Sky calls for national action on girls’ sport to unlock £6.5 billion boost to UK as it teams up with Goals 4 Girls and Alessia Russo to increase participation

• New research* shows playing sport as a child proves to be as big an indicator of future seniority at work as a university degree 
• Yet girls aged 11-18 miss out on 280 million hours of sport annually compared to boys 
• 340,000 more girls are being excluded than boys due to cost and lack of local access 
• Empowering inactive 18-year-old girls to play sport could generate £30,000 in lifetime economic benefit per person 
• Visibility is key - Sky calls for targeted tax relief on women’s sport production, increasing quality and quantity of coverage and growing jobs in the sector 
• Broadcaster announces groundbreaking partnership with Goals 4 Girls and Alessia Russo to champion a new football tournament for teenage girls

Girls in the UK are missing out on 280 million hours of sport every year – a gap that, if closed, could unlock £6.5 billion in economic and health benefits by 2035, according to a new report from Public First, commissioned by Sky.  

Featuring contributions from leading voices in sport and advocacy, including Judy Murray, Helen Glover, Nasser Hussain and Baroness Tanni-Grey-Thompson, Game Changing: How sport gives every girl a better chance highlights that empowering girls through sport could generate £570 million in annual productivity gains and save the NHS £73 million a year. Playing sport as a child is shown to be as strong an indicator of women reaching senior positions as a university degree, yet one in three girls say boys still have wider access to a range of sports.

As part of a bold package of recommendations to close the gender participation gap, Sky is calling for the introduction of a targeted tax relief on the production of women’s sport. With 55% of girls saying that watching professional athletes inspires them to play, the broadcaster is urging the Government to co-invest in the sector’s future growth to boost visibility and showcase more female athletes.

As well as calling for reform, Sky is also taking action, partnering with Lioness and Arsenal forward Alessia Russo and UK charity Goals 4 Girls to launch a new tournament for girls, The Alessia Cup, creating opportunities for teenagers from underserved backgrounds to participate in grassroots football.

Dana Strong, Group CEO, Sky said: “By age 11, nearly one in three girls stop believing sport is for them – proven not to be just a personal loss, but a national one. Broadcasters like Sky have a crucial role to play in driving access and visibility of women’s sport, but this alone won’t close the gap. We need to break down the barriers that tell young girls they don’t belong. With bold investment and collaborative action across government, education, and media, we can build a future where every girl is welcomed to the game.”

Culture Secretary Lisa Nandy said: “Broadcasters in this country are leading the way in promoting women’s sport and giving our outstanding female athletes the platform their talent deserves. But as the findings of this report show, when it comes to accessing sport at all levels, too often women and girls find the same old barriers still in place.

“Through our Plan for Change, this Government is set on breaking them down. It's why we're investing £400m to bring quality facilities to areas that need them most, shaking up the curriculum to give girls and boys the same access to sport in schools and launched a new Women’s Sport Taskforce to tackle the biggest challenges, from the grassroots to the elite, head on.”

Alessia Russo said: "I’m proud to launch The Alessia Cup in partnership with Goals 4 Girls and Sky, giving more girls the chance to play the game I love. Together, we’re creating opportunities that build confidence, resilience, and leadership far beyond the pitch."

Key findings from Game Changing: How sport gives every girl a better chance

Unequal access starts early 

Young girls are left on the sidelines. Boys aged 11-18 spend an average of 1.4 hours more per week playing sport – or 52 football matches per year. Many girls are motivated to play, but the opportunities aren’t there.

• 35% of girls say boys at their school get access to a wider range of sports teams 
• 29% say boys’ teams get priority booking for pitches and facilities 
• Girls’ teams are often relegated to inferior equipment, inconvenient time slots, and leftover spaces – leading many to disengage by age 11

For those who do play, the environment can be hostile: 

• 33% of girls aged 11-18 have experienced sexist comments while playing sport, rising to 42% among 15-18 year olds.

Sport builds future leaders
Women who played extracurricular sport as children are 50% more likely to reach senior professional roles, a predictor as powerful as a university degree. Sport also builds resilience, confidence and adaptability, with women who play: 

• 30% more likely to handle pressure  
• 20% more likely to enjoy trying new things  
• 30% more likely to bounce back after hard times

Closing the gap helps everyone win 

Getting just one inactive 18-year-old girl into sport generates a lifetime benefit of £30,000.

To help make sport a lifelong habit, Sky is recommending: 

• A statutory requirement for equality of opportunity in sports provision across all publicly funded institutions 
• A statutory minimum of two hours of PE per week for all children across the whole of the UK 
• An updated PE curriculum that reflects girls’ real experiences 
• National guidance on uniforms that accommodate body image, culture and comfort 

Visibility matters 

55% of girls say watching professional athletes inspires them to play, while 65% of all 11–18-year-olds agree that watching diverse athletes helps people understand that sport is for everyone. 

Sky is also calling for a National Girls and Women in Sport Day to celebrate participation and achievement and champion women’s sport for the next generation.

Notes to Editors

About the research*

Sky commissioned Public First to explore the sports participation gap between men and women in the UK, with an emphasis on teenage girls. The independent findings were collected using a mixture of research methods:

• A nationally-representative online poll of 2,010 adults in the UK to explore their participation in sports between 13th March and 2nd April 2025, with a 600-booster sample of young people aged 11 to 18 between 17th March and 2nd April 2025.
• Spoke with over 50 girls, women and parents across four focus groups, in order to explore different experiences and attitudes across different regions in the UK.
• A two-week online community with over 50 women aged 18-25, to dive into their experiences through a series of prompts and tasks.
• 11 interviews with Sky Sports stakeholders, including broadcasters, athletes, rights holders, teachers and civil society groups.
• New quantitative models exploring the economic impact of sport, along with analysis of current and future consumer behaviour.