Advancing Gender Equality in Sports: Progress and the Road Ahead

In recent decades, women’s sports have gained unprecedented recognition. Initiatives from organisations such as the International Olympic Committee (IOC) have been instrumental in promoting equal access and increasing women’s representation in sports governance (International Olympic Committee, 2022). The Paris 2024 Olympic Games were the most gender-balanced in history, marking a milestone in the ongoing pursuit of fairness and inclusion (UN Women, 2024a). This progress is a direct result of the achievements of women athletes, who continue to break records, defy stereotypes and inspire future generations.

Despite these advancements, significant challenges remain – particularly in media representation and financial equality. While there has been an increase in coverage, the quality of reporting frequently falls short (Lever, 2023). Female athletes are often portrayed through the lens of traditional femininity, with a focus on their appearance, age, or personal lives rather than their sporting achievements (Stephenson, 2024). In contrast, male athletes are more commonly celebrated for their strength, skill, and leadership. These biases reinforce outdated gender norms and limit the visibility of women in sports.

This underrepresentation has tangible consequences, including the lack of media exposure for female athletes. While women constitute approximately 40% of all athletes, they receive only about 4% of total sports media coverage (UNESCO, 2021). This discrepancy not only affects public awareness but also financial opportunities, thereby contributing to the persistent gender pay gap. Recent studies indicate that while prize money for female athletes has increased, as evidenced by the $150 million awarded at the 2023 Women’s World Cup, it remains significantly lower than the $440 million awarded to male players in the 2022 tournament (UN Women, 2024b). Sponsorship deals also reflect this imbalance, with female athletes who align with conventional beauty standards often securing more lucrative contracts than others (Lever, 2023).

Achieving true equality in sports requires increased female representation in leadership roles. Research shows that the lack of female coaches and decision-makers discourages young girls from participating in sports. A 2019 survey of female sports leaders found that 77% believe the absence of female coaches negatively impacts young athletes, while 70% cite limited media coverage as a key barrier to progress (Women’s Sports Foundation, 2025). Addressing these disparities requires greater investment in leadership pathways for women and stronger media representation.

At the European level, the European Institute for Gender Equality (EIGE) has emphasised the role of the media in shaping gender perceptions in sports (EIGE, 2015). In December 2020, a high-level group on gender equality in sports was established to increase female participation in leadership roles and ensure fair media representation. Switzerland has also taken steps in this direction, with Swiss Olympic introducing measures to improve gender diversity in sports governance (Swiss Olympic, 2025). From 2025, a gender quota will ensure that at least 40% of both genders are represented in the top governing bodies of national sports federations. However, underrepresentation persists. For instance, a recent report by Swiss media highlighted that while women’s football is gaining popularity, the financial investment and resources allocated to women’s professional teams still lag significantly behind their male counterparts, impacting training facilities and player salaries (Swissinfo, 2022). Further research from the University of Zurich highlights the continued issue of gender bias in media reporting within Switzerland (UZH, 2021). This illustrates the ongoing need for systemic change and collective action. 

To create lasting change in gender equality in sport, we must commit to sustained efforts at all levels. This includes increasing media visibility, ensuring equitable financial opportunities and improving female representation in leadership roles. As individuals, we all have a role to play in advancing this cause. Supporting women’s sports – whether by attending events, engaging in media coverage, or advocating for gender equality within sports organizations – helps create the momentum needed for progress (Women’s Sports Foundation, 2025). These actions are critical to ensuring that female athletes receive the respect, recognition and opportunities they rightfully deserve.

As Switzerland prepares to host the UEFA Women’s EURO 2025, now is the time to push for lasting progress. The EqualVoice Event on International Women’s Day, held in collaboration with the Cantonal Sports Office and the Laureus Foundation, brought together experts, athletes, and leaders to discuss solutions for achieving true gender equality in sports. These discussions play a crucial role in fostering a more inclusive sporting environment, ensuring that female athletes receive the recognition and opportunities they deserve (Swiss Olympic, 2025).

The journey towards true gender equality in sports is far from over. Join us in this vital mission by actively supporting women’s sports: attend events, engage with media that celebrates female athletes, and follow athletes, coaches, and sports organizations on social media. Advocate for gender equality within local sports organizations and also by visiting and following the EqualVoice website and social media channels to learn more about our work. Let’s work together to dismantle biases, fight for fair compensation, and ensure that women are represented at all levels of sports leadership. By taking these actions, we can ensure that the upcoming UEFA Women’s EURO 2025 in Switzerland serves as a catalyst for lasting, equitable change, creating a level playing field for all athletes.