Governing bodies and broadcasters’ lip service would suggest that they are doing all in their power to grow all facets of women’s sports — evidence would suggest otherwise.

It cannot be denied that women’s sport is becoming more popular with each passing year. The England Lionesses legendary success in the European Championship, Caitlin Clark’s emergence in the WNBA, and Emma Raducanu’s fairy tale victory in the US Open.

These are just a few examples of the sensational talent that female sports have to offer, and with the correct coverage, spectators around the globe have been captivated by their achievements.

Despite all the blood, sweat and tears that these athletes continue to pour into their respective careers, due to the lack of financial benefits for broadcasters and governing bodies, it would seem that the planning and effort levels into elevating each sport are minimal.

Are these athletes asking to be compensated at the same level as their male counterparts who draw in vastly larger crowds? No. What they are asking for is an ample opportunity to increase revenue and a fair landscape for people to be exposed to what these dedicated sports women are showcasing.

Suitable exposure and platforms are needed for growth

One vital element of women’s sport having the chance to prosper relies heavily on spectators actually being available to tune into fixtures. Nevertheless, in several different sporting entities, season schedules have made this nigh on impossible.

One overwhelming example is the timing slots of the Women’s Super League (WSL). Over the span of two decades, men’s football has thrived due to the creation of the English Premier League (EPL).

Sky Sports acquired the rights for this league, and with it came the ability to broadcast a particular number of games in a five-year deal worth around £304 million.

According to an article on Footballgroundmap.com, “The birth of the EPL coincided with a period where advances in media technology were prevalent. As such, the Premier League leveraged the burgeoning power of satellite television to orchestrate groundbreaking broadcast deals that circulated its matches to worldwide audiences.”

An article in The Independent from 1992 added, “Historical industry estimates show that where once millions would watch highlights (e.g., 10–12 million or more for ITV/BBC highlights), live Premier League matches on Sky typically drew ~2 million viewers or more — a big jump for live game viewing in the 1990s.”

First and foremost, this shows that even arguably the world’s most popular sporting brand needed the correct funding and platform from a broadcaster at the start of its journey. The result? A money-making juggernaut and structure that creates enough revenue to not only develop teams but also grassroots facilities and athletes.

Sky Sports has dedicated some of its platforms towards the WSL, which, in theory, should allow this league to thrive — and to a certain extent, it has provided growth. However, the timings of said scheduling are nothing short of abysmal, and highlight the prominent issue of broadcasters attempting to seem like they wish to advocate a game for the plaudits rather than doing it for the correct reasons.

Fixture clashes and broadcasting incompetence

As previously mentioned, Sky Sports has become the main broadcasting partner with the WSL, yet its execution is far from ideal. In an attempt to avoid clashes with the men’s game, broadcasters decided that the best solution is to allow the league to have a 12pm slot on a Sunday to play the majority of their fixtures – which many fans have stated their displeasure with.

The timing of the fixtures may be a tougher issue to tackle, but avoiding clashes with teams that can affect attendance should be more than avoidable for a governing body.

Super League Basketball Women (SLBW) scheduling has restricted an increase in franchise attendances on several occasions already that season. Most notably, on the opening day of the 2025-26 campaign. 

A matchup with the Newcastle Eagles and Sheffield Hatters in the Betty Codona Trophy seemed like the perfect fixture to entice new fans on the opening day. However, this game would tip off at the same time (4.30pm) as the Tynesiders’ male team, against their fierce rivals, the Caledonia Gladiators.

Newcastle fans are renowned for getting behind their women’s team and creating an incredible atmosphere when the moment allows, as proven in “The Big One”, a game that the club promote to sell out the crowd and create record-breaking attendances.

In an instant, the league created a scenario in which the attendance would be diminished and a spectacle that would undoubtedly have created a buzz around the SLBW.

This is far from an anomaly

This is not the only occasion in which the timings of games have been affected due to a lack of innovative thinking. Despite the men’s Premier League fixtures being released three weeks prior (June 18) to the SLBW slate (July 7), there were still clashes.

For example, on November 8, the London Lions would travel to the Oaklands Wolves (5pm), on the same day as Arsenal would face off against Sunderland at the Stadium of Light (5:30pm).

In addition, on September 21, Manchester Basketball would participate in the Betty Codona Trophy against the Caledonia Gladiators at home (2pm). In the Premier League, Manchester City would make the long trip to London to face Arsenal in one of the league’s fiercest contests.

Access is key

Yes, it may not be relevant to a certain section of these mentioned fan bases as they may have never intended to attend a SLBW fixture. However, they also are not provided an opportunity to make this decision. 

How can we expect the women’s game to grow if the potential supporters cannot access the game due to something as simple as scheduling? 

It is easy to talk a good game when it comes to female sports, but execution and intention does not seem to match words. We need more action and more broadcasters to put their money where their mouths are.

This is not an article suggesting that these companies should put themselves into financial ruin. The message behind this writing is that the fundamentals must be better. Scheduling is basic. Take care. Be creative. Make sure every fixture can flourish to match the talent of these athletes. Be better.