What a year for women’s sport! From Wimbledon to the Netball Super League Grand Final, to the World Athletics Championships, and beyond. The sight of the Lionesses lifting the World Cup trophy this summer was nothing short of monumental. And then, just weeks later, the Red Roses’ incredible victory in the Rugby World Cup provided a sensational, powerful encore. These back-to-back global triumphs aren’t just moments of sporting glory; they are milestones in a far larger, more profound movement that is dramatically reshaping the landscape for women and girls in sport.
The Lionesses and the Red Roses in particular have done more than just win; they’ve fundamentally changed perceptions. Their attention-grabbing success has shone an undeniable spotlight on the high-octane excitement, elite skill, and competitive fire that women’s sport delivers. As Natasha Hunt described, “To walk out in front of nearly 82,000 and perform like that, I could not be prouder of the girls. I am so overwhelmed, I am absolutely buzzing”.
Women’s sport is claiming its well-earned headlines- drawing in record crowds (The Women’s Rugby World Cup Final had an attendance of 81,885, setting a new record for a women’s rugby match), securing vital media coverage, and, most importantly, creating a new generation of visible, powerful, and diverse role models.
Come So Far, Still So Far To Go
It’s easy to celebrate the victory photos, but we must remember the path these athletes have carved has been anything but smooth. They have navigated decades of under-investment, battling for equitable access to facilities, training time, and professional contracts. For instance, ESPN reported how in 2023 the Women’s World Cup awarded $150 million in prize money- a 300% increase from 2019- which was still only 1/3 of the $440m the men received in 2022. Additionally, Forbes Magazine’s 2024 list of the 100 highest paid athletes in the world did not have any women making the cut.
The fact is, many female athletes start their careers juggling elite training with part-time jobs, a reality their male counterparts have long since left behind. Indeed, it was only in September 2018 that full-time XV-a-side central contracts were announced for England players, with Jess Breach, Natasha Hunt and Emily Scarratt among the first of 28 players to be become fully professional Red Roses.
Their triumphs are a testament to their unwavering dedication, but they also serve as a stark reminder of the systemic inequities they’ve had to overcome.
Now, as the roar of the crowds fade, the real work begins to maintain this incredible momentum and translating elite success into widespread opportunity at all levels of women’s sport.
Lionesses Captain Leah Williamson stated “You don’t want to be a flash in the pan, a memory, and when we spoke before 2022, we said it was the start of something. We are still trying to play our role in that. We know how powerful that is. I hope it continues to grow, the respect for women’s football, the respect for women and women’s sport in general – we can try our best to elevate that.”
Meanwhile throughout the Red Roses campaign to victory, they have proudly and intentionally spread #MoreThanAMoment.
It is time to make good on these promises.
Investment Is Imperative
The most critical step is ensuring greater, sustained funding and support. The current enthusiasm must be backed by concrete investment. This isn’t just about boosting elite salaries, though that also needs addressing, it’s about creating a solid foundation from the grassroots up.
Attention needs to be paid to:
- Safety: Women In Sport found that 38% of teenage girls don’t feel safe exercising outside, whilst a BBC survey revealed that 1/3 elite British sportswomen experienced social media trolling. There must be a focus on addressing the genuine dangers which women face when exercising and taking part in sport.
- Facilities: As Sport Scotland state, “Women and girls cannot play sport if they cannot get access to the necessary facilities”, and that organisers need to, “review the allocation of facilities and pitch time, and work to save some pitches during peak times for women’s sports and teams.” It is vital to ensure local clubs have access to equal quality pitches and changing rooms for both boys and girls.
- Pathways: Consider England Football’s Girls and Women’s Talent Pathway, which focusses on ‘unearthing future Lionesses’ with a range of access points. Establishing clear, well-resourced development pathways for athletes and coaches, that allow talented women and girls to progress without financial or geographical barriers, is key for long-term development.
- Coaching: The Women and Equalities Committee reported, “the level of knowledge and support for sportswomen’s health needs varies greatly between individual coaches and coaching teams… women’s sport would benefit from greater coordination and sharing of best practice across the sports and exercise sector to ensure that all girls and women receive adequate support from appropriately qualified coaches.” Moreover, Women in Football’s research found that amongst coaches, “50% of women have not had access to training to support their development, such as career development planning, mentoring or training to support upskilling/career transition.” It is imperative that funding is prioritised for more trained, qualified coaches for women’s and girls’ teams.
These are key areas to address and commit to. Without consistent financial provision, the current level of interest and involvement in women’s sport risks becoming a temporary spike rather than a permanent revolution.
Supporting Adolescent Activity
Another concerning challenge in the women’s sports landscape is the significant drop-off rate for teenage girls’ engagement. The reasons for this are complex and often linked to the unique pressures of adolescence:
- Body Confidence: Concerns about body image and feeling judged in competitive or exposed environments. Campaigns such as This Girl Can (Sport England) are already making headway with this as they “celebrate active women who are doing their thing no matter how they look, how well they do it or how sweaty they get”, but there is still much more to be done.
- Puberty: Research by Women In Sport found that around 7 in 10 girls avoid being active when on their period, citing “pain (73%), fear of leakage (62%), tiredness (52%) and self-consciousness (45%)”. There is currently a severe lack of understanding and support around participation during menstrual cycles and physical changes. This results in a huge disengagement amongst teenage girls which needs to be addressed.
- Access and Engagement: Women’s Sports Foundation state that “Girls have 1.3 million fewer opportunities to play high school sports than boys have”. This is compounded by available activities not matching their interests- especially a desire for more social, inclusive and flexible formats, rather than a culture of excessive competitiveness that prioritises winning over enjoyment.
The message here is simple: if we want to develop the next generation of Red Roses and Lionesses, we need to make sport an environment where teenage girls feel safe, valued, and genuinely want to be. This means moving away from a one-size-fits-all, competitive model of sports, and offering diverse, flexible, and supportive opportunities.
The Future Role of Sport Mentors
Having a trusted mentor can be a powerful boost for athletes and coaches. This is especially true for women and girls breaking through the barriers that they currently face within sports.
A mentor- whether a former player, a current senior athlete, or a dedicated coach- can:
- Provide a relatable role model: Those who choose to become sport mentors show girls what’s possible, not just in terms of skill, but in terms of confidence and leadership.
- Build confidence: Offering one-on-one encouragement to counteract the self-doubt and fear of judgement that pushes so many women and girls away from sports.
- Offer practical support: Helping women and girls manage training around schoolwork, discuss body changes from puberty to menopause in a non-judgemental space, and feel supported in the face of self-consciousness.
- Champion inclusivity: Actively building a team culture that celebrates effort, camaraderie, and diverse body types, moving the focus from external appearance to strength and skill.
Moving Forwards
The Lionesses and Red Roses have given us the inspiration. Now, we must provide the infrastructure. The investment needs to come, not just from national bodies, but from local communities, schools, and sponsors who see the long-term value.
Let’s make sure the legacy of 2025 isn’t just a highlight reel of trophies, but a fundamental shift that keeps girls playing, keeps them healthy, and ensures the next generation of women’s sports stars is bigger, better, and more unstoppable than ever before. Let the momentum roar on!
To learn more about Sport Mentor training, take a look at our course page.