Inside the Deal: The Broadcaster’s View on the Future of Women’s Sport

At the RAISE Global Women’s Sport Conference (17-18 September 2025), Olympian and broadcaster Aimee Fuller sat down with Yath Gangakumaran, Executive Director of Commercial at Sky Sports, to unpack one of the most powerful drivers of growth in women’s sport: broadcasting.

Yath offered a rare inside look at how one of the world’s biggest sports networks is building commercial and cultural momentum behind women’s sport. Their conversation offered a masterclass in how rights, athletes storytelling and audience building can turn passion into sustainable progress.

1- The future of women’s sport needs to move beyond gender

The session began with a question from Aimee: Can women’s sport really be bigger than men’s? (echoing Assia Grazioli Venier’s statement from the previous panel session: “Women’s sport will be bigger than men’s sport”).

Yath’s answer reframed the debate.

“Women’s sport has huge potential, but we need to make sure we’re attracting both men and women. The majority of people watching women’s sport today are men and to grow it, we have to keep broadening that base.”

This point matters. Too often, women’s sport is positioned as something for women but true growth will come from reaching all fans. As Yath explained, fandom is universal and success depends on the quality of the product, not the gender of its audience.

“The quality of the product has to be top-level. That’s how it becomes front of mind, not just for women, but for all sports fans.”

For broadcasters, that means continuing to invest in high production values, prime scheduling and storytelling that resonates across demographics.

And while headlines often claim “linear TV is dying,” Sky’s data tells a different story.

“We’re having our best year ever,” said Yath. “Record audiences, record engagement. Live still matters, it’s where the biggest shared moments happen.”

In an age of fragmented attention, live sport remains one of the last true mass cultural experiences. For women’s sport, this shared visibility is a multiplier: building legitimacy, habit and emotional connection that short-form clips alone can’t deliver.

2- Building fandom: Inside Sky’s long game

Sky Sports’ track record in women’s sport stretches back more than three decades, long before the current wave of momentum. But, as Yath noted, investment has to come before return.

“We’ve been investing since the early ’90s. We don’t care about the gender of the athlete, we care about showing the best quality sport. We’re investing ahead of the curve. We’re not seeing full commercial returns yet, but we know the opportunity is coming.”

Sky’s growth model follows a clear path: awareness → engagement → fandom.

• Awareness: Make women’s sport as visible as possible. Even as a pay broadcaster, Sky streams competitions like the WSL, Netball Super League and The Hundred free on YouTube to grow reach.

• Engagement: Turn national moments into cultural ones. “We failed to make enough icons after the Lionesses’ win in 2022,” Yath admitted. “Now, we’re focused on athlete-led storytelling, making stars like Beth Mead and Alessia Russo household names.”

• Fandom: Create routine and loyalty. Sky’s new Sunday 12pm appointment-to-view for the WSL gives fans a consistent weekly touchpoint.

Sustainable fandom isn’t built on spikes of attention, it’s built on rhythm. By owning a time slot, Sky is turning awareness into habit, a key step toward commercial stability for women’s leagues.

3- Storytelling, social reach and the new economy of influence

Sky’s approach to storytelling goes far beyond the broadcast itself.

From investing in documentaries that humanize athletes to giving WSL players access to their own highlight clips, Sky is redefining how rights, reach and personality intersect.

“We noticed that more people follow the athletes than the leagues,” said Yath. “So if we want to grow competitions, we need to grow through the players. It’s progressive and it works.”

This strategy aligns with broader media trends: athlete-led storytelling drives connection and connection drives value.

The power dynamic in sport is shifting. Broadcasters no longer just own the narrative, they share it. That collaboration between platform and player is what will unlock the next generation of fans.

The same thinking extends to Sky’s advocacy beyond the screen. The network’s Participation Report (September 2025) highlighted a troubling reality: girls still play half as much sport as boys and dropout rates surge during puberty.

“Playing sport through age 18 is as strong a predictor of career success as going to university,” Yath explained. “The confidence and teamwork skills are transformative.”

Sky is now using its influence to push for structural change, from doubling PE time for girls in schools to calling for a tax credit for women’s sport production, a move that would help broadcasters reinvest in coverage and quality.

This is the ecosystem approach women’s sport needs: investment not only in broadcast rights, but in access, participation and policy. Every layer strengthens the next.

4- From novelty to loyalty: What success looks like

Yath’s long-term vision for women’s sport is refreshingly pragmatic:

“Success in five years is when fans willingly pay for women’s sport.”

That shift, from free awareness to paid loyalty, is what will make women’s sport commercially sustainable.

“Women’s sport has the chance to create something truly special: positive, inclusive tribalism. Families, kids, men, and women united by loyalty, not novelty.”

The journey from novelty to loyalty is the defining challenge of the next decade. And broadcasters like Sky, who balance visibility with authenticity, are central to making it happen.

Be part of the next chapter

Women’s sport is the most exciting growth market in global sport.

Join leaders driving that transformation at the RAISE Global Women’s Sport Conference 2026 in London, 9-10 September.

Book your ticket today: https://raisewomensport.com/raise-business/raise-womens-sport-conference/register

To discuss partnership opportunities, contact: caitlynn@raisewomensport.com