The debate on broadcasting women’s sports is a classic chicken and egg situation

Women’s sports have come a long way, but when it comes to broadcasting, they’re still stuck in the slow lane. Despite undeniable talent, thrilling competition, and a growing fanbase, the question of whether women’s sports deserve airtime remains a frustratingly common debate. 

Take women’s football for example; once sidelined, now breaking attendance records and securing major broadcasting deals after years of fighting for visibility. Or women’s basketball, where leagues like the WNBA continue to thrive despite still receiving a fraction of the media attention their male counterparts enjoy. Even tennis, one of the most high-profile women’s sports, has faced ongoing battles for equal prize money and prime-time slots.

The pattern is clear: visibility isn’t a reward for success, it’s a key ingredient in creating it. Yet time and again, women’s sports are told to prove their worth before being given a fair platform. Let’s break down why airtime matters, how other women’s sports have fought for their place on the screen, and why waiting for “enough” interest is the wrong approach entirely.

Why are women’s sports still underserved?

Despite growing participation and interest, women’s sports continue to receive significantly less airtime than men’s. The common excuse? Broadcasters claim there isn’t enough demand, but without consistent coverage, how can demand grow? This cycle of limited exposure stifles opportunities for sponsorship, media storytelling, and audience engagement; creating a self-fulfilling prophecy that undervalues women’s sports before they even get a fair shot.

Though making a valiant effort, we can even see this in Formula 1’s approach to F1 Academy. By running the series as a support event during F1 race weekends -just like F2 and F3- it naturally gains more visibility. But when you compare that to the attention Lewis Hamilton has brought to F1 Academy simply by being vocal in his support, the balance feels off. On one hand, some argue that F1 Academy is just another feeder series and shouldn’t get special treatment. On the other, if the goal is to make motorsport more accessible to those who have historically been shut out, shouldn’t the sport itself be doing more to amplify it? Visibility isn’t just about putting something on track, it’s about making sure people know it’s there.

Women’s football: Progress and barriers

Women’s football has made massive strides with events like the Women’s World Cup smashing viewership records and leagues securing better broadcasting deals. But the fight for consistent, high-quality coverage is far from over. Many domestic leagues still struggle for visibility; prime-time slots are rare and investment remains a fraction of what the men’s game receives. The success of women’s football proves that interest grows when given the right platform, but that doesn’t mean we’re quite there yet.

The 2024 European Football Championship gave us a clear example of how women’s achievements are often overlooked. When asked about England’s recent success in major tournaments, striker Harry Kane remarked that “England hasn’t won anything as a nation in a long time.” While that may be true for the men’s team, the statement completely disregards the Lionesses’ victory at the 2022 Euros. Even if Kane was only referring to the men’s performance, that nuance wasn’t in the quote, or in the headlines. Intentional or not, moments like these reinforce the imbalance in recognition, showing how easy it is for women’s achievements to be sidelined in mainstream narratives.

The struggle for airtime in other women’s sports

Beyond football, many women’s sports have faced the same uphill battle for visibility. Even when female athletes achieve historic milestones, they often receive less media attention, fewer prime-time slots, and lower production quality than their male counterparts. This creates a frustrating cycle: without regular coverage, it’s harder to grow a fanbase, attract sponsorship, and prove financial viability which in turns makes it even easier for broadcasters to justify sidelining these competitions.

Take women’s basketball. The WNBA has been around for nearly three decades, producing legendary athletes and unforgettable moments. Yet, despite its success, it still struggles for consistent media coverage. Many games are relegated to less prominent channels, while major sports networks prioritize men’s leagues. Even in moments of triumph; like record-breaking attendance and soaring jersey sales, the

WNBA is often treated as a niche product rather than a mainstream sport.

Women’s rugby and cricket tell a similar story. Both sports have seen growing audiences, thrilling international competitions, and rising stars, but they continue to be an afterthought in sports broadcasting. Major events often receive limited coverage, and when they are televised, they’re frequently slotted into inconvenient time slots or made available only via online streaming. This not only makes it harder for casual viewers to tune in but also sends a message that these sports are secondary. However, there have been positive strides recently. For instance, the BBC secured exclusive broadcasting rights for the Women's Rugby World Cup 2025, ensuring comprehensive coverage across its platforms. This move signifies a growing commitment to elevating women's rugby on mainstream media.

Even sports that have achieved relative parity -like tennis- aren’t immune to these challenges. While female tennis players have fought for equal prize money and increased visibility, they still face disparities in media attention. Grand Slam finals featuring men often receive prime-time billing, while women’s matches are sometimes scheduled at less favorable times. Meanwhile, narratives around women’s sports frequently focus on off-court topics -such as appearances or personal lives- rather than athletic achievements.

The reality is, when women’s sports do get proper exposure, they thrive. The demand is there, and fans are eager to engage. But without a long-term commitment from broadcasters and governing bodies, these sports will continue to face an unnecessary battle for the visibility they deserve.

The role of media, sponsors, and fans

Broadcasters and media companies play a crucial role in shaping public interest, but so do sponsors and fans. When brands invest in women’s sports, they drive visibility and financial stability. Meanwhile, fan demand has the power to influence coverage decisions, as seen with the growing push for better women’s sports representation in mainstream media. The shift isn’t just about fairness, it’s about recognizing the untapped potential of a market that’s ready to thrive.

What needs to change?

For women’s sports to reach their full potential, they need consistent, long-term investment, not just temporary boosts after a major event. Broadcasters must commit to regular coverage, leagues must be marketed with the same energy as their male counterparts, and grassroots investment must ensure a sustainable pipeline of talent. True inclusion in sports means removing the barriers that have kept women’s sports in the background for far too long both on and off screen.