Gender Discrimination in Sports

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Surname 1 Your name Institutional Affiliation Course Date Gender Discrimination in Sports . There are several extraordinary elements that outline a collection of human beings. These elements range from music, food or tradition. Every individual’s life is based the elements in the society that surrounds them. One of the most significant part of way of life is sports. In the modern-day societies, games are source of revenue, career, earnings and amusement. Sporting activities devices bonds between individuals who could not have any common interests, whether as fans, athletes or sporting officials. The controversial issue in such competitions is the basis in which individuals are picked to participate in sports while hundreds or thousands sit back and watch. The most prevalent type of discrimination in sports is gender-based. Gender-based discrimination is sport has been a controversial issue due to inequality regarding wage, the number of audience and the range of opportunities that exist between women and men in competitive sports. Despite the recent developments, gender discrimination in sports is still common in 21 st century. Most people still watch men’s sports i.e. football more than women’s football. Women sports is rarely discussed in the media as well compared to men’s sports. When the topic of gender-discrimination in sports is talked about, most people are likely to view it in the perspective of lack of equal pay. This is true, however, there are several

Surname 2 underlying issues behind underpayment. Female athletes are subjected to less payment compared to men since their sporting activities generates less revenue. This will always remain a challenge to women especially when their sporting activities aren’t being sufficiently marketed. One of the teams that raised this controversy is the United States Women’s soccer team after the 2015 world cup. It was revealed that the United States Women’s soccer team were paid a quarter of what their corresponding male counterparts earned. The root cause of the sexism that exists in sports and causes women players not to be paid equally is the women’s sports marketing. Sponsors of women sports often allocates marketing budgets that makes it very challenging to establish fanbase-which results in low revenue that may not sufficiently sustain the athletes. This builds a believe that women’s sports are less deserving than men’s. If there would be more media coverage or sufficient sponsorship of women’s sports, the likelihood of increased popularity and audience would be more. If women’s sport would generate more interest, then the media will find it significant to invest more time and money on to it. It takes several factors to make sports successful. Some of these factors include the public’s general interest, commercial appeal and media coverage. It is a common fact that sponsors are less likely to invest in promoting individuals or teams who lack sufficient media exposure, which is common for most female sportsperson. One of the instances that reflects this instance is the Women’s Sport and Fitness Foundation that was founded in 2013 where women’s sports received a 0.4% commercial sponsorship and 7% media coverage (Womeninsports). The interdependence between sponsors and sporting clubs is mutual. Viewers admire, watch and follow sports at the highest professional standards. In the same way, sponsors always want to be associated with the best sportspersons. Most female sporting activities lack

Surname 3 sponsorship support, even those that represent their countries have also been limited by sponsors. Achieving equality in women sports is a complicated measure. Women’s sports will remain irrelevant until the hurdles that makes women’s sports insignificant are removed. Supposing Lucozade becomes a sponsor of women sports, the organization must recognize that paradigm of women sports is changing. There is an increasing energy for equality in the industry. Considering the English women cricket team that became professional in 2014, this was after the signing of a two-year contract for sponsorship with KIA. They managed to win several contests. Wimbledon Championship as well started awarding equal amounts of prize money for both male and female winners in 2007. Most significantly, the perspectives of sports among the fans also seems to be changing; 61% of the fans who were surveyed by the Women’s Sports and Fitness Foundation believe that top sportswomen possess skills that are equivalent to their male counterparts in sports ("Why Professional Women’s Sport Is Less Popular Than Men’s"). The attainment of sportspersons equality may not be a very easy one. There are several ways in which it can be achieved. Some of the ways include equal recognition, pay and opportunity. As of now, most sponsors and organization have managed to address the issue of equal pay. However, this has not achieved full equality and there is still more that sponsors like Lucozade can achieve for full equality. If women’s world cup gets much excitement as men’s world cup, same sponsorship and audience engagement, organizations shall be close to achieving equality.

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Surname 4 References "Why Professional Women’S Sport Is Less Popular Than Men’S". The Economist , 2014, https://www.economist.com/the-economist-explains/2014/07/27/why-professional-womens- sport-is-less-popular-than-mens . Rogers, Charlotte. "Why Brands Must Rethink Their Approach To Women’S Sports Sponsorship". Marketingweek , 2018, https://www.marketingweek.com/brands-neglecting- womens-sports-sponsorship/ . Womeninsports. Womeninsport.Org , 2015, https://www.womeninsport.org/wp- content/uploads/2015/04/Womens-Sport-Say-Yes-to-Success.pdf .

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