Closing the Pay Gap in Sports: Steps towards Equity
By Marianna Kazazi, The Sports Financial Literacy Academy, Nicosia, Cyprus
The gender pay gap in sports remains a major issue, despite increasing awareness and advocacy for equal compensation. Whilst female athletes continue to achieve remarkable success, their earnings still lag significantly behind their male counterparts.
The pay disparity in sports is often a result of factors like sponsorship opportunities, prize money distribution, media coverage, and historical biases. Whilst progress has been made—such as equal prize money in tennis Grand Slams—many sports still show stark differences.
For example, in 2023, the Women’s World Cup prize pool was less than 25% of the men’s tournament. Similarly, female basketball and football players earn a fraction of what male players receive in salaries and endorsements.
So, what can be done to bridge this gap and ensure financial empowerment for women in sports?
- Increased Media Coverage
Media exposure directly impacts sponsorships and audience engagement. Encouraging broadcasters to allocate more airtime and resources to women’s sports can drive higher revenues and justify better pay.
- Sponsorship and Brand Investment
Corporate sponsors need to invest equally in male and female athletes. Brands like Nike and Adidas have taken steps towards this, but more companies must commit to fair sponsorship deals.
- Policy Changes and Collective Bargaining
Athletes’ unions and governing bodies should enforce equal pay policies and negotiate fair contracts. The U.S. Women’s National Soccer Team (USWNT) successfully fought for equal pay, setting an example for others to follow.
- Growing Female Fan Engagement
Women’s sports leagues must actively build fan bases. Higher attendance, merchandise sales, and TV ratings will drive financial growth, reinforcing the need for equal pay.
- Government and Federation Support
Sports federations and governments should introduce policies mandating equal prize money and transparent salary structures, ensuring no gender-based disparities.
A Step Forward for Financial Empowerment
Closing the gender pay gap in sports is not just about fairness—it is about creating a sustainable, financially empowering future for female athletes. By pushing for equity in sponsorship, media coverage, and policymaking, we can ensure that women in sports receive the recognition and financial security that they deserve.
For female athletes looking to enhance their financial literacy and career planning, we have a Female Athletes Curriculum providing tailored resources on financial empowerment.
For further information, log onto ‘www.moneysmartathlete.com’
