The push toward gender equality in sports has picked up pace in recent years, thanks to the Olympic Movement and other progressive initiatives. But a number of barriers still remain for women and girls, many of them underpinned by patriarchal gender norms.
The first is financial: Female athletes are less likely to receive the lion’s share of media coverage, which leads to less revenue. This can be attributed to the fact that there is a tendency for journalists and broadcasters to “objectify” female athletes, emphasising attributes associated with femininity (like beauty and family roles) while downplaying their athletic achievements. This can discourage girls from participating in sport and also influence how society perceives women’s performance in the field.
A second barrier is cultural: As a result of gender stereotypes, it is often perceived that men are better at sports because they are more physically fit and are faster and stronger than women. These perceptions can discourage girls from participating in sport, which can lead to a vicious cycle: less participation means fewer opportunities for sponsors and television contracts, and that in turn leads to lower incomes.
A third barrier is institutionalized: The structure of sports organizations can limit the advancement of gender equality, and this includes how decisions are made and by whom. It can also include how facilities are allocated and supported. To address these barriers, increased funding for gender-equitable programs in sports and greater investment in women’s sports infrastructure could encourage more participation. More balanced media coverage and improved mechanisms to report discrimination and harassment could complement these structural reforms.