Study shows women erased from sport imagery
Sport England’s This Girl Can campaign has launched a fresh push to tackle inequality in how women are represented in sport.
This comes after new research revealed only two in five people pictured in online images of physical activity are women.
The study – which analysed more than 4,000 images sourced from sports clubs, leisure centres and community spaces across England – found stark gaps. Out of over 8,500 women pictured, only 56 were Black and 61 South Asian.
Just 14 visibly disabled women appeared nationwide, while older and pregnant women were almost absent.
Kate Dale, Sport England’s Director of Marketing, said the findings proved that women are still being “erased from view” in places that should welcome them.
“If you don’t see yourself pictured, it’s hard to believe you belong there,” she said.
Redefining what movement looks like
Launched this week, the new campaign We Like the Way You Move aims to change the picture by showing women moving on their own terms. Its TV advert features 13 women from across England, including those who are pregnant, disabled or older, taking part in everyday activities such as yoga, cycling and dancing in the kitchen.
This Girl Can has already inspired more than four million women to be more active since 2015. But campaign leads say the challenge now is to include those who feel left out – whether due to race, disability, age or motherhood.
Case study: Wendy’s second chance
Among the women championed by the campaign is Wendy, 60, from Birmingham. Growing up, she was told football was not for girls and never had the chance to play. Years later, during the pandemic, her mental health began to deteriorate.
Discovering walking football turned her life around. “It saved me,” she explained. “I’d struggled with loneliness and anxiety, but walking onto that pitch gave me purpose. It reminded me that sport is for everyone, no matter your age.”
For Wendy, the campaign’s message resonates strongly: “Seeing older women like me represents matters. We’ve been invisible for too long.”
Government backing
Sports Minister Stephanie Peacock welcomed the campaign, highlighting government investment in grassroots facilities and women’s sport. “Everyone deserves the opportunity to enjoy the benefits of physical activity,” she said. “This Girl Can will be vital in making that a reality.”
