How gender disparities affect women’s sport and fan engagement

Abstract

Despite notable progress in women’s sport over the past decade, historical advantages, unequal media representation, and social and cultural gender stereotypes continue to limit recognition of female athletes and undermine their growth in their professional leagues. Using the WNBA and NBA as central examples, this paper examines the ongoing disparities in fan attendance, media coverage, and public perception, exploring how these factors reinforce each other and contribute to the gender gap in professional sports. Men’s leagues like the NBA have had more years to build a loyal fan base, traditions, and financial support. In contrast, the women’s league faced significant challenges, like banning women from playing affiliated pitches. Women’s sports also get far less media coverage and are often shown in a way that focuses on their looks rather than their true skills. Cultural and social gender stereotypes enhance the idea that men's sports are the standard, making it harder for female athletes to be taken seriously or valued compared to male athletes. Surmounting these challenges through fair and consistent media coverage, increased funding for women’s leagues, and youth development programs is essential to building lasting growth in women’s sport and receiving fair and genuine gender equality in professional athletics.