The Revolution Has Not Been Televised? The Fight for Visibility in Female Sport

The landscape for female athletes is undergoing a period of discernible change. Women in sport are achieving greater visibility and financial reward than in previous eras, reflecting a gradual shift in both athletic achievement and commercial recognition. This evolution is the result of efforts by past generations who worked to expand opportunities, and is being built upon by contemporary athletes.

In terms of financial earnings, a new group of female athletes has reached notable figures. American tennis player Coco Gauff, for instance, was reported as the highest-paid female athlete in recent listings (circa 2024-2025), with estimated annual earnings around $30.4 million to $34.4 million (£24 million to £27.2 million). Such figures, largely driven by on-court success and significant endorsement deals, indicate an increased, albeit still developing, corporate interest in female sports personalities.

The list of higher earners in women's sport continues to see strong representation from tennis, with players like Poland's Iga Świątek, China's Eileen Gu (freestyle skiing and model), Zheng Qinwen, and Belarus' Aryna Sabalenka also reporting substantial earnings. However, athletes from other disciplines, such as gymnast Simone Biles and basketball player Caitlin Clark, are also present in these upper financial echelons, suggesting a broadening, though still concentrated, commercial appeal. Britain's Emma Raducanu has also achieved significant earnings, primarily following her US Open victory, though her consistent earning power remains subject to competitive performance.

A Trajectory of Incremental Advancement: Historical Context

The current position of female athletes has been achieved through a prolonged process marked by both progress and significant resistance. For many years, women's participation in sport was limited, and female athletes contended with widespread societal and structural undervaluation. The inclusion of women in the Olympic Games from 1900 was an early, yet modest, step.

Key events and individuals have contributed to shifts in perception. Billie Jean King's 1973 tennis match against Bobby Riggs, often termed the "Battle of the Sexes," drew considerable attention to the issue of gender inequality in sport. In the United Kingdom, the London 2012 Olympic Games served as a notable focal point, with heptathlete Dame Jessica Ennis-Hill becoming a prominent figure. Her gold medal performance highlighted female athletic achievement to a wide national audience.

Pioneering Figures and Shifting Perceptions

Efforts to advance women's sport have been global, with individuals across various disciplines contributing to change.

• Athletes such as Dame Kelly Holmes (Great Britain, Athletics), with her double Olympic gold medals in 2004, achieved significant recognition.
• In football, the career of Brazil's Marta Vieira da Silva has brought sustained attention to the women's game. In the UK, the England Women's National Team (the Lionesses)' victory at UEFA Women's Euro 2022 generated considerable domestic interest and discussion regarding the status of women's football.
• Gymnast Simone Biles (USA) has been recognised not only for her athletic achievements but also for her advocacy on athlete welfare.
• Dame Laura Kenny (Great Britain, Cycling) stands as Britain's most decorated female Olympian, her success contributing to the profile of women in cycling.
• In motorsport, a traditionally male-dominated field, figures like Reema Juffali from Saudi Arabia have emerged. As the country's first female racing driver to hold a racing licence and win an international race, her participation in series like F1 Academy and the establishment of her own team, Theeba Motorsport, represent noteworthy developments in a region undergoing social change.

Motorsport Initiatives: The F1 Academy and Broader Efforts

The Formula 1 industry has initiated programmes aimed at increasing female participation. The F1 Academy, an all-female racing series launched in 2023 and managed by Susie Wolff MBE, is intended to provide a development pathway for young female drivers towards higher tiers of motorsport. All ten F1 teams offer support to drivers in this series, which often runs in conjunction with F1 race weekends. Efforts to increase its visibility, such as a related Netflix docuseries released in 2025, are underway. Grassroots programmes like "F1 Academy Discover Your Drive" also aim to encourage initial engagement.

Saudi Arabian drivers, such as Farah AlYousef, have participated in F1 Academy events, indicating a local commitment to these initiatives. Other organisations, like "More than Equal," co-founded by David Coulthard, also state aims to support female drivers in reaching elite levels of motorsport. These initiatives operate against a backdrop where a significant portion of F1's audience is female, yet on-track representation remains minimal.

Persistent Hurdles and the Path Ahead

Despite positive developments, significant disparities and challenges for female athletes persist. The gender pay gap remains a considerable issue across many sports, with earnings for women often substantially lower than those for their male counterparts, particularly outside of the very top tier of athletes.

Media coverage, while improved, continues to allocate far more time and prominence to men's sports. This imbalance affects visibility, sponsorship opportunities, and overall public perception. Female athletes may also experience a different nature of scrutiny compared to male athletes, sometimes extending beyond their sporting performance. While the growing popularity of some women's leagues is a positive sign, questions regarding equitable investment in resources, facilities, and marketing continue to be raised.

Future Outlook: A Continuing Endeavour

The future for women in sport is one that will likely involve continued effort to address these imbalances. Trends indicate:

• Gradual Growth in Investment and Viewership: There is evidence of increasing attendance and viewership for some women's leagues and events, which may, in turn, attract further investment, though this is not uniform across all sports or regions.
• Evolving Sponsorship Landscape: Some brands are showing increased willingness to partner with female athletes and women's leagues, recognising potential market opportunities. However, the scale of these endorsements often still lags behind those in men's sports.
• Athlete Voice and Advocacy: Female athletes are increasingly using their platforms to speak on issues of equality and social justice, contributing to wider conversations.
• Importance of Role Models: The visibility of successful female athletes can inspire greater participation at grassroots levels, which is crucial for long-term development.

Whilst female athletes have made notable strides in terms of achievement, recognition, and earnings, the journey towards full equity in sport is ongoing. The progress observed is significant when viewed historically, but a sober assessment reveals that substantial challenges related to pay, media representation, and consistent investment remain. The future development of women's sport will depend on sustained commitment to addressing these persistent issues.