Women’s Super League Inspires Young Women to Engage in Sports

The 14th season of the Women's Super League (WSL) is set to commence this weekend, and new research by Sky Sports highlights the impact of watching female athletes on young women. According to the study, 88% of respondents believe that viewing female athletes on television inspires young women to participate in sports.

Sky Sports, in collaboration with the BBC, will broadcast 44 WSL games for the fourth consecutive season. This broadcast initiative aims to increase the visibility of female athletes as role models. The research also shows that television broadcasts are crucial in promoting female athletes, with 79% of participants agreeing that TV plays a vital role in increasing the visibility of sporting role models.

Since England’s triumph at the UEFA Women's Euro 2022, 68,000 more girls in the UK have taken up soccer. However, challenges such as poorly lit pitches, unsuitable facilities, and late-night kick-off times pose hurdles to greater female participation.

To celebrate the new season, Sky Sports brought together a player from each of the twelve WSL sides for a fashion shoot, showcasing the intersection of fashion and football and highlighting the diverse and modern athletic role models these players represent. This initiative underscores the breaking down of stereotypes and emphasizes the growing role of female footballers in celebrity culture and fashion.

The shoot featured athletes like Leah Williamson from Arsenal, Alex Greenwood from Manchester City, and Lauren James from Chelsea, among others. Alex Greenwood expressed her excitement, highlighting the unity among players to inspire fans and advance women’s football.

The survey also revealed that 19% of respondents drew direct inspiration from female athletes they watched, prompting them to engage in sports or physical activities. The study, conducted by market research firm Perspectus Global for Sky Sports, surveyed 2,000 British adults in August 2024.

Jo Osborne, Head of Women’s Sport at Sky Sports, emphasized their commitment to showcasing women’s sports to entertain and inspire, especially encouraging participation among the next generation. The upcoming Arsenal v Manchester City match will be broadcast live, further building excitement for the WSL season.