Empowering Girls Through Sports: The Economic and Health Benefits of Closing the Participation Gap
Girls in the UK are currently missing out on a significant amount of sports participation, totaling 280 million hours annually. A recent report by Public First, commissioned by Sky, reveals that closing this gap could lead to substantial economic and health benefits amounting to £6.5 billion by 2035. The report, titled "Game Changing: How sport gives every girl a better chance," features insights from prominent figures in the sports industry, such as Judy Murray, Helen Glover, Nasser Hussain, and Baroness Tanni Grey-Thompson. It emphasizes that empowering girls through sports could result in £570 million in annual productivity gains and save the NHS £73 million per year.
Research indicates that engaging in sports during childhood is a strong predictor of women reaching senior positions, comparable to holding a university degree. Despite this, one in three girls feel that boys have broader access to various sports activities. To address this gender participation gap, Sky is advocating for the implementation of targeted tax relief on women's sports production. The broadcaster highlights that 55% of girls are inspired to play sports by watching professional athletes, underscoring the importance of investing in the visibility and promotion of female athletes for future growth.
In addition to proposing reforms, Sky is taking proactive steps to promote girls' participation in sports. The company has partnered with England and Arsenal forward Alessia Russo and UK charity Goals 4 Girls to launch The Alessia Cup, a nationwide tournament aimed at providing opportunities for girls from underserved backgrounds to engage in grassroots football. Dana Strong, Group CEO of Sky, emphasizes the significance of encouraging girls to participate in sports from a young age, highlighting the collective responsibility to dismantle barriers that hinder their involvement.
Culture Secretary Lisa Nandy acknowledges the pivotal role of broadcasters in advancing women's sports and supporting female athletes. She underscores the government's commitment to breaking down barriers to sports participation at all levels, including investing £400 million in enhancing sports facilities, revising the curriculum to ensure equal access for girls and boys, and establishing a Women's Sport Taskforce to address challenges across the sports spectrum. Alessia Russo expresses pride in launching The Alessia Cup, emphasizing the broader impact of sports participation in fostering confidence, resilience, and leadership skills beyond the field.
Sky Sports has entered into a new five-year partnership with the Women's Super League (WSL), committing to broadcast 90% of all WSL matches starting from the 2025/26 season. The partnership will feature 118 live games, with 78 exclusively shown on Sky Sports. Notably, most Women's Super League matches will kick off at 12pm on Sundays, providing fans with a consistent and accessible viewing schedule. Sky Sports will air matches across various channels, including Sky Sports Main Event, Sky Sports+, and the Sky Sports app, offering viewers a diverse range of options for watching women's football.