Female athletes – formidable forces of change

The global popularity of women’s sports has exploded in recent years, serving as a triumphant testament to the resilience and brilliance of female athletes. In fact, women have been shattering the glass ceiling – not just through incredible athletic performances, but also through their business and social impact. Today’s athletes are leveraging their platforms to advocate for social issues, challenge stereotypes, and push for systemic change.

Simone Biles is a powerful example; she openly shared her personal struggles to ignite an important discussion about athletes’ mental health. Serena Williams is another, using her influence to speak out against gender inequality and racial injustice. From the pitch to the boardroom, female athletes are proving to be incredible forces of change, driving increased viewership and sponsorship deals.

However, when compared to long-established global men’s sporting teams, male athletes continue to draw larger audiences and bigger brand sponsorships. This disparity fuels the wage gap between men and women in professional sports.

The playing field isn’t even yet

Shocking figures from 888sports in 2024 suggest that the highest-paid female football player, Australian Sam Kerr, earns the equivalent of £417,000 a year. Meanwhile, the highest-paid male player, Cristiano Ronaldo, set a new record this year, earning the equivalent of £222.5 million. And it’s not just football; stats from Adelphi University show that male athletes in basketball, golf, baseball, and tennis earn anywhere from 15% to nearly 100% more than female athletes.

But the tides are turning…

While the gender pay gap in sports has a long way to go, we are witnessing a shift in how female athletes are recognised and celebrated. Last month, SportsPro announced their ranking of the most marketable athletes, and it’s cause for celebration that this was one of the most gender-balanced lists to date. It’s clear that beyond their sporting capabilities, female professionals are becoming sports personalities and brands that rival their male counterparts.

Soccer player Megan Rapinoe is just one example. Alongside her advocacy work, she co-founded the gender-neutral lifestyle brand Re-Inc, with the mission of inspiring others to boldly reimagine the status quo. It’s impossible not to mention Ilona Maher, the American rugby union player who has skyrocketed to social media fame, using her platform to challenge perceptions of femininity and traditional beauty standards, empowering women and girls to embrace strength – all through her love for a sport historically viewed as exclusively male. I was also thrilled to see Whoopi Goldberg announce the launch of the All-Women’s Sports Network earlier this month. This dedicated new global platform for women’s sports demonstrates a commitment to investing in the women’s game and will inevitably spark further developments. 

At Dirt Is Good, we’re proud to be part of this movement. Our partnership with Arsenal FC and upcoming campaign with the Arsenal Women’s team is just one way we advocate for the critical role sports can play in inspiring confident young girls and women. Whether as fans or players, having relatable role models on and off the pitch is vital in empowering women to get outside and Play On.

Progress is a process – let’s all get behind It

The more we champion today’s female athletes, the more we inspire positive societal change, challenge stereotypes, and encourage personal growth in younger generations. After all, seeing women’s sports on the global stage is a powerful tool for encouraging young women to get into and stay in sports.

We have so much to learn from today’s female athletes: their successes, their failures, and their personal journeys. Whether supporting grassroots opportunities or spotlighting female athletes on the world stage, we can collectively create a fairer sporting landscape – one that benefits female athletes, brands, and is critical for inspiring the next generation of sporting talent.

To the female athletes – who remain masters of resilience – we are all behind you, supporting from the sidelines as you Play On despite the challenges you face along the way!