There is no doubt that women are underrepresented in the business side of sport as well as participation. Sponsorship and endorsement is often easier for male athletes to obtain due to their influence on spectators and their large fan base due to greater media coverage.

Female athletes that have secured big company sponsorship or big brand endorsement have often done so due to their “attractiveness” or female attributes rather than their playing ability. In some instances female athletes at their peak performance have lost endorsements to less able but seemingly more attractive athletes.

Recently there has been improvements in policies around pregnancy and sustaining female participation, particularly at the Olympic level of competition.

The Australian Sports Commission has a dedicated Women in Sport Unit that attracts participation and ensures ongoing support for female athletes.

Female athletes also deal with less resources for their sports. With lower pay rates and less funding from the governing bodies. For example, the Matildas were finally allowed to fly in business class in 2019 even though the Socceroos had been flying business class for many years.