We were promised a summer of women’s sport. Did we get it?

This summer, women’s sport was the subject on everyone’s lips.

We saw lionesses gracing the covers of women’s glossies, Vogue launching a Sports Desk, and brands waxing lyrical about the opportunity in women’s sports during industry events, including SXSW and YMS.

It seemed like the tide was turning, and there was more appetite than ever. But once the season kicked off, what actually cut through?

Football takes centre stage

Aside from clever reactive marketing, like Nike’s viral ‘IIome’ campaign, few brands showed up with substance.

An unlikely contender was White Stuff’s ‘Still Roaring’ campaign, which spotlighted the trailblazers who played in England’s first ‘official’ England Women’s Match in 1972. As well as showcasing the brand’s commitment to authentically represent women of all ages in their marketing, the campaign has a broader message: prompting us to reflect on women’s legacy within the sport.

Just Eat won kudos in the community for partnering with independent women’s sport publisher She’s a Baller to host IRL viewing parties, including London’s ‘Ballers Banquet’ hosted by former footballers and complete with DJs, tattoos, and of course, plenty of food. As well as curating these cultural moments, Just Eat donated event ticket sales to its ‘Feed the Game’ fund, which sets women and girls up for success by providing kit and equipment to grassroots football clubs across the country.

Rugby steps up 

At the Women’s Rugby World Cup, O2’s ‘England, meet England’ tackled the gender awareness gap head-on. The brand had already pledged equal investment in men’s and women’s rugby, but this campaign put it on a platform.

And it wasn’t just O2: Guinness extended its women’s rugby sponsorships, with short films spotlighting players’ off-pitch lives. Meanwhile, ITV boosted visibility by broadcasting more games free-to-air. It all added up to a sport making genuine strides in accessibility.

TENNIS TAKES A HIT

At Wimbledon, visibility is still a battle, with women’s matches often feeling relegated to the sidelines. But this summer,Coco Gauff drew huge attention both on and off the court. Her viral post-match speeches and Tik Tok dances went viral online, showing how female athletes can break the ice with new audiences.

Media statement from England Lioness Jess Carter

What dominated conversations and media coverage?

Women’s Euros win was a (rare) moment of national celebration, with 60,000 people showing up to welcome the champions back during their victory lap of the Mall. That was a 10-fold increase on the 7,000 who showed up to support them during the win in 2022.

But alongside the joy came more critical conversations.

Women’s sport continues to be systematically undervalued by institutions. The gender pay gap came into sharp focus after the win, when it was revealed UEFA handed out record prize money of £34m for the 16-team women’s tournament (up 183% from £12m in 2022). By contrast, the prize pot for the men’s Euro 2024 stood at around £287m.

But it wasn’t just gender that came under the spotlight. Right before the semi-final, England’s Jess Carter spoke out about the racist abuse she was receiving online, leading her to step back from social media. The story made front pages, and the team rallied around her in solidarity.

Across the pond, women’s tennis made headlines after Latvian player Jelena Ostapenko accused US star Taylor Townsend of having “no education” and “no class” during a US Open match. The coded nature of the comments once again brought race to the forefront.

These stories highlighted the inequalities that still shadow women’s sport — as well as its growing power. The shift from niche coverage to front-page news shows women’s sport is shaping the wider cultural agenda in ways that can’t be ignored.

What this summer really showed us

For every high point - record crowds, smart campaigns, viral speeches - there was also a reminder of how fragile progress can feel. This summer proved women’s sport is more than a moment: it’s a mirror for celebration, progress, and pride, but also for prejudice, discomfort, and unfinished work. And that’s exactly why it matters. 

Because when women’s sport makes it to the mainstream, the whole culture gets a chance to reckon with itself. The question now is: how do we keep showing up when the bunting comes down?