There was a surge in women’s sports media coverage during the 2023 FIFA Women’s World Cup, driven by the increased popularity of women’s sport, a new report released by the Victorian government has shown.
This week, The Conversation of Sport report was released, which examined more than 4,000 news stories throughout the tournament in July and August 2023.
During that time, almost one in three sports news stories in Victoria was about women’s sport, with one in five dedicated to women’s football. The coverage of women’s sport was more than doubled compared to the year leading up to the tournament.
The report also showed that female journalists contributed a greater portion of news stories over the period, with 34 per cent of bylines compared to 27 per cent in the previous year.
“The more women role models young women see, the more opportunity we create for them. We want young women to know that a career in sport is a genuine option for them – from a professional player, a role at the club, in sports media, or a board room position,” said the Minister for Community Sport, Ros Spence.
The 2023 FIFA Women’s World Cup was historic, garnering nearly 2 million attendees and 11.1 million Australians tuning in to watch Australia’s semi-final against England – it was the largest viewing audience in the history of free-to-air ratings.
Men still more likely to be asked to comment on women’s sport
Despite such significant coverage of women’s sport at the time, the report reveals men were still 18 times more likely to be asked to comment on women’s sport compared to women commenting on men’s sport (excluding athletes).
The new research demonstrates the importance of initiatives like the Change Our Game Women in Sports Media Program, which supports women to progress their careers in sports media and has helped more than 100 women since 2020.
“We encourage the media to build on this momentum and continue to elevate the coverage of women’s sports,” said the Director of the Office for Women in Sport and Recreation, Sarah Styles on the latest research.
“Increased media coverage ensures that the talent, achievements, and stories of women athletes are celebrated year-round, fostering lasting change in the sporting world.”
Speaking to the report findings, Minister for Women Natalie Hutchins said it “is further evidence that there is a growing interest and fanbase in women’s sport, it is good to see the media coverage reflecting the public’s interest in the Matildas who are many girls’ heroes.”
Football Australia General Manager of Women’s Football Carlee Millikin said, “the FIFA Women’s World Cup 2023 reinforced the transformative impact of representation in sport.”
“The ability for women and girls to see themselves in the Matildas and connect with their stories has been pivotal, not just for female participation, but also in shaping broader societal perceptions.”
“This visibility empowers the next generation of players, coaches, referees, administrators and fans, inspiring them to dream big.”