The Power of Visibility: How Women's Super League Athletes Inspire the Next Generation

Image: Sky Press

By Jon Donnis

On the eve of the 2024/25 Women's Super League (WSL) season, new research has revealed the immense influence of increased visibility for female athletes. A remarkable 88% of respondents agree that watching female athletes on television inspires young women to take up sports, highlighting the crucial role that media coverage plays in shaping the next generation of athletes. This growing exposure comes at a time when women's football continues to gain momentum, with the WSL serving as a prominent stage for showcasing the talent, determination, and impact of these players.

To mark the return of the WSL, Sky Sports hosted a special photoshoot featuring one player from each of the league's clubs, with the athletes' outfits reflecting their unique personalities. This initiative, part of the Sky Sports Editions series, aims to celebrate female athletes who are breaking barriers and setting new standards, both on and off the field. The photoshoot not only highlights the individuality of the players but also underscores the intersection of fashion and football, showing how the sport is expanding its cultural reach.

The significance of this visibility goes beyond just the players themselves. New data commissioned by Sky Sports reveals that nearly 70% of people see professional athletes as the most influential role models in sport for young women. This demonstrates the important role WSL players play in shaping the aspirations of the next generation. The influence of female athletes extends beyond the football pitch, with 78% of respondents acknowledging that female footballers are increasingly prominent in both celebrity culture and fashion. This blending of sport and popular culture has helped broaden the appeal of football, particularly among younger fans, with 44% of 18-29-year-olds saying they would consider buying a fashion item worn by a player.

Breaking down stereotypes remains a key factor in the rise of female athletes as role models. One-fifth of survey respondents emphasized the importance of challenging outdated gender norms, while 19% highlighted the direct inspiration young women draw from seeing female athletes in action. This combination of empowerment and visibility is motivating more young women to participate in sports, fostering a new wave of female talent across various disciplines.

Manchester City player and England international Alex Greenwood expressed her pride in being part of such a progressive movement within the sport. Reflecting on the Sky Sports shoot, she said, "The WSL is an amazing league, and to have each club represented at this shoot 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." Her words capture the collective spirit of WSL players, who recognize the importance of unity in driving the growth of the women's game.

As the WSL season kicks off, media coverage is set to play an even greater role in elevating the visibility of female athletes. With 79% of survey respondents agreeing that television plays a crucial role in promoting sports role models, broadcasters like Sky Sports are integral in ensuring that these athletes reach as wide an audience as possible. Jo Osborne, Head of Women's Sport at Sky Sports, echoed this sentiment, stating, "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."

Sky Sports will air more WSL matches than any other broadcaster this season, starting with a highly anticipated clash between Arsenal and Manchester City. The match, taking place at the Emirates Stadium, will be broadcast live on Sunday, September 22, further enhancing the visibility of women's football and giving fans the chance to see their role models in action.

In the days leading up to the new season, players such as Leah Williamson of Arsenal, Lauren James of Chelsea, and Maya Le Tissier of Manchester United came together for the Sky Sports shoot, embodying the excitement and unity that is driving women's football forward. These athletes, along with their counterparts from other WSL clubs, represent the future of the sport, not just as footballers but as cultural figures who inspire fans to follow their dreams.

As the WSL continues to grow, the visibility of female athletes is set to reach new heights, with the league's stars playing a pivotal role in inspiring the next generation of young women to participate in sports, challenge stereotypes, and break barriers.