So, what’s next? Rather than waiting for the next major sporting success to happen, how do we make women’s sport a part of everyone’s daily life so we don’t need to go looking for it? According to data published last month from the Women’s Sports Trust, women’s sport still only accounts for 15 per cent of viewing hours across key sports channels.
This needs to change. Our sportswomen are incredible, inspirational athletes, just like their male counterparts – so the notion that female athletes should show gratitude for piecemeal changes and a bit more exposure must end.
Whilst it is important to celebrate female sporting success at the top level, how can we also shift policy to back up this incredible wave of support and interest we have witnessed? There are still plenty of fights to be had on so many different levels, and it is important we keep driving change.
In many cases, it is the female athletes themselves who are the vehicles for change. Last year, British sprinter Dina Asher-Smith openly called for more research into how periods can affect sporting performance after pulling out of the European Championships with cramps. Eilish McColgan, who broke Paula Radcliffe’s longstanding 10,000m British record last weekend, is another who has candidly opened up about how her menstrual cycle can derail her during competition.
The Lionesses are leading by example off the pitch too, leading a campaign for equal school sport opportunities for girls, which has seen the government pledge an additional £600 million package of investment into school sport today. Captain Leah Williamson said that the team see it as “our responsibility to open the doors” for young girls to pursue their passion for football.
Two in three UK adults believe that athletes have a role to play in championing causes they believe in and raising awareness of social issues and at UK Sport we are fully behind our brilliant athletes standing up, speaking out and inspiring positive change.
