Sky and Alessia Russo launch nationwide initiative to boost girls’ sport participation

Girls in the UK are missing out on 280 million hours of sport every year compared to boys, a gap that could cost the nation £6.5 billion in lost economic and health benefits by 2035, according to new research commissioned by Sky.

The report, Game Changing: How sport gives every girl a better chance, reveals that girls who play after-school sport are 50% more likely to reach senior roles later in life, a boost equivalent to a university degree. However, barriers such as cost, lack of facilities, and unequal access mean 340,000 more girls than boys are excluded from sport annually.

To address the gap, Sky is calling for targeted tax relief on women’s sport production to increase visibility, improve coverage, and grow jobs in the sector. With 55% of girls saying professional athletes inspire them to play, Sky is urging wider collaboration between government, education, and media to drive change.

 “By age 11, one in three girls stop believing sport is for them. This is not just a personal loss, but a national one. We need bold investment and collaborative action to ensure every girl belongs in sport.”

Dana Strong, Sky Group CEO

Sky is also taking action by partnering with England and Arsenal forward Alessia Russo and UK charity Goals 4 Girls to launch The Alessia Cup, a nationwide grassroots football tournament creating opportunities for teenage girls from underserved backgrounds.