The media storm circulating in the wake of the world’s highest paid athletes, which featured no women among the top 100, combined with the shameful commentary by Triple M radio host Marty Sheargold reflects an outdated and harmful mindset that has no place in modern sports discourse.
While it’s tempting to give such remarks more attention, they ultimately serve as a stark reminder of the cultural shifts still needed in certain media circles. The incident not only damaged Sheargold’s reputation, but also casts a spotlight on the corporate culture that allows such attitudes to persist.
It’s disappointing that meaningful action was only taken when advertisers pulled their support, and the silence from his co-host who laughed along is equally concerning. True understanding and change needs come through consequences and actions, not just reactive measures.
While we may never completely silence the naysayers, it’s crucial to remember that over 60 per cent of women’s sports viewers in Australia are men, highlighting the growing appreciation and support for female athletes across genders.
To put the figures into perspective, the highest earning female athlete of 2024, champion tennis player and current world number #3, Coco Gauff made US$30.4 million. This is a far cry from the US$37.5 million earned by the 100th highest paid male athlete.
While the figures are striking, the disparity reflects a larger systematic issue that’s ingrained in underinvestment in women’s sports, a problem that is not limited to salary, but extends to media coverage, sponsorships, and overall market potential.
Research reveals that Australia’s women’s sporting industry is projected to be worth $49 billion in customer value over the next 15 years, yet the current commercial approach falls woefully short.
We need to examine the broader commercial landscape to understand the scale of this issue. The sporting market in Europe and the United States is vastly larger, with media rights, sponsorship deals, and athlete salaries in their tier one sports outrunning those in Australia. In comparison, Australia’s own tier one sports, including NRLW, AFLW, and cricket, operate within much smaller commercial realities.
Female athletes in Australia, even those at the top of their game, are often forced to look overseas for competitive opportunities and sustainable income. Across multiple codes and competitions, the earning capacity for female athletes consistently lags behind their male counterparts, not just in player salaries, but in personal sponsorships, appearance fees, and commercial endorsements. This pay gap isn’t just a reflection of on-field performance, but of deeply ingrained commercial biases that undervalue female athletes as marketable assets.
Without a doubt, media is a key lever in the commercial success of any sport. New research from the Victorian government states media coverage of women’s sport increased five per cent, from 15 per cent in 2022-23 to 20 per cent in 2023-24. This still pales in comparison to the 75 per cent allocated to men’s sport.
The disparity isn’t just about visibility, it directly impacts the commercial viability of women’s sports. With limited exposure, female athletes struggle to attract sponsorship deals, broadcasting rights, and media attention needed to drive their earnings.
If female athletes are never given the airtime they deserve, how can media giants possibly gauge their commercial potential?
Much of the sponsorship funds that go into women’s sports is not directed toward athletes themselves, but instead funnelled into infrastructure, administration, and broader development of the sport.
Don’t get me wrong, these investments are necessary for the long term growth of women’s sport, however, they do little to address the immediate financial struggles of female athletes, many of whom juggle multiple jobs just to make ends meet. The traditional sponsorship models simply don’t work for female athletes. How can brands effectively track how their investment translates into real value for the individuals they sponsor? Without clear metrics of success and return on investment, corporate Australia remains reluctant to invest in female athletes, prolonging the financial disparity.
As female athletes continue to show their potential on the world stage, the commercial returns will undoubtedly follow. However, the path forward requires a fundamental shift, not just in how we value women’s sports but how we promote, cover, and invest in athletes. This isn’t just a matter of equality, but recognising the untapped potential of a market that’s ready to be valued.
It’s time for sporting industries, brands, and media companies to stop seeing women’s sports as an afterthought and start treating them as a viable, lucrative investment.
Feature image: Clare Starling and Nicole Comerford of Inner Sanctum Sports Management.