Issues & Comment

Sweaty Betty wants to reimagine school changing rooms

Sweaty Betty, the major UK women’s activewear retailer, has launched a campaign to ‘reimagine and redesign school changing rooms through the eyes of the girls who use them’.

The Sweaty Betty Foundation, whose mission is to ‘empower women and girls from every background to get active,...

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The best opinion and insight from the players, pundits, Women’s Sport Daily columnists and some of the biggest personalities in women's sport

Women's Sport Trust report, women's sport, media

How women are beating men in the sponsorship game

The Women’s Sport Trust has just released its The Consumer View report which examines how women’s sport sponsorships are resonating with fans and driving brand impact. And the news is that in key areas, sponsoring women’s sport delivers superior results compared to men’s sport.

9.96 million consumers are more likely to buy from a brand that sponsors women’s sport (vs. 8.38m for

Digital consumption of women’s sport jumps sharply in the first half of 2025

A new report from the Women’s Sport Trust (WST) highlights some fascinating trends in viewership of women’s sport.

The publication - Beyond the Headlines: How Women’s Sport Is Being Seen In 2025 - came out at the end of June 2025 and shows that in some respect it’s currently something of a ‘game of two halves’.

Traditional UK linear broadcast reach fell 13% in the first five...

What does the Super League mean for women's football?

It could so easily have been overlooked. A throwaway line, or so it appeared, in the new European Super League's press statement released late on Sunday night.

"As soon as practicable after the start of the men’s competition, a corresponding women’s league will also be launched, helping to advance and develop the women’s game."

Enough to sow seeds of doubt and accusation but...

If you want to grow women's sport, let the fans back in

Congratulations to the Rugby Football Union for landing a major sponsor for the Premier 15s during these difficult times. The money coming in from insurance giant Allianz will help secure the sport at the elite level and replace funding for grassroots women and girls' rugby which has been decimated by the Covid crisis.

But just as the sport receives some welcome good news, there is a...

Football, women's football, women's sport, trans women's sport

Why it's time to address the divisive debate over female transgender athletes

The subject of transgender athletes competing in women’s sport is constantly debated by athletes, journalists and fans around the world. Whether you are pro-transgender inclusion in sport or against it, the debate has become divisive and is often filled with stereotypes and assumptions.

Many of the arguments against having female transgender athletes in sport are centred on the...

Football, women's football, women's sport

Dutch delight - why Wiegman's the right choice for England

The Football Association may have received 142 applications for the England job but, in reality, the choice came down to a straight shootout between two women - the coach who won the last World Cup or the opponent she beat in the final.

The fact The FA opted for the latter may seem counter-intuitive. Sarina Wiegman, though, is the right woman at the right time to lead the Lionesses...

Sky Sports debate the impact of COVID-19 on women's sport

One thing this pandemic has highlighted is how women's sport has made strides over the years yet there are still barriers and restrictions - especially with many in society still having a socio-political outlook and negative perception. It is a reflection of education and culture, yet we can challenge these stigmatisms to create accessibility for all.

During the Sky Sports Main Event...

“Sport is an amazing leveller" - the story of the Mintridge Foundation

When Alex Wallace (née Paske) established the charity The Mintridge Foundation little did she expect that, just five years later, it would have the impact, reach and success that it has.

With 40 ambassadors, comprising elite athletes, Olympians and Paralympians, the Mintridge Foundation has touched the lives of more than 55,000 young people, via 285 courses and programmes, through...

Tackles, Tinseltown and Toddlers: inside the launch of Angel City

When the two-year-old daughter of the world's greatest-ever female tennis player is named as an investor in a new women's football team, you get a sense this isn't a normal club launch.

In fact, there's nothing normal about the birth of Angel City , the name of the investment group set up to form a new expansion team in the National Women's Soccer League.

Oscar-winning...

Coronavirus and the campaign to close the "gender play gap"

There could be a hidden benefit to the country spending months in lockdown due to the COVID-19 pandemic as increased physical activity encourages women and girls to close the 'gender play gap'.

Sport England's Active Lives report on the nation's activity levels pre-coronavirus was already encouraging. More women than ever were exercising in the period between November 2018 and...

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