Women’s Sport in Australia

In Australia, there are around 13.3 million women and girls, with 4.6 million participating in a sport-related activity at least once a week. 

Women’s sport has a rich history in the country, dating back to the early 1900s with the formation of some of the first women-only sports clubs. The Australian Women’s Hockey Association was founded in 1910, followed by the Australian Women’s Rowing Council in 1920, marking the beginning of organised sport for women.

Today, Australian athletes such as Emma McKeown, Jessica Fox, and Sam Kerr are recognised as some of the greatest of all time.

Recently, GIS held a Women in Sport webinar as part of our Insight Series, featuring industry leaders in conversation with hosts Lynsey Hooper and Mark Clemmit.

The Current State of Women’s Sport in Australia

During the Women in Sport panel, Lynsey spoke to Gen Dohrmann, CEO of Table Tennis Victoria and former president of Women Sport Australia. She described the organisation as “an advocacy body that ensures women and girls have equitable opportunities in sport.” She highlighted its volunteer-run structure, where 11 directors work on initiatives to drive change. 

Reflecting on progress, Gen noted, “We’re in a much better position than 10 years ago, with the rise of domestic leagues and competitions for women.” One major milestone was the launch of the AFL Women’s competition in 2016, which has been a model for developing female sports leagues.

However, challenges remain, particularly in professionalism. Elite Australian female athletes still earn significantly less than their male counterparts, limiting their ability to focus solely on their sporting careers. “The public expects women to perform at the same level as men, yet many still work part-time jobs to support themselves and lack access to the same resources,” Gen explained. She also pointed out the need for more female representation in sports administration and high-performance coaching.

Media Coverage and Investment

Another key area for improvement is visibility. “There’s still a way to go in media coverage and investment,” Gen said. While public broadcasters like ABC have made commitments to equal coverage, commercial networks still prioritise men’s sports.

The 2023 Women’s World Cup, held in Australia and New Zealand, was a breakthrough moment. The group stages alone saw record-breaking attendance, averaging 25,476 fans per match—a 29% increase from France 2019.

Gen highlighted the tournament’s impact: “It absolutely shifted the dial for women’s sport in Australia. The Matildas’ success drove unprecedented interest in football, and now everyone can name their players.”

Misha Sher, Global Head of Sport, Entertainment, and Culture at Essence Mediacom, echoed this sentiment: “I was at the World Cup, and it was incredible to see full stadiums even for games that didn’t feature the Matilda’s. When you put on a great event, people will come. The demand for women’s sport is undeniable.

A Promising Future

Looking ahead, Gen is optimistic about the next generation of female athletes. “My daughter is growing up in a world where women compete at the highest levels in Australian football, rugby, cricket, and soccer. The opportunities available now are worlds apart from what I had growing up.”

To attend any of our upcoming Insight Series, click here, and to learn more about GIS in Sydney, click here.

Article by Zak Anani