Dauwalter I Minda Dentler I Ann Meyers Drysdale I Sally Fitzgibbons I Cathy Freeman I Janja Garnbet I Eileen Gu I Kristin Harila I Anne Haug I Margo Hayes I Sarah Hunter I Ana Ivanovic I Piper Kelly I Billie Jean King I Amazin LeThi I Tegla Loroupe I Manuela Mandl I Sarah McNair-Landry I Martina Navratilova I Nouria Newman I Naomi Osaka I Asisat Oshoala I Laura Philipp I Milly Pickles I Megan Rapinoe I Elnez Rekabi I Alica Schmidt I Kimi Schreiber I Caster Semenya I Mikaela Shiffrin I Santhi Soundarajan I Kathrine Switzer I Lia Thomas I Maria Toorpakai I Lindsey Vonn I Serena Williams I Venus Williams I Fu Yuanhui I Nasim Eshqi
They found, they lead, they create innovations, they stand up for other women and they show the way. Women are still underrepresented in leadership positions, but we show you 25 movers and shakers who are successfully changing the world of sports business.
Sally Bergesen I Donna Carpenter I Anne-Laure Descours I Ellie Evans I Ty Haney I Franziska Hannig I Tamara Hill-Norton I Kristen Holmes I Melanie Hood I Katie Warner Johnson I Evgenia Koroleva I Denise Lee I Lindsay Malone I Rose Marcario I Sally McCoy I Maria Luisa Mendiola I Amy Montagne I Carla Murphy I Ruth Oberrauch I Stefanie Rieder-Haas I Kim Scholze I Melissa Snover I Kari Traa I Bonnie Tu I Antje von Dewitz
From officials and NGOs to trainers, moderators and lawyers. ISPO.com has gathered them together: The top 31 female game changers who are shaping the sports world.
Gbemisola Abudu I Nita Ambani I Freeride Anne I Massy Arias I Jana Bernhard I Jeanie Buss I Stephanie Case I Mary Davis I Majken Gilmartin I Sophie Goldschmidt I Pattie Gonia I Dame Katherine Grainger I Stephanie Hilborne I Marinel de Jesus I Margo de Lange I Nicole Lynn I Susanne Lyons I Yusra Mardini I Cynthia Marshall I Stefanie Mirlach I Sandra Douglass Morgan I Johanna Mühlbeyer I Kimberly J. Ng I Muditambi "Ntambi" Elizabeth Ravele I Erin Sprague I Katye Stevens I Heike Ullrich I Luise Walther I Hedvig Wessel I Sarina Wiegman I Claire Williams
1.8 billion people are inactive—a challenge we can’t ignore. As an industry, we’ve reflected, discussed, and explored how to make movement more accessible and engaging. The Sporting Goods 2025 report brings together insights from across the sector, highlighting real barriers and practical solutions. It’s not about having all the answers but finding new ways forward—together.
The sporting goods industry stands at a turning point. While innovation, elite performance, and digitalization have driven past growth, the next big opportunity isn’t in high-tech gear or eSports—it’s in the 1.8 billion people worldwide who are physically inactive. That’s twice the size of India’s adult population, yet another untapped market. With inactivity rates rising from 26% in 2010 to 31% in 2022—and projected to hit 35% by 2030—there’s an urgent need for action.
These figures aren’t just statistics; they highlight a critical challenge for brands. If this trend continues, the foundation of sports participation and fan engagement could weaken, affecting grassroots initiatives, professional leagues, and global events.
Emma Zwiebler, CEO of WFSGI, underscores the risk: “The biggest risks are to global health, our planet, and our industry. You can’t get much bigger than that! Inactivity is projected to cost global healthcare systems $300 billion by 2030. Instead of investing in education, R&D, or green initiatives, we’ll be dealing with preventable diseases.”
This issue takes center stage in Sporting Goods 2025: The New Balancing Act—Turning Uncertainty into Opportunity, a report by the World Federation of the Sporting Goods Industry (WFSGI) and McKinsey & Company. It outlines key trends, challenges, and strategies for future growth, urging decisive action.
Traditionally, the sporting goods sector has focused on consumers already engaged in fitness. Today, this group is more committed than ever—50% of active consumers see fitness as central to their identity, and 25% exercise almost daily. While this segment remains a reliable revenue stream, the real challenge is closing the gap between the highly active and the physically inactive.
How can brands make sports more accessible? Zwiebler explains: “Moving people from a sedentary lifestyle to an active one is not easy, but brands are addressing barriers. Body confidence is a key issue, especially for women. Inclusive sizing, period-proof tights, and maternity apparel are some ways brands are breaking down these barriers.”
The Sporting Goods 2025 report presents a roadmap for brands to address the inactivity crisis through four core strategies:
Innovate to Remove Barriers
Making movement more inclusive is key. Adidas’ Stay in Play collection features period-proof activewear, and Nike’s modest sportswear line caters to diverse cultural needs. Zwiebler highlights the importance of inclusive marketing, citing New Balance’s Run Your Way campaign, which moves away from outdated stereotypes about what an athlete should look like.
Leverage Digital & In-Person Synergies
While digital fitness boomed during the pandemic, in-person workouts are making a strong comeback—81% of consumers now prefer them. Brands must create hybrid solutions, such as Nike’s fitness studios, which integrate in-person training with digital tracking.
Community-Driven Activation
Social influence drives participation. Brands like On Running integrate local running clubs into their retail strategy, creating engagement beyond product sales. Mixed-use stadiums and retail spaces designed as fitness hubs further encourage movement in everyday life.
Youth Engagement: Investing in the Future
With 81% of young people (ages 11–17) failing to meet recommended activity levels, the industry must act now to foster the next generation of sports enthusiasts. “It’s a ticking timebomb,” warns Zwiebler. “If these teenagers don’t engage now, they likely never will.
She notes that pressure to compete discourages some kids from sports: “Not all kids want to win; they just want to play. Adidas’ You Got This campaign and Decathlon’s Play and Movement initiative focus on enjoyment rather than competition.”
Coaching also plays a crucial role. Nike’s Coaching Girls Guide aims to keep more girls in sports, addressing the fact that they drop out at twice the rate of boys.
The market is shifting. While giants like Adidas and Nike dominate, challenger brands are gaining ground, capturing 3% of the total sporting goods market since 2019. Their success lies in targeting specific consumer needs, creating emotionally resonant brand narratives, and leveraging cultural movements.
For incumbents, the takeaway is clear: agility, personalization, and niche engagement are essential to staying competitive.
Live sports and entertainment are booming. The global ticketing market for live events surpassed $100 billion in 2023 and is projected to reach $150 billion by 2030. As stadiums evolve into cultural hubs blending sports, music, and lifestyle experiences, sporting goods brands must rethink their role in this landscape.
Live sports is no longer just about the game—it’s an immersive experience. Brands that integrate into these moments will enhance engagement and drive revenue.
Major events like ISPO Munich present opportunities for brands to engage inactive consumers. Zwiebler suggests starting at the community level: “Think about the wider Munich area—educating schools and local groups ahead of ISPO could drive awareness. Tackling the inactivity crisis requires collaboration between public and private sectors.”
The future of the sporting goods industry isn’t just about selling more products—it’s about inspiring movement. Whether through innovative gear, digital experiences, or community-driven activations, brands have a unique opportunity to combat inactivity.
Zwiebler is optimistic: “We can turn risk into opportunity. There’s an untapped market of 1.8 billion people—future consumers who, if engaged, could transform global health and the sporting goods industry alike.”
They are strong, unafraid and push boundaries - and not just in terms of sport: the influential women of the sports world. They are officials, NGO employees and founders, coaches, but also lawyers and presenters - and they are still in the minority. We looked for the most important women - and found them. Here are our top 31 female game changers who are not only positively influencing the world of sport and the outdoors, but also shaping and changing it!
You found. You lead. They think innovatively. And they stand up for other women. They are role models and an incentive: women in leadership positions in the sports business world. Their path, their challenges and their ideas show: We need them, the female entrepreneurs who assert themselves in this industry, contribute their thoughts and change the sports business world sustainably. ISPO.com introduces you to 25 women who are successfully changing the world of sports.