Women Sport Australia: Changing the game: The rise and impact of women’s sport across Australia

Women’s sport is being watched by more people than ever, and their stories are hitting different.

Over the past 12 months, we’ve witnessed record broadcast deals, increases in athlete salaries, multi-million-dollar commercial sponsorships, creating a ripple effect around the world.

Here in Australia, the movement is growing. In 2025, the Women’s NRL State of Origin match in Newcastle was a sell out, the Matildas drew a record crowd of 29,000 in Canberra, and the Super Netball season tallied the biggest crowds ever seen in the league.

Sport that delivers returns

And research is showing that not only is women’s sport watchable, it’s financially viable for all involved. Finally, it’s not about comparing men’s and women’s sport, but realising that female athletes and teams are powerful products.

A 2023 study by the Office for Women in Sport and Recreation (OWSR) found that sponsorship of women’s sport outperformed men’s when it came to brand awareness and consideration. And for every dollar spent, the return on investment was over $7.

International athletes like Caitlin Clark and Ilona Maher are changing the game when it comes to viewership of women’s sport and challenging stereotypes of what female athletes should look and act like. The “Matildas Effect” was real.

Ariane Titmus and Jess Fox are household names, showing us why their success and achievements both in their chosen sport and for their commercial efforts outside of the water. Paralympian Alexa Leary has transcended from world records in the pool to tech music on the airwaves, releasing her first dance track earlier this year.

If the Olympics and Paralympics in Paris showed us anything, it’s that providing funding, resources and sponsorship for female athletes will result in, well results. Most likely in the shades of gold, silver and bronze (and maybe a few world records too).

Why the fight isn’t over

The 2024 games had more female athletes than ever representing their countries, and in many cases, they brought home larger medal hauls than their male counterparts.

So if there’s all this success, why the need to keep fighting for investment and air time?

Because by the age of 14, girls drop out of sports at twice the rate of boys, partly due to lack of investment in quality programs.

Because as of 2023, it was recorded that only 22 per cent of CEOs across 65 Australian Sports Commission funded National Sporting Organisations were women.

Because in 2024, only 15 per cent of sports news coverage in Victoria was focused on women’s sport, compared to 81 per cent of men’s sport.

Representation matters

At Women Sport Australia (WSA), we truly believe in the motto, “you can’t be what you can’t see.” That’s why we’re working on creating portrayal guidelines that media, sports organisations, and broadcasters can adopt to ensure a consistent and empowering representation of women in sport.

Already in 2025, there’s been comments made that disparage female athletes and their success. There’s work still to be done.

This year, WSA had a record number of photographs entered in the Women in Sport Photo Action Awards (WISPAA). Over 500 images were submitted of women actively participating in sport by amateur and professional photographers.

A search on Instagram shows almost 300,000 images tagged with #womenssports.

The FIFA Women's World Cup in 2023 was the most viewed women’s sport event ever with more than two billion eyes watching over the course of the tournament.

Moments that change the game

These are some exciting stories, but it’s not a time to be complacent.

In Australia, sport employs over 220,000 people, which is almost two per cent of the Australian workforce. Almost two million volunteers donate 158 million hours to sport each year. Everyone is involved in sport in some way in this country. We might play community netball, we might drop our kids off at hockey on a weeknight while also taking another to gymnastics practice. We might watch a game of AFLW at the pub, or we might cheer on our partners as they take to their local cricket pitch on a sunny Saturday.

Aussies love sport, and increasing women and girls’ representation and involvement in sport will only have a positive flow on for anyone who wants to chase their dreams in sport. Whether that’s on the field, or in the boardroom.

Last year, Minister for Sport Annika Wells announced sweeping changes for all National sporting Organisations. From July 2027, sporting organisations that receive federal funding must meet the following:

• 50 per cent of all board directors are women and/or gender diverse.

• 50 per cent of board chairs are women and/or gender diverse.

• 50 per cent off specified board subcommittee members are women and/or gender diverse.

A little over two years on from Courtnee Vine’s match-winning, semi-final securing kick for the Matildas against France, millions of Australians can remember exactly where they were when that moment happened.

Just days after that kick that sent Australia into a frenzy, the Federal Government announced the $200 million Play Our Way grants for local clubs. Plus, there’s a further $15 million from the Government has been invested for the upcoming 2026 AFC Women's Asian Cup happening in Australia.

Moments like that can’t be monetised, but the impact of these occasions can.

Fair access, fair future

The OWSR report from 2023 stated that sponsorships of women’s elite sporting properties outperform men’s elite sporting properties in brand awareness, brand consideration and customer conversion, and early corporate supporters of women’s elite sport in Australia are benefitting from more than $650 million in customer value each year.

While investment in elite sport may not be in every companies budget, the return is also there for local and community sport, and for women in the sporting workforce.

Championing women and girls sport is free. Supporting your best mates soccer team doesn’t cost anything. Offering a chance for women to lead a project at work doesn’t come out of anyone’s budget.

The more people tune in, buy tickets or listen to live matches, the better it is for our grassroots players and next generations of female athletes. If the argument for interest is still existent, female athletes have proved time and time again there’s demand for their product.

Fair Access Policies have been adapted in Victoria and New South Wales, that have developed equitable access for women and girls, including their access to change rooms, and making sure everyone can participate without judgement.

It’s time for fair access for all, and commitment to changing the game for good. As Brisbane 2032 draws nearer, we’re excited to see more her-story in the making when the Olympics and Paralympics return to Australia.

Photography credits: Matthew Clarkson, May Bailey, Jodie Dent.

secretary@womensportaustralia.com.au

womensportaustralia.com.au