Although there are many reasons that women's sporting events don't receive media attention, these three factors are the most prevalent. Men's sporting are under-funded and dominant. This, along with a lackluster presence in the media make it a serious problem that women are not represented in sport. These issues can be countered by the media doing a better job in covering women's sporting events.
Inconsistent presence
The study shows that almost 80 percent of all televised sport news programs don't include stories about women sports. Stories about women's sports are often shorter and partially eclipsed by those featuring stories. Although the study was conducted before the COVID-19 pandemic, sports coverage of women's events has increased. It also cites recent ESPN investment to air WNBA game.
Insufficient funding
Despite the NCAA's efforts to ensure equal funding, the improvements have been insufficient. For one, the NCAA's rules are not staggered and games are not broadcast simultaneously. A second problem is the fact that women remain underrepresented in coaching roles. Although this problem has been present for many decades, it continues to be a problem. Although the changes are welcome, they are a step in a positive direction.
Men's sports dominance
Media coverage of women's sports is overwhelmingly dominated by men. Although asymmetry in gender marks can elevate the story of one women's team or sport, it doesn't necessarily mean that coverage will be greater for other women's sports. Asymmetric gender-marking often blends with local parochialism to obscure the local men’s team’s success.
Manufacture of no role models
Female athletes are often underrepresented in the media, which has made them the main source for information for younger generations. This underrepresentation creates a lack of role models for young girls. In media, there is little to no role model for young girls. This perpetuates the socialization of gender roles in a different way. These are just a few ways media outlets could improve the representation of female athletes and increase their viewership. This is a good start.
Insufficient investment
Few studies have been done on gender disparities in sport investment. Few studies have examined why managers spend more money on men's sporting events than they do women's. The strategic nature of sponsorship has increased. The question is why? Let's investigate the matter. Tokenism has long been a problem in women's sports. Major brands view their investment in women as a PR play.