Women in Sport 2026

An analysis of the Women in Sport sector, which provides a detailed, easy to follow overview of the women in sport sector, including a look at the key leaders of the media piracy in sport value chain.

Overview of women’s sport:

Historically, discriminatory attitudes toward female participation have impeded the development of women's sports, resulting in the male counterparts of nearly every sport enjoying higher visibility. Although some sports have made progress in creating a more equitable environment, substantial efforts are still required to achieve true parity.

Growing viewership:

For decades, women’s sport has experienced a lack of marketing in comparison to popular and well-established men’s sport. However, there has been a significant increase in media coverage of women’s sports across multiple platforms, including BBC and CBS Sports. As women’s sports are attracting more sports fans, specifically women’s soccer in the UK, and women’s basketball in the US, broadcasters are acknowledging the attention that these sports are receiving.

Reliance on major competitions:

Interest in women’s sport has surged in recent years, particularly in attendance. However, in the UK, it often depends on major tournaments, which can be hard to sustain. In women’s rugby, the success of the 2025 Women’s Rugby World Cup lifted Women’s Six Nations audiences, crowds, and media coverage, driving record numbers across several countries. Women’s soccer highlights the risk: the WSL has at times struggled to maintain attendance and visibility in the season after a major tournament, as attention fades.

The next few years are pivotal for women’s sport:

Women’s sport is at a critical juncture, as it tries to secure a more even footing with its male counterparts. While the amount of money currently being earned by female athletes has never been higher, it still lags significantly behind that of men. Closing the gap will require women’s sports to keep growing in popularity, which can only happen by making them accessible to a wider audience. This move has worked well for women’s soccer, with many of the biggest tournaments and leagues being broadcast on free-to-air platforms, increasing their visibility among sports fans.

Scope

• This report provides an overview of women in sport sector, including the key leaders, a look at some of key trends, an analysis of the industry in terms of market size and growth forecasts, and also a in-depth analysis of the women in sport value chain and its key players.

Reasons to Buy

• For those wanting an in-depth analysis of the women in sport sector, in the sense of both business and popularity.