UK – Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changing: How Sport Gives Every Girl A Better Chance, a new report from Public First, commissioned by Sky.
The study of 2,010 adults in the UK found that early participation in sport is as strong an indicator of future success as attending university, with women who play sport being 30% more likely to handle pressure, 20% more likely to enjoy challenging tasks and 30% more likely to bounce back after difficult times. Yet, girls aged 11–18 miss out on 280m hours of sport annually compared to boys.
The report found that 35% of girls say that boys have access to a wider range of teams, and 29% state that boys’ teams are given priority pitches. Sexism also remains a barrier, with 33% of girls aged 11–18 experiencing sexist comments while playing sport, rising to 42% among 15–18-year-olds.
More than half (55%), however, say watching professional athletes inspires them to play. In response, Sky is collaborating with footballer Alessia Russo and Goals 4 Girls to launch The Alessia Cup, a grassroots tournament designed to boost visibility and participation.
In our Game-Changers: The Future of Sports Fandom and Women’s Sports Economy reports, we highlighted the cultural, economic and health benefits of a thriving women’s sports industry.
Strategic opportunity
Remove barriers to girls’ sport by funding access, amplifying visibility of female athletes and sponsoring grassroots leagues or matchdays – positioning your brand as a catalyst for confidence, success and wellbeing for young women.