Sky Sports Launches WSL to Boost Female Athlete Visibility This Weekend
- Sky Sports will broadcast 44 games from the Women's Super League as the 14th season begins this weekend.
- A study shows that 88% of respondents feel watching female athletes inspires young women to participate in sports.
- Sky Sports aims to enhance visibility and representation of female athletes through various initiatives, including a fashion shoot.
The Women's Super League (WSL) is set to commence its 14th season this weekend, with Sky Sports broadcasting 44 games as part of a joint deal with the BBC. A recent study by Sky Sports indicates that 88% of respondents believe that viewing female athletes on television encourages young women to engage in sports. However, challenges such as inadequate facilities and scheduling issues continue to deter participation among women and girls. To enhance visibility, Sky Sports organized a fashion shoot featuring one player from each of the twelve WSL teams, showcasing their personalities through unique styling that included their new home jerseys. This initiative aims to present female athletes as modern role models, breaking down stereotypes and promoting diversity in sports. The survey revealed that 79% of participants recognize the importance of television in increasing the visibility of female sporting role models, with 19% drawing direct inspiration from these athletes to pursue sports. The findings highlight a growing trend where female footballers are becoming influential figures in both celebrity culture and fashion, with nearly half of young adults expressing interest in purchasing items worn by these players. Jo Osborne, Head of Women’s Sport at Sky Sports, emphasized the network's commitment to showcasing women's sports talent to inspire future generations. The season opener, featuring Arsenal against Manchester City, will be broadcast live on Sky Sports and NOW, marking a significant moment for women's sports visibility in the UK.