In Her Lane: The Global Rise of Women in Sport

In July 2025, over 60,000 fans packed into a sold out stadium for the Women’s Euro Final. Millions tuned in worldwide to watch England beat Spain in a penalty shoot-out. Social Media lit up with highlights, debates and celebrations – not out of novelty, but because the world was genuinely watching. But behind that spectacle lies a story that stretches far deeper – one of resistance, resilience and revolution.

While women have long commanded attention in individual sports like tennis, athletics and badminton, it’s the growth of women’s team sports and large-scale competitions that signals a true global shift. This visibility didn’t appear overnight. For decades, women’s sport operated on the margins – underfunded, under-promoted and in some cases, deliberately banned. There were moments when the stadiums were empty, the cameras absent, and the athletes left fighting not just opponents, but systems stacked against them.

In this piece, we’ll trace the journey – from the early struggles to the modern triumphs – and explore how women’s sport has evolved into one of the most exciting frontiers in global competition.

Playing in the Shadows – The Early Struggles of Women’s Sport

Long before packed stadiums and endorsement deals, women’s sport fought simply to exist. In the early 20th century, societal attitudes were shaped by the belief that sport was unfeminine and physically harmful for women.

In England, women’s football had begun to gain popularity during World War I as thousands of women took up factory jobs – and to boost morale, they formed football teams. Matches began to attract massive crowds in some cases drawing over 50,000 spectators. As the popularity had started to grow, the English Football Association banned women from playing the game, declaring the sport “unsuitable” for females.

This wasn’t an isolated act, with female athletes across the world training without access to proper facilities, coaching, or financial support. Media coverage was almost non-existent and when it did appear, it focused more on appearance rather than the sport itself.

Even in the Olympics – supposedly the global stage for athletic excellence – women were largely excluded until well into the 20th Century. When they were included, it was usually events considered “appropriate” for women – Gymnastics, Figure Skating, Tennis, Badminton. Sports demanding physical intensity, aggression or endurance were seen as unsuitable.

For many women, participation wasn’t just about sport – it was a political act, a challenge to social norms, gender roles, and systematic bias. Whether on track, court, or pitch, they played to prove a point : that they belonged.

In the words of Alice Milliat, a French rower, during the 1928 Amsterdam Olympics –

“We simply wanted to compete – and be taken seriously”

Breaking Through – The Turning Points That Changed Everything”

The struggle for visibility and legitimacy in women’s sport wasn’t overcome all at once. But scattered across decades and continents, key moments – both symbolic and systematic – began to shift the narrative. These were sparks that lit a global movement.

1973 – Equal Prize Money at the US Open (Tennis)

Tennis became one of the first professional sports to take gender equality seriously, thanks in large part to Billie Jean King. After leading a boycott against tournaments that underpaid women, she helped secure a landmark agreement: “the US Open became the first Grand Slam to offer equal prize money to men and women”. At present all four grand slams offer equal pay for over 20 years.

The same year – Billie Jean King played – and won – the iconic “Battle of the Sexes” match against Bobby Riggs in front of 90 Million viewers. It wasn’t just a game but a public demonstration that women athletes were worthy of the stage and the spotlight.

1996 – Birth of the WNBA (Basketball)

While Micheal Jordan and the Chicago Bulls were dominating the game of Basketball, the Women’s National Basketball Association (WNBA) was born with the backing of the National Basketball Association (NBA). It gave female basketball players a professional home and millions of young girls a new dream. Unlike earlier, short-lived leagues, the WNBA had the backing of the media, corporate sponsors and a long-term vision. It didn’t just promote basketball – it redefined what a sports career could look like for women.

Currently the WNBA is experiencing record-breaking viewership with over 50 Million unique viewers in 2024 and more than 150 sold-out games and a new $2.2 billion media rights deal set to begin in 2026

1999 – The U.S Women’s World Cup Win (Football)

The 1999 FIFA Women’s World Cup Final at the Rose Bowl , California, was not just a landmark for football, but for women’s sport globally. Over 90,000 fans filled the stadium and millions watched on television as the United States defeated China in a dramatic penalty shootout.

The image of Brandi Chastian’s iconic celebration shirt off- fists raised – became a symbol of women’s empowerment and landed on the front pages and inspired a generation, that women’s sport could deliver drama, emotion and mass appeal.

1980s Onwards – The Olympic Games

Before 1980, women’s participation in Olympics was limited – both in number of athletes and events. Many sports either excluded women entirely or only had a few categories for them.

This changed after the 1980 with Marathon being included for Women in the 1984 Olympic Games in Los Angeles. The female participation was approximately 21% in the 1980 Moscow Games increasing to 44% in London 2012, and 50% in Paris 2024.

This momentum paved way for more gender-balanced and inclusive Olympic Gam

The Growth Era – From Moments to Movement

By the early 2010’s, women’s sport had moved beyond the occasional headline. It was no longer about proving the women could compete – it became about showing they could draw crowds, drive revenue, dominate the cultural conversation. This was the dawn of the growth era, where symbolic victories gave way to sustained, structural success.

One of the most iconic moments came on Women’s Day – 08th March 2020 at the iconic Melbourne Cricket Ground where over 86,000 fans flocked to witness the Women’s T20 World Cup final between India and Australia. While Australia dominated on the field, the real win was in stands and on the screens with the game drawing one of the largest crowds ever for a sporting event globally and broadcasted in over 100 countries. In the words of Lisa Sthalekar, former Australian Cricketer – “This is not just a cricket match. This is a Statement”.

In the aftermaths of this game, the Board of Control for Cricket in India (BCCI) launched the long-awaited Women’s Premier League (WPL) which brought prime time cricket and packed stadiums, with major IPL franchises investing heavily in women’s teams.

Streaming platforms like DAZN and Amazon gave women’s sports global reach, while major brands have begun investing seriously in women’s sports. Today top women athletes have leveraged social media to amplify their voices, build personal brands, and connect directly with a growing, engaged global fanbase.

Women’s sport has risen from the margins to the center stage – built by resilience, talent, and relentless voices demanding change. As visibility grows, so does possibility. The future lies in deeper investment, equal opportunity and women not just playing the game – but owning, leading and redefining it on their own terms.