Women in Sport: The progress we’ve made and the future still to build

Women have always shaped the sports industry, as athletes, leaders, innovators and change makers. This years International Women’s Day is an opportunity to reflect on how far the industry has progressed, the growing influence women now hold across the global sports ecosystem, and the work that still lies ahead. Over the past decade, the conversation has shifted decisively. What was once framed as untapped potential is now recognised as proven performance — commercially, competitively and strategically. Women’s sport has moved from under-televised to record-breaking, from peripheral to central in global strategy discussions.

As we explored in The Evolution of Women in Sports and the Path Forward, sponsorship, broadcast and investment models in women’s sport are no longer experimental – they are increasingly standalone, commercially driven and built for long-term growth. Yet while progress is undeniable, representation still lags behind momentum on the pitch. Globally, women hold fewer than 20% of CEO roles across major sports organisations. The question is no longer whether women’s sport has momentum — but how that momentum converts into sustained leadership opportunity and structural change.

The commercial case is no longer debatable

The UEFA Women’s EURO 2022 final at Wembley drew over 87,000 fans. The FIFA Women’s World Cup 2023 reached record global audiences and secured unprecedented commercial partnerships. Deloitte has reported continued revenue growth in women’s football, while brands are increasingly investing in women’s properties as standalone assets rather than secondary rights.

Commercial validation matters. Revenue drives sustainability and sustainability drives jobs, investment and long-term career opportunities across the sports ecosystem. Behind every sponsorship deal, broadcast agreement and event strategy are professionals across marketing, partnerships, media rights, data and governance. The growth of women’s sport is not symbolic; it is generating tangible career pathways across the ecosystem.

Leadership: Progress and the gap that remains

Women have always led in sport — as athletes, pioneers and changemakers. Leadership representation off the pitch, however, has taken longer to evolve. There are now more women in influential governance roles than ever before, shaping policy and strategic direction at the highest level. Importantly they are pathing the way and implementing the culture for more women to follow.

With the appointment of Kirsty Coventry as President of the International Olympic Committee last year, one of the most powerful roles in global sport is held by a leader who has consistently championed inclusive thinking.

“Women have an ace in our pockets. We have a totally different way of looking at things and solving problems, which can bring fresh thinking to male-dominated spaces.” Kirsty Coventr

At FIFA, Sarai Bareman has been equally clear that inclusion is fundamental to the sport’s future growth.

“The future of our sport depends on who we empower today – and that future must include women at all levels of the game – on and off the pitch.” Sarai Bareman

These voices reflect a broader shift: women are are influencing priorities, refining governance and the shaping long-term direction of sport.

Yet imbalance remains. Women still occupy a minority of executive roles globally, and decision-making power at C-suite level remains disproportionately male. Progress at board level has outpaced progress in executive leadership. Which is why progression stories matter.

When Global Sports Jobs interviewed Sarah Guilfoyle, England football’s youngest CEO, she placed her journey within a longer history of advocacy and responsibility.

“Brenda Spencer was the first female Chief Executive in football in 1995 and she fought for women to be allowed in boardrooms. Whilst I don’t believe the prejudice is as obviously extreme these days, there are things which need to improve and it’s my responsibility to advocate for those in the generations that follow.” Sarah Guilfoyle

Her words underscore an important reality: leadership progress is generational — and it requires continued advocacy, not complacency.

Women’s competitions are delivering record revenues and attracting dedicated sponsorship strategies. Broadcast investment is rising, and more women are entering commercial, operational and performance pathways than ever before.

What becomes clear, is that although progress is real, it is uneven; media coverage still trails men’s sport in most markets and executive representation remains disproportionately male. Investment growth is accelerating — but it is not yet consistent across sports, regions or levels of competition. The story is not one of completion, but continuation. Commercial growth alone does not guarantee equality — sustained structural reform does.

What we’re seeing in the global sports job market

From our vantage point across the Global Sports Jobs platform, we are seeing the impact of this growth translate directly into career opportunities.

Commercial roles linked to women’s competitions, for example The FIFA Women’s World Cup 2027 are increasing, particularly across sponsorship, media rights, digital fan engagement and event operations. Organisations are also investing more heavily in governance, strategy and decision making — areas where diverse leadership and perspectives are increasingly recognised as strengths.

Importantly, many organisations are now actively prioritising inclusive hiring and leadership development programmes. As the women’s sports economy continues to expand, the demand for commercially minded, strategically capable professionals — including women entering and progressing within the industry — is only expected to grow.

Four career considerations for women entering sport

For those considering a career in sport, the opportunity landscape is broader than ever.

1. Build Commercial Awareness
Understanding revenue models, sponsorship dynamics and fan engagement strategy creates influence across any sector of the industry.

2. Invest in Data & Digital Skills
Sport is increasingly technology-driven — from fan engagement platforms to performance analytics and commercial insights. Professionals who understand data and digital strategy are becoming essential across the industry.

3. Seek Organisations Committed to Progression
Look for transparent hiring practices, visible female leaders and structured development pathways.

4. Think Beyond Precedent
The industry is evolving. Leadership pathways are no longer defined by a single archetype. Strategic thinking, adaptability and confidence matter.

 

From Global Sports vantage point across the global sports job market, we see expansion in real time: commercial roles linked to women’s competitions are increasing, leadership demand is evolving and new opportunities are emerging across data, governance and major events. But momentum must be matched with intention. Representation improves when organisations commit to transparent hiring, visible role models and long-term progression frameworks.

International Women’s Day is both recognition and responsibility. The industry is growing — and the opportunity for ambitious, commercially minded and strategically driven women to shape the future of sport are clear.

Explore the roles shaping the future of sport — and position yourself not just to participate in its growth, but to help lead it.

 

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