Caster Semenya.
As the championships come to an end, the momentum to support women’s sports wanes, leaving them to contend with the economic, exclusionary and unequal issues they faced before these tournaments. And this despite the fact that female athletes continue to prove their worth and represent a reference and blueprint for many young women and girls to take up sports as a profession, hobby or hobby.
In recent years, female athletes (including LGBTI+ people) have not only proven their worth, but also exposed the extent of sexism and gender inequality in sport. This comes at a time when the Women’s World Cup, Netball World Cup and FIBA Basketball World Cup are shaking up gender and societal norms and stereotypes. It extends to individual women in sports such as tennis, track and field, swimming and gymnastics.
Although female athletes are speaking out more loudly about the exclusion they face and how it impacts their ability to navigate sport and life, those with power turn a blind eye. These include ministries, committees, governance structures, media and international sports bodies that are predominantly led by men.
Female athletes continue to face stereotypes and prejudices created by gender and social norms that define women as fragile, less capable and passive. This formulation has led to a lack of support for women’s sports because of the level of masculinity associated with the sport. This applies to the extent that their games are not broadcast, their sporting events are not attended or there is little or no investment (including support) for teams and individuals. These prejudices prevent women from playing sports or receiving equal opportunities in sports administration.
Another issue is the wage gap and lack of investment in women’s sports. This is one of the most obvious areas of bias, as women lag far behind men when it comes to pay. Arguments such as disparate performance, unequal representation and revenue generation have been raised. Many governments, institutions and companies do not invest and finance women’s sports sufficiently. For example, most companies are reluctant to sign brand and endorsement deals with female athletes, and when they do, they view it as a moral obligation rather than an investment.
The lack of representation and female leadership on boards and institutions leads to a cycle of exclusion from sports systems. Female trainers are not supported despite the awards and successes they have to offer.
A lack of laws and regulatory frameworks as well as poor media representation create even greater challenges. There are regulatory gaps in the protection of the gender rights of athletes in sport. Despite a strong human rights framework to protect gender rights, the complex relationship between law and sport leaves athletes in a vulnerable position, with limited accountability of sports federations and limited access to redress. This also extends to protecting the rights of non-conforming athletes who may not necessarily fit into the binary categories of sport. Media representation and reporting has negatively contributed to the creation of harmful gender stereotypes. Anna Mambula puts it very well when she says: “The media tends to portray athletes as women first and athletes second.”
It is important to propose steps to achieve gender equality in the sports industry.
- Reducing stereotypes and prejudice: Sports institutions, male allies and sports activists should increase their efforts to change stereotypes about women in sports. This also extends to the way institutions position women, approach their communications and support their sport.
- Representation in sports leadership: An important gender-transformative approach to overcoming this gender barrier is promoting gender equality in sports leadership and leadership. Female trainers should be well paid and supported. A more equal management of men and women on the sports board contributes to a better working environment. This ensures that broader gender interests are taken into account when allocating resources.
- Better pay for female athletes: Efforts at the institutional level play an important role in laying the foundation for long-term positive change to reduce the gender pay gap. For example, it is crucial that equal pay policies are implemented in sports facilities.
- Promoting women’s sports: Investing in women’s sports is an important part of creating longevity and an enabling environment for women’s participation. The starting point is the school level. The many other resource components include broadcasting games, providing branding and advertising deals, and creating or maintaining women’s sports facilities.
- Changing laws, policies and other frameworks: These continue to represent a barrier to women’s participation in sport. Laws do not address gender inclusion and diversity and their interpretation and application tend to be sexist. Reforms are needed at global, regional and national levels to integrate gender equality strategies. There must also be effective reform to protect the rights of uncertified athletes.
- Changing Media Coverage: The media is a powerful tool when used strategically to address gender inequality in sport. It influences and reinforces attitudes, beliefs and practices. Together, organizations and media can take a leadership role in increasing the visibility of women in sport. Training female sports reporters can also help promote women’s sports and address gender inequalities.
None of this is possible without the support of male colleagues. The pursuit of gender equality in women’s sports is not just a women’s fight. Men’s support, mentorship and contributions are crucial for visible progress.
Karabo Mokgonyana is a legal and development expert and program director of the Sesi Fellowship and Skill Hub.
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