Dissertation: Does increased investment into women’s sport have female athlete interests at heart or is this being driven by other stakeholder interests

Name: Natalie Salunke

Role & company: Middlesex County Cricket Club, Board Director

Dissertation length: 9,801 words

Introduction:

In recent years, women’s sports have undergone unprecedented growth, transitioning from a historically underfunded sector to a rapidly expanding market projected to generate $1.28 billion in revenue by 2024 (Deloitte, 2023). This transformation has been fuelled by increased corporate sponsorships, lucrative broadcast deals and rising fan engagement. High-profile events such as the FIFA Women’s World Cup and the Olympics have elevated the visibility of female athletes, spotlighting their talents on a global stage. Concurrently, movements advocating for gender equality, such as #MeToo and equal pay campaigns, have further strengthened societal support for women’s sports, encouraging brands and institutions to align with this growing sector as part of their corporate social responsibility (Fink, 2014).

Investment in women’s sports has come in both direct and indirect forms, ranging from media contracts and sponsorship deals to government policies promoting grassroots and elite-level participation. However, while this influx of capital has advanced professionalisation and created opportunities for female athletes, it has also raised concerns about the prioritisation of commercial interests over athlete welfare. This dissertation explores the motivations driving investments in women’s sports, examines the implications for athletes and stakeholders, and highlights the balance needed to ensure sustainable growth that prioritises the wellbeing and empowerment of female athletes over purely profit-driven outcomes.

Key findings:

Increased investment in women’s sports has undoubtedly driven notable advancements in visibility, professionalisation and financial opportunities for female athletes. This dissertation explored the multifaceted nature of this growth, addressing the central question of whether the increased investment in women’s sports is genuinely intended to empower female athletes, or if it is primarily motivated by commercial interests. Equally is such investment catered around the needs vocalised by such athletes or is it deigned on them by other stakeholders. The findings suggest a complex interplay between these factors, with both empowerment and profit-seeking motivations shaping the current landscape.

True insights into investment strategy were difficult to find. Although I was able to present a number of hypotheses and rationales relating to decision-making around investment, further research into this area would prove to be valuable if obtainable. There is also a lack of literature on the female voice and viewpoints on whether funds are being funnelled to where these athletes desire. Future research into the female athlete perspective would provide more insight into the dissertation thesis which could help quantify much of the apparent narrative gained through research of existing sources.

Conclusion:

Increased investment in women’s sports has marked a pivotal moment in the broader movement for gender equality in sports. While this growth brings much-needed attention and resources, it also raises important questions about the motivations driving this investment and its real impact on female athletes. Striking a balance between commercial success and the wellbeing of athletes is essential to ensure that the evolution of women’s sports empowers female athletes rather than exploits them. Moving forward, the future of women’s sports depends on a focus on inclusivity, ethical competition and sustained community engagement. By prioritising these values, which arguably encompass the desires of female athletes, the growth of women’s sports can be both transformative and sustainable, benefiting athletes and fans alike for generations to come.

This dissertation was part of the MA Leadership in Sport course, co-delivered between the Institute of Sports Humanities and Loughborough University London, educating current and future leaders.