Sky Sports To Increase Visibility Of Female Athletes For WSL Launch

As the 14th season of the Women’s Super League (WSL) begins this weekend, research by Sky Sports reveals watching female athletes inspires young women to participate in sport.

For the fourth season in a row, Sky Sports will show 44 games from the WSL as part of a record-breaking joint-broadcast deal with the BBC. To mark the new season which begins tomorrow, a new study commissioned by Sky found that 88% of respondents believed that watching female athletes on TV inspires young women to participate in sports.

68,000 more girls in the United Kingdom are now playing soccer since England won the UEFA Women’s Euro in 2022. However, findings by the Football Foundation, the charity of the Premier League, The FA and Government, revealed “badly lit pitches and access routes, unsuitable changing facilities and late-night kick-off times can put women and girls off taking to the pitch.”

With broadcast coverage crucial in promoting female athletes, 79% agreed that TV plays a vital role in increasing visibility of sporting role models. To advance this, Sky Sports brought together one player from each of the twelve WSL sides for a fashion shoot, as part of their Editions series, with their outfits representing each athlete’s personality and the intersection between fashion and football.

As a spokesperson for the WSL Edition explained “the aim was to present the athletes as the modern, diverse, athletic role models they are. This was achieved through styling by starting each player’s look with their new home jersey for the 2024/2025 season before pairing it with the shapes, silhouettes, and items that are true to their individual personalities.”

The respondents to the survey said that breaking down stereotypes was the leading reason for having role models in sport. The use of four non-white English-born athletes in the shoot is particularly significant in a country where the women’s game has long been perceived as having a problem attracting girls from ethnically diverse backgrounds.

Just two years ago, the Football Association was forced to issue an apology after a video it released on International Women’s Day celebrating the impact of WSL players demonstrated a noticeable lack of diversity.

The use of individual as fashion icons illustrate how fans of the female game are influenced by the image of their favorite players. Over three-quarters of those questioned said female footballers are becoming more prominent in both celebrity culture and fashion and almost half of the 18-29-year-olds asked (44%) said they are likely to purchase a fashion item worn by a player.

Led by leading members of the Lionesses, the players featured are Leah Williamson (Arsenal), Alex Greenwood (Manchester City), Lauren James (Chelsea), Maya Le Tissier (Manchester United), Taylor Hinds (Liverpool), Jessica Naz (Tottenham Hotspur), Maz Pacheco (Aston Villa), Viviane Asseyi (West Ham United), Hayley Nolan (Crystal Palace), Megan Finnigan (Everton), Poppy Pattinson (Brighton & Hove Albion) and Janice Cayman (Leicester City).

Manchester City’s captain Alex Greenwood is one of the players featured. She said “the WSL is an amazing league and to have each club represented at this shoot with Sky was great to see. Whilst we’re on different teams, we are in it together to keep inspiring the fans and pushing the women’s game forwards.”

19% of those questioned said they drew direct inspiration from the female athletes they watched, motivating them to take part in sports or physical activities themselves. The online study was commissioned by Sky Sports and conducted by market research company Perspectus Global. 2000 British adults were questioned between August 15 and 19.

Head of Women’s Sport at Sky Sports, Jo Osborne said “at Sky Sports, we are dedicated to showcasing the exceptional talent in women’s sports, not only to entertain, but to inspire fans and encourage greater participation especially amongst the next generation. Bringing all the Women’s Super League clubs together for this shoot is the perfect way to kick off the season and build excitement for seeing these incredible players back on our screens this weekend.”

Arsenal v Manchester City will be shown exclusively live within the United Kingdom on Sky Sports and streaming service NOW on Sunday. Coverage starts at 11:30 BST on Sky Sports Main Event and Sky Showcase