FAIR GAME STARTS WITH EQUAL OPPORTUNITIES

MARCH 8 - ALKÉ

FAIR GAME EQUAL OPPORTUNITIES

FAIR GAME STARTS WITH EQUAL OPPORTUNITIES

On this March 8th, we celebrate International Women's Day, a symbolic date established by the United Nations in 1977, but whose roots go back much further in history.

Its origins lie in the labor struggles and women's movements at the turn of the 20th century, in North America as well as in Europe. It is a day of reflection and action, dedicated to honoring past victories while continuing to fight persistent inequalities. Among the many areas where women's rights still need defending, sport remains a crucial battleground.

Although progress has been made, many barriers remain, particularly in terms of recognition, representation, and equitable access to resources. When we created ALKÉ in 2019, our ambition was clear: to promote women's participation in sports through clothing and to highlight sport as a tool for women's empowerment. We wanted to offer equipment adapted to women's needs and body types, give them greater visibility, and above all, actively and sustainably contribute to changing attitudes.

Since then, our challenges remain the same. Disparities persist, whether in infrastructure, sponsorship, or the social perception of women's sport. That is why, on this International Women's Day, ALKÉ reaffirms its commitment to advancing the cause, to empowering women on and off the field, and to contributing to building a more equitable future.

In this context, for March 8th, ALKÉ launched a “FAIR GAME, EQUAL OPPORTUNITIES” campaign in 2025, highlighting the need to combat the barriers that hinder the progress of women's sports. This campaign is based on the study below and a mini-collection of jerseys and tote bags launched for the occasion in partnership with the Alice Milliat association. We are renewing this campaign in 2026.

Persistent inequalities against women in sport

SPORTS PARTICIPATION AND PRACTICE

Women's access to sport remains marked by a clear imbalance. From childhood, gender stereotypes strongly influence the choice of activities. Girls tend to be steered towards so-called "gentle" sports, such as dance or gymnastics, while boys are encouraged to practice more "physical" sports such as football or rugby.

The first place where these inequalities materialize is the school playground, with the football pitch monopolizing the space, which is dominated by boys, leaving girls relegated to the periphery. Edith Maruéjouls, an expert in spatial geography, has highlighted in numerous studies that most urban leisure spaces are designed for men and frequented primarily by men.

A magnificent documentary, “The Conquest of Space,” directed by our patron Nicole Abar, highlights this social phenomenon that, from a very young age, instills stereotypes and the assigned gender roles. The documentary sheds light on the role of sport in shaping body image and building self-confidence. It explores how stereotypes related to running and catching a ball are created—stereotypes that are not innate but rather a representation of a gendered way of practicing sport.  

This imbalance intensifies during adolescence. One in two girls stops playing sports at this time, a rate six times higher than that of boys, according to a 2024 UNESCO report. Several factors explain this situation: lack of support, an uninclusive environment, but also complexes related to body image.

In France, before the pandemic, only 14% of girls aged 11 to 14 met the 60 minutes of daily physical activity recommended by the WHO, compared to 25% of boys. For girls aged 15 to 17, this figure drops even further to 11%. This decline has very real consequences; beyond the health risks associated with a lack of physical activity, it deprives many young girls of a space for self-expression, personal development, and building self-confidence. (1)

Finally, this phenomenon persists into adulthood. Indeed, the types of activities differ according to gender. Women more frequently gravitate towards fitness and gymnastics activities, while men are more present in team sports or cycling disciplines.

Furthermore, while women often participate in sports through organized programs or clubs, they remain underrepresented in tournaments and competitions. Indeed, only 22% of women hold a sports license, compared to 33% of men.

In 2022, approximately 5.9 million licenses were issued to women, representing 38% of the total. However, among the 91 delegated federations, women are in the majority in only 10 of them, notably the ice sports federation (88% female licenses) and the dance federation (85%).

Conversely, some disciplines such as freediving sport fishing show an overwhelming male presence (97% men versus only 3% women).

The equestrian federation holds the largest number of female licenses for people aged 15 and over, followed by the federation of physical education and voluntary gymnastics, then the school multisport federation.

In contrast, the football, tennis and golf federations dominate on the male side, issuing the largest number of licenses to men aged 15 and over. (2,3)

"My coach said I run like a girl. I replied that if he ran a little faster, he could do it too." - Mia Hamm

REPRESENTATION IN GOVERNING BODIES AND REMUNERATION

Women remain significantly underrepresented in sports leadership. A 2023 study by the Sport Integrity Global Alliance reveals that only 26.9% of leadership positions in international sports federations are held by women. Of the 31 international federations studied, only three are headed by women.

The situation is similar in France. In October 2024, the French National Olympic and Sports Committee (CNOSF) reported that women represented only 38% of members of sports governing bodies. Despite a slight improvement thanks to quotas introduced by the 2014 law, only two women preside over an Olympic summer sports federation.

The gender pay gap is equally striking. In 2024, a study by Right for Education showed that male athletes earn on average 20 to 30 percent more than their female counterparts, with particularly pronounced differences in sports like basketball, tennis, and golf. For example, male soccer players can earn up to 500 times more than women.

In Belgium, a report by the Institute for Equality between Women and Men revealed an 81% pay gap between male and female athletes. And globally, a UN Women survey highlighted that no women are among the 100 highest-paid athletes in 2024. (4,5,6,7)

THE UNDER-REPRESENTATION OF FEMALE ATHLETES IN THE MEDIA

Women's sport is gaining visibility, but media coverage remains insufficient. Although 62% of French men and women consume women's sports content, such as competitions or interviews, the majority do so only occasionally.

Only 21% of French people regularly follow women's sports*, half the rate of sports in general. Most viewers (41%) only follow this content occasionally, and 38% almost never watch it.

Men make up 63% of regular fans of women's sports, but women are not far behind. In fact, 56% of them are interested in women's sports from time to time.

Conversely, women's regular participation is on the rise, a sign that attitudes are changing. Young people and seniors are the most inclined to follow this sport, which reflects a positive shift in how people consume sport. (8,9,10)

Despite this momentum, the lack of media coverage remains an obstacle to the development of women's sport. Limited access to broadcasts, the absence of sponsors, and the low visibility of competitions are hurdles that must be overcome.

Indeed, of the thousands of hours devoted to sport annually across all channels, men are seen for 74% of the time; 4.8% of this media time devoted to sport concerns women, and 21% of "mixed" competitions (according to ARCOM figures - 2018-2021).

Furthermore, media coverage of female athletes remains subject to certain conditions. They are expected to demonstrate their "femininity," as if it were an implicit requirement. Thus, many female footballers and other athletes adopt traditional aesthetic codes such as long hair, makeup, nail polish, and jewelry. Moreover, it is not uncommon for female athletes to be questioned more about their personal lives than about their performance and training. In this regard, the latest ARCOM report shows that the majority of commentary on female athletes during the Olympic Games focused on controversies and polemics, whereas for men, it was primarily about athletic performance.

This staging of sport and its financial stakes have reinforced this submission to classical standards of femininity. (11,12,13)

Furthermore, the presence of female athletes in the media remains limited and undiversified. Hammer throwers, weightlifters, and combat sports athletes remain largely invisible.

As a result, women and girls have few figures to identify with, as if what is not shown, relayed, or mentioned simply does not exist.

* at least once a week

Gender stereotypes and cultural barriers continue to hold women back in sport, particularly in disciplines perceived as "masculine".

A striking example is Cathy Freeman, who defied racial and gender stereotypes by winning gold in athletics at the 2000 Sydney Olympics. But despite her historic victory, she faced criticism regarding her appearance, deemed "too masculine." This illustrates how female athletes are often judged on their looks or behavior, far more than on their athletic performance.

Imposter syndrome is also a common phenomenon among female athletes, as exemplified by Simone Biles. Despite her impressive record, the American gymnast has often experienced doubts about her legitimacy, particularly under media and societal pressure. During the 2021 Tokyo Olympics, she highlighted the importance of mental health in elite sports by withdrawing from several events. Her courage helped open up the debate on the unrealistic expectations placed on women in sports and the need for a more supportive environment.

Cultural and religious barriers also tend to limit women's participation in sports, as illustrated, for example, by the French Football Federation's ban on headscarves in competitions and the recent adoption by the Senate of a bill aimed at prohibiting the wearing of religious symbols in competitions in any sport in France. These measures limit women's access to sports and, consequently, their emancipation through this means. According to UN experts, the ban on headscarves in sports in France is considered "discriminatory" and runs counter to the commitments of international sports federations. (14, 15, 16, 17, 18, 19)

Furthermore, it is still too often observed that sportswear designed for women is not truly conceived for them, but rather adapted from equipment originally designed for men. This lack of in-depth consideration leads to numerous inequalities and constraints, in terms of performance, comfort, and image.

An example of inequalities in sportswear, which for a long time prioritized aesthetics over practicality:  

  • For example, in field hockey, until recently, female players were required to wear skirts, unlike their male counterparts who wore shorts. It was only in 2023 that the French hockey federation officially allowed women to wear shorts, thus aligning itself with a decision previously made by England.

  • Other disciplines are also affected by these inequalities in clothing. In artistic gymnastics , the traditional leotards, very low-cut and imposed for decades, have recently been called into question.

  • Similarly, in In beach volleyball , the difference in treatment is blatant. Indeed, while men can play in shorts and tank tops, women have long been forced to wear bikinis, a rule that has raised many criticisms about the hypersexualization of their attire.

  • A striking example is that the Norwegian Beach Handball team was fined for a competition in 2021 because they all showed up in shorts.

  • Finally, another frequently recurring issue is the problem of white shorts in team sports , particularly in football. These outfits, long imposed by tradition, pose a real problem for female players, especially during menstruation, generating additional anxiety during competition.

  • Aware of this constraint, the English Football Association recently authorized women's teams to wear shorts in alternative colours, a step forward that other federations are beginning to follow. (20,21,22)

Even today, many female athletes face this type of judgment regarding their bodies, their outfits or their attitude, which continues to contribute to their marginalization and lack of recognition.

In connection with the equipment, sports infrastructure poses a real problem - whether it is access to the field, decent changing rooms, or unsuitable time slots.

Most sports facilities are primarily intended for men. Time slots for women are limited, and access to fields or gyms may be restricted, which limits their participation and progress.

  • Time slots - In some clubs or sports centers, the time slots reserved for women's teams are limited to the least convenient times, such as late evening or very early morning. This complicates scheduling for female athletes, especially those with professional or family obligations.
  • The problem of changing rooms – The lack of changing rooms is a real obstacle to the development of sports: Many sports complexes do not have separate changing rooms for women, forcing them to change in unsuitable conditions. Even for outdoor sports, the lack of changing facilities makes participation more occasional.
  • Quality of infrastructure – facilities reserved for girls are often of lower quality: Some women's teams have to train on secondary or worn-out pitches, while the best facilities are reserved for men. A real problem is also the lack of lighting and toilets for the open-access pitches, which are already monopolized by men and, in addition, often lack nearby restrooms and adequate lighting, impacting the athletes' sense of security.

Despite various obstacles, concrete solutions are emerging to accelerate this change and guarantee women the place they deserve in all areas. Attitudes are evolving, as evidenced by the recent authorization of shorts in French gymnastics, offering athletes greater comfort and freedom of movement.

This development marks an important step in challenging the dress codes long imposed on female athletes.

"I want to tell all girls that it's not the makeup and the look that matter. You are so much more than your appearance." - Katie Taylor, boxer


REDUCING INEQUALITIES / INITIATIVES FOR A MORE EQUITABLE AND INCLUSIVE SPORT

The Paris 2024 Olympic Games marked a historic step forward. For the first time, as many women as men participated in the competition. This powerful symbol proves that equality in sport is possible. The Paralympic Games were no exception, seeing the highest number of female athletes participating in history.

However, this digital parity should not obscure the realities of daily life. Indeed, pay gaps, underrepresentation in the media, lack of access to infrastructure, and inequalities in leadership positions remain as prevalent as ever.

So how do we transform this progress into a real, fundamental change? How do we ensure that equality is not just an Olympic exception, but a norm at all levels of sport?

This requires concrete and sustainable actions.

ENCOURAGING CITY SPORTS FROM A YOUNG AGE

It is essential to combat gender stereotypes from a young age to allow girls to access sport on equal terms.

This requires raising awareness among teachers, parents, and sports clubs about the importance of equal access to sport, regardless of gender. Initiatives like “Her Game Too” in the UK demonstrate that increased awareness promotes greater female participation.

By eliminating prejudices and encouraging girls to participate in physical activities, we create an environment where they can thrive and develop their potential.

A concrete example of this approach in France in 2024 is the "1,000 pitches for 2024" program. This program aims to create sports spaces accessible to all, with particular attention paid to working-class neighborhoods, where girls are often largely overlooked when it comes to infrastructure.

In this context, cities like Paris, Marseille and Lille have already inaugurated 100% female basketball and football pitches.  

It is also crucial to increase the number of sports initiation programs for young girls. By offering free classes, discovery days, or sporting events in schools and associations, we give all girls, regardless of their means or background, the opportunity to discover a variety of sports. These are the initiatives of associations such as Little Miss Soccer, Egal Sport, La Belleville Champion's Ligue with the PanamPride team, Sinequanon FC, etc. (23,24)

Companies are also committed to developing women's participation in football and breaking down barriers on the playing field. This is particularly true of Manita, which has been working since 2020 to make football accessible to all women, regardless of their age or skill level. It allows women to learn and start playing the sport with confidence, and/or to play regularly. All of this is done in a way that best suits each woman's constraints and schedules. From individual practice to creating teams within companies, Manita adapts to everyone's needs.

Finally, another key lever for encouraging girls' participation in sports is the fight against taboos, particularly that of menstruation, which remains a major cause of dropout among adolescent girls.

MullenLoxe, in collaboration with Persil (a laundry detergent brand) and Arsenal FC, launched the 'Every stain should be part of the game' campaign, featuring players like Beth Mead and Katie McCabe.

This initiative challenges the double standards in sport. Indeed, while the blood from injuries is celebrated, menstrual stains remain stigmatized. By valuing each stain as a sign of honor, this campaign encourages young girls to participate in sport without fear or shame. (25)

INCREASE WOMEN'S REPRESENTATION IN GOVERNING BODIES

The presence of women in the governing bodies of sports federations remains insufficient.

It is time to take concrete steps to ensure fair representation of women at all levels of decision-making.

The imposition of quotas, such as the one introduced in 2014 for the representation of women on the boards of directors of sports federations in France, is a necessary step forward.

At the same time, it is essential to train and support women towards leadership roles.

Mentoring programs, specialized training, and support for former female athletes towards leadership careers are powerful levers to encourage the emergence of new female figures in the field of sport.

A concrete example is the CNOSF's (French National Olympic and Sports Committee) "Club of 300," which aims to promote gender parity in sports leadership in France. This program supports women in their transition to leadership roles in sports. It offers mentorship, training, and a network to support emerging female leaders. Between 2022 and 2024, it brought together more than 300 women leaders. Following suit, the French Rowing and Basketball federations have developed similar programs within their respective federations. (26,27)

"I'm not the next Usain Bolt or the new Michael Phelps. I'm the first Simone Biles." - Simone Biles

REDUCING PAY GAPS AND IMPROVING CONTRACTS FOR FEMALE ATHLETES

Firstly, reducing pay gaps and improving contracts for female athletes requires a reform of economic models and TV rights.

A better redistribution of revenue and broadcast quotas for women's competitions would guarantee increased visibility, thereby attracting more sponsors and funding.

The introduction of a mandatory minimum wage, like that of the women's football league in the United States, would ensure fairer incomes, while enhanced maternity protections would guarantee career continuity.

In this regard, we can also note UEFA's UNSTOPPABLE initiative , a one billion euro investment to develop women's football in Europe over the next six years. UEFA is introducing a framework of minimum standards for women's national teams in Europe, focusing in particular on the professionalization of coaching staff, medical personnel, access to facilities, a national framework for establishing a minimum wage, and maternity leave.

From EURO 2025 onwards, UEFA will increase the total amount of prize money to 41 million euros, an increase of 156% compared to 2022.

Furthermore, in national teams, equalizing bonuses between men and women , as in Norway and the United States, and ensuring salary transparency in clubs and federations would help reduce inequalities. (28,29,30,31)

Brand commitment – ​​A recent example is Nike's commitment, renewed as the official kit supplier of the French Football Federation until 2034 following the latest tender. This partnership covers the equipment of all national teams, men's and women's, as well as support for amateur football and referees. Nike has also committed to investing in the development of women's football at all levels in France. Estimated at around €50 million per year, this contract renewal helps strengthen funding for women's football, thereby promoting its professionalization and visibility.

The creation of the Women's Professional Football League in France, effective since July 1, 2024, marks a decisive step in the development of women's football. This initiative aims to professionalize clubs, improve conditions for players, and enhance the appeal of national competitions.

With an initial budget of €10 million for the 2024-2025 season, a 33% increase compared to the previous year, the LFFP plans to expand the Première Ligue Arkema from 12 to 14 clubs by the 2026-2027 season. At the same time, the number of registered female players is expected to double to reach 500,000 by 2028.

These measures help to increase the visibility of women's football in France, attracting more sponsors and broadcasters, and offering players optimal professional conditions. (32,33,34)

INCREASING MEDIA COVERAGE OF WOMEN'S SPORT

To combat the underrepresentation of women in sport, it is crucial to increase media coverage. This begins with the introduction of mandatory broadcast quotas to guarantee fair representation of female athletes on television (like the one implemented in France in 2014).

Events like the Women's Football World Cup, which attracted more than a billion viewers in 2019, clearly demonstrate that the public is eager for women's sport, provided that it is visible.

During the 2024 Olympic Games, among the best French audiences was the women's basketball final between France and the United States, which attracted more than 6.4 million viewers.  

Furthermore, studies, such as those conducted by UEFA in August 2022, show that a growing number of fans are turning to women's competitions.

Indeed, the finals of the 2022 Women's Euro broke audience records, surpassing many men's events. This phenomenon indicates that increased coverage and greater prominence can generate widespread public enthusiasm.

Sponsors also play a crucial role. Indeed, as long as they prioritize men's sports for economic reasons, this continues to marginalize female athletes.

It is urgent that brands invest equally in women's teams, as this contributes to a virtuous circle of visibility and professionalization. (35)  

However, here are a few promising and impactful examples:

  • During the 2023 Women's World Cup, Orange made a powerful impact with an advertising campaign aimed at dismantling prejudices about women's football . By showing spectacular plays of female players digitally made up to resemble men, and then revealing that these were in fact women's performances, the brand highlighted the talent of female footballers. (video link)

 

  • A prime example of targeted investment in women's football is the partnership between Deloitte and the Paris Saint-Germain women's team . By becoming a major sponsor of the team, Deloitte chose to exclusively support the development of women's football, a still rare approach in sports sponsorship. Initially signed in 2022, this partnership was renewed in 2024 for three additional seasons. This commitment allows for improvements to the club's infrastructure, training conditions, and visibility, while also sending a strong message to other brands.

  • In Germany, the women's Bundesliga has seen a significant increase in funding and visibility, thanks to increased financial support from its commercial partners.

Finally, the media must stop reducing female athletes to their image or to stereotypical narratives and highlight them for their performances and talents.

Initiatives like " Women's Sport Always" Studies led by ARCOM demonstrate that there is real economic and media potential to invest in women's sport, and that this increased visibility can not only change public perception, but also open up new opportunities for athletes.

Changing the personalities who speak about women's sports also allows for a more inclusive and impactful discourse. Thus, the creation of associations like "Women Sports Journalists" aims to improve the representation of women in French sports media. This group advocates for greater gender equality in sports newsrooms, notably by developing a charter inviting those in charge to commit to better representation of women journalists.

With this in mind, the book "Merci Alice" (Thank You Alice) , published in May 2024 by the Alice Milliat Association and the Women Sports Journalists collective, highlights 80 French Olympic and Paralympic champions, thus reinforcing the recognition of female athletes and their place in the history of sport. (36, 37, 38, 39, 40)

At ALKÉ, we work every day towards a more inclusive sport, where every athlete can flourish without constraint or discrimination.

As Phumzile Mlambo-Ngcuka, former Executive Director of UN Women, points out: “Football is the most played and most watched sport in the world. If it promotes the empowerment of women, it can have a considerable influence on advancing gender equality.”

Let's continue to build a future where every woman finds her place on the field.

Equality in sport is not a privilege, but a right.

Study written by Myriam Ben Mouloud (ALKÉ),

Reviewed and supervised by Claire ALLARD (ALKÉ)

with contributions from Tess HARMAND (Alice Milliat Association)

Contact: info@alkesoccer.com

REFERENCES

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