Women’s Sport in 2025: Building a More Inclusive Future
Theo Rogers
1st May 2025
Sustaining The Game: Building a More Inclusive Future for Women’s Sport
1. Belonging.
The value of sport isn’t just about winning — it’s about who gets to play, who gets to be seen, and who feels like they belong.
At a time when 44.1 million people engaged with sport and 2.6 million attended live events in 2023, the conversation around women’s sport is gaining momentum. But to truly unlock its potential, men and women must link arms, working together to make sport more inclusive at every level.
Equally, we need the many different stakeholders in the sport’s eco-system (of which WePlay is one), to play their part.
2. Sport is different for women — and that’s something to embrace.
From physical differences to social expectations, recognising and celebrating these realities is critical. Football has led the way, creating a powerful blueprint for others to follow, but major gaps remain. For example, in team sports at school age, the difference between boys’ and girls’ participation rates is still as high as 27%.
At WePlay, we believe data-driven insights, culturally resonant campaigns, and relevant strategic partnerships are key to closing these gaps and growing the game for everyone.
3. The Role of Brands, Storytelling, and Media
Brands have a vital role to play, inspiring participation and creating genuine affinity with sport. But it’s no longer enough to “sponsor and hope” — the most impactful brands build communities, not just campaigns. Identifying relevant and purpose-driven partnerships cuts through.
Brands and brand creators like us have a role to play in ensuring we represent women and girls accurately through visuals, tone of voice, cultural sensitivity and storytelling opportunities.
At WePlay, we help brands and rights holders craft authentic stories, delivered through full-funnel campaigns that:
- Reflect real experiences through inclusive storytelling and imagery.
- Amplify female voices across owned and earned channels.
- Use data to reach wider groups and tailor narratives for real impact.
Social media, when used meaningfully, is a catalyst for shifting perceptions and an enabler for change. From niche sports like Boccia to global tournaments like the Rugby World Cup, it’s reshaping how fans discover, engage, and fall in love with women’s sport.
At WePlay, we believe our Performance Engine and platform expertise can help power the growth of women’s sport. We combine creativity with precision targeting, ensuring content not only reaches audiences but inspires action, loyalty, and community.
4. Designing for the Future of Participation
“I’m fortunate to work with some of the biggest Clubs and Rights Holders in global sport (and for that I’m grateful), however attending insightful events like #WomensSportWM keeps you grounded, with one eye on the growth opportunities, but with the other on the challenges we still face with participation and inclusion. Participation is about more than opportunity — it’s about belonging.
From school PE programs to grassroots leagues and governance workshops, the experiences we create must acknowledge the unique challenges women and girls face, including physical differences, social pressures, and barriers to entry.” Sharon Bennett – Head of Client Services and Women’s Sport
The Challenge Is Clear — and the Opportunity is Now
We must stop simply talking about women’s sport and start co-creating it — with women, for women.
The next generation of athletes, fans, and leaders are watching. It’s time to make sure their voices are heard, and their futures are supported.
At WePlay, we’re ready to help build the future of women’s sport — one campaign, one partnership, one story at a time. We have a team of women and men equally engaged and committed – and we are ready to help make a difference.
If you’d like to find out how we can help you grow your impact in women’s sport Contact us
