Breaking Barriers - Building the Future of Women’s Sports
Women’s sports have never been more visible than now. Records are being broken, television audiences are growing and social media has given female athletes a platform like we’ve never seen. Yet, behind the headlines and celebrations, many athletes continue to face challenges such as unequal funding, limited media coverage and stereotypes. This is why I’ve talked to 6 female athletes in sports such as athletics, cricket, snowboarding, bobsleighing, rugby and motorsports, to hear about their experience of being an athlete.
Funding
Many women’s sports still lack a complete development pathway. While there are still many programmes promoting initiatives for women to get into sports they usually end before athletes reach a higher level. This is something that Chloe Grant, who competes in motorsports, had to face. Grant drove the first season in F1 Academy and after that experience, she thinks programmes like that are the biggest weaknesses in women’s racing today.
“Don’t get me wrong, I’m obviously very grateful to have had this opportunity. The biggest part for me was the development that one can get during that time because you get to race for these incredible teams that are competitive in F2 and F3. But even though you have this kind of backing, also from a team academy, you’ll still be let go after. I mean, right now we have quick girls, that is not the issue. But funding them for one year after they leave F1 Academy, depending if they won the championship or not and then letting them go is just not the right way to do it. I do understand that the funding is limited but it’s just a point that bothers me about that type of programme”
Her criticism of the F1 Academy programme highlights one of the biggest fundamental issues which is a short term investment instead of a long term career development. Male drivers often spend years working through F4, F3 and F2, most of them with a funding of a driver academy backing them up long term. However female drivers are often expected to prove themselves within a much shorter timeframe before funding disappears.
“I don’t come from money and so do loads of other people. My dad physically can’t invest in my career because he just doesn’t have the money to do so. This also resulted in me almost not being able to race this and last season but somehow I managed.”
The lack of funding creates this endless cycle where talented athletes leave certain competitions not because they lack the ability, but because the financial structure is basically nonexistent and they can’t afford to compete.
For Swiss bobsleigh pilot Selina Isler, success in her sport requires so much more than athletic performance. As a pilot, she is responsible not only for competing but also for organising her team, securing sponsors and also financing her expensive equipment all on her own.
“Something that we desperately need is financial security for athletes so that you don’t have to worry about so many other things alongside the sport that you’re doing”
Isler explained that female athletes, especially in Switzerland, often also become managers, marketers, fundraisers or logistics coordinators in addition to pursuing their sport full time so that they can make money on the side.
“Especially as a woman, if you end your athletic career at 35 and haven’t completed an education, you’re basically doomed. And I mean getting kids at 35 is also pretty late so you barely have any solid and secure options.”
Visibility
Another topic is that media coverage is simply shaping what we see of the different sports nowadays. Heptathlon athlete Christa Temeng believes that female athletes continue to receive different types of attention than men in the media.
“The media could also focus more on these incredible women’s achievements and not just their appearance or personal lives. Every time I see a headline saying things like “Alisha Lehmann has a new boyfriend” it just makes my blood boil in a way. Female athletes shouldn’t need to be conventionally attractive or have an interesting personal life, according to the media, to receive attention.”
Temeng pointed to loads of examples where male athletes are primarily discussed because of their performances or achievements while stories about female athletes often discuss relationships, appearance or clothing. The difference matters to her because the media shapes public perception. When audiences see female athletes presented as personalities rather than athletes, it reinforces the idea that women’s sport is more like an entertainment than a genuine competition.
For some, the media coverage was a blessing. Pakistani cricketer Diana Baig has witnessed huge changes throughout her career that came along with more media coverage
“We have the financial benefits that weren’t there before, which is amazing. In 2017, it was only the World Cups that were televised for us women but now it’s also the smaller league matches. This is good because there are numbers and interest which are increasing. We received better opportunities for sponsorships, as media and sponsorships are pretty connected with each other. There’s also a wider acceptance of women playing cricket in Pakistan, which is great to see. But there’s still the scenario in which a male Pakistan Super League player gets more attention than a woman who plays cricket for the national team and that is still a bit annoying to see sometimes.”
This comparison also shows that performance alone does not decide if there’s more or less investment. Audience size also matters, as it attracts sponsors, which create financial stability and that stability allows athletes to improve or the teams to get better equipment. Without media coverage, that cycle can’t even begin in the first place.
Chinese-German rugby player Sofie Fella explains the same point. From her experience of working in marketing and sponsorships, brands invest where audiences already exist and are a big part.
“This whole system is 100% linked together. I mean, if all our Germany women’s games were played on TV, of course major brands would want to put their logos on our jersey.”
Fella usually turns to social media. Having pitched herself multiple times with campaigns, partnerships or just a day in the life of a rugby 7s player, she finds social media an effective way of expressing her feelings and building a platform.
“Through social media you can get people to listen and care about what you’re saying. For many female athletes it’s a good way to make money as the sport doesn’t pay you. So many on my team are also full time teachers or work in marketing or just have jobs next to their athletic career so kind of being able to build a platform and promote yourself or your team just helps out so much also with securing sponsors and brand deals.”
Challenges
Christa Temeng openly speaks out about having a good support system that is there for you at all times and where you shouldn’t feel the need to be embarrassed about having your period.
“Not all coaches are good and I’m incredibly lucky with mine. I can talk to them openly about any problems, including for example my period. I think it’s very important that you shouldn’t hide this from your coaches as it is a part of your body and you can’t easily get rid of it. They also shouldn’t bodyshame you or make comments that can lead to that kind of path. Sadly in athletics, track and field and loads of other sports it still happens, which absolutely shouldn’t. There’s also people that need to understand that the body of an athlete is not what you see on TikTok and athletes shouldn’t need to be conventionally attractive or good looking. They are here to compete and they are allowed to scream or be aggressive at the competition venues cause it’s their time to shine. Just because we’re women, doesn’t mean we need to be kind or super polite at all times.”
Sofie Fella also talks about wanting to redefine what it means to be beautiful in Chinese culture, having faced a lot of criticism for not doing things that are traditionally feminine.
“I wanna have an impact redefining what it means to be beautiful and feminine. I used to hate that I was bigger and more muscular. I would probably tell my younger self that confidence is not a bad thing at all. Usually, it’s seen as negative to be too confident, to be too proud of your accomplishments or to talk too much but I wanna change that. Just love yourself, embrace who you are, take up space and embrace being strong. These are superpowers and you should absolutely love that you have them.”
What has to change?
One thing is clear, women’s sports does not lack talent, but it lacks equal opportunities and consistent support. Progress has been made over the last decade but everyone once pointed at the same areas that still need change.
Financial backing
Many women manage to get exciting opportunities but due to lack of funding, it doesn’t work out long term for a lot of them. Sponsors and teams should invest equally in both male and female programmes so that both get the same opportunities in the same field.
Media coverage
Media coverage should focus more on the achievements and career of these female athletes instead of focusing on their private lives or relationships. The viewership, fans and sponsors also get increased with more coverage, which would benefit the entire sport.
Sponsorships
Multiple athletes explained that they work just as hard as men, yet don’t receive equal funding or lower amounts of financial benefits. Sponsorships should invest more into the women’s side of sports, not just because it’s a good thing to do but also because the audiences continue to grow each year.
Better support systems
Many highlighted the importance and need of a good support network, whether that’s in mentorship, mental health support or on topics such as guidance, nutrition and women’s health. Not all coaches are good at their job, yet every athlete needs one.
Stereotypes
Women should never feel the need to justify being strong, competitive or ambitious. Sports should be a place where everyone is treated equally based on skill and dedication, not off of looks, gender or cultural expectations. Changing these mindsets begins with responsible and accurate media representation as well as role models who one can look up to.
Supporting women in sports doesn’t cost anything and benefits them immensely. It’s time to look past the stereotypes and support these incredible individuals.
Article written by Sania Zimmermann © Sania Zimmermann 2026
