Amplifying Women’s Voices in Sports: Leveraging Technology and Data for Equity

As we just celebrated Women’s Day (8th March), it is not only important to recognise the progress women’s sports have made, but also acknowledge the substantial work that still lies ahead. If you consider the two major representative sports; football and basketball, the steady rise in viewership seen by the Women’s National Basketball Association with new stars Angel Reese and Caitlin Clark leading the way is a classic example of success. Similarly, the finals of the 2023 Women’s World Cup drawing a record-breaking number in both Spain and England is a positive reflection.

Despite this progress, there is still a long way to go as far as gender biases in the sports industry go. Coverage remains comparatively limited and there are fewer opportunities for female athletes to achieve the same financial success as their male peers. To address this imbalance requires a concerted effort from investors, brands, and broadcasters alike. The opportunity to enhance the visibility of women’s sports and foster gender equity in the industry lies in technology. 

With the right tools, we can broaden coverage of women’s sports and highlight female athletes that would have otherwise gone overlooked. The opportunity to address this problem is a historical one. Done correctly, the sports world can break down long-standing barriers for women in the industry.

The Rising Tide of Women’s Sports

The emergence of women’s sports is two-pronged. On one end, there are established female leagues that have recently grown significantly in popularity. For example,  the Women’s Euro 2022 in football brought in over 360 million viewers, demonstrating the increasing demand for female-led sports content.  

On the other side, newer leagues are emerging, such as the Professional Women’s Hockey League (PWHL) which debuted in 2023 and generated significant fan interest. Additionally, sports like pickleball, with female athletes comprising close to 40% of the player base, are carving out new spaces for women in sports. 

Women’s sports are not only gaining attention from fans, but those fans are highly engaged. Female sports enthusiasts are active across various channels—they attend matches, buy merchandise associated with their favorite players such as jerseys, and follow them on social media. These fanbases are loyal and eager for more content. 

The call for increased visibility isn’t just about expanding coverage; it’s about offering fans the in-depth access they crave.  Technology can help shatter the glass ceiling that has traditionally limited sports visibility.

Leveraging Technology to Drive Equity

Broadening the scope of women’s sports requires more than just a desire for greater representation – it demands action. Stakeholders can put this demand into play by implementing the right technology. The sweeping changes empowered by data and artificial intelligence in broadcasting can play a transformative role in providing new opportunities for both established women’s leagues and emerging ones.

Right now, fans are limited in what they can see. Traditional linear broadcasting channels are often constrained by time slots: Choosing between men’s or women’s sports can be a zero-sum game. However, new technologies through digital platforms spare broadcasters from making this choice. 

For example, Disney+ Hotstar is leading the charge by enabling sports fans to access live events and distribute content across multiple digital platforms. With flexibility such as the ability to livestream content, distribute it to social media, or cast it on a second screen, sports leagues can be more inclusive in their coverage. They can air more female-led sports, including both established and emerging leagues, and also spend more time highlighting players beyond just the traditional stars. 

Digital-first platforms offer the advantage of personalization. Unlike traditional TV broadcasts which operate on a one-size-fits-all theme, streaming platforms can provide tailored experiences for fans. For instance, one viewer could watch a PWHL match that focuses on the play-by-play strategy, while another may prefer a feed that highlights player profiles and backstories. This customisation enhances viewer engagement, especially with younger audiences who are increasingly drawn to digital-first, social-driven content.

Artificial intelligence is instrumental to personalization. The rise of AI-based video editing tools is revolutionizing content production by allowing broadcasters to automatically generate clips and highlight specific players or moments in real-time. With these capabilities, sports leagues can elevate athletes who might otherwise be overshadowed by mainstream stars, thus enabling all players an opportunity to gain recognition and build a fanbase.

With increased viewership, female athletes will have more monetization opportunities as well. Currently, brand deals are often limited to a small group of high-profile female athletes. Coverage if widened through digital platforms and AI personalization, opens the door for more athletes to enjoy sponsorships, advertising deals, and other revenue streams, having an overall positive impact on the sports ecosystem.

Technology as the Key to Equity

Technology and data have the power to transform and break down historical imbalances, offering female athletes the platform, recognition, and financial backing they have long deserved. The current success of women’s sports is not a fleeting trend—it marks the beginning of a new era. One where technology enables deeper fan engagement and innovative monetization strategies, Women’s sports will resultantly be on a trajectory for long-term growth and stability.

Now is the time to recognise the immense potential of this space. By embracing technological advancements and strategies for recognition, the sports industry can foster a more inclusive, diverse, and equitable future—one where all athletes, regardless of gender, have the opportunity to thrive.

The author of this article Meghna Krishna is Magnifi’s Group Chief Revenue Officer.