Women’s sport at a tipping point in 2023

2022 was an unprecedented year for women’s sport. The Lionesses were crowned champions of Europe. Savannah Marshall and Claressa Shields sold out an all-female line-up at the O2 Arena. And the Red Roses kept us all on the edge of our seats in the Rugby World Cup.

Then came the million-dollar question: Would we be able to maintain the same momentum in 2023?

As we speed towards the end of the year and reflect on the past 12 months, the answer is easy. It’s a resounding “yes”.

Sporting success stories in 2023

2023 has been an extraordinary year for women’s sports. And the surge of female talent will have undoubtedly inspired so many.

High from their Euro win in 2022, the Lionesses were determined to go one better at the World Cup. It wasn’t meant to be, but their defeat to Spain in the final didn’t overshadow their impressive performance and the fact that they were the first England team to reach a World Cup final since 1966.

Claiming victory at the Six Nations, England’s Women’s rugby team had another outstanding year.

Women’s cricket and women’s netball both witnessed remarkable success, and women’s boxing continued to fight its way to glory.

For the second year running, a female won Sports Personality of the Year 2023 – all hail Mary Earps.

And performances at the Solheim Cup, AIG Women’s Open and US Open made the world sit up and take women’s golf more seriously.

People spent more time watching women’s sport in 2023, as evidenced by research from The Women’s Sport Trust. They revealed that major international women’s events drove record-breaking audience numbers in 2023 in golf (it was an amazing Solheim Cup), cricket and netball.

The winds of change are blowing … but are they blowing the right way?

People’s attitudes towards women’s sport – on the whole – have changed.

We’re starting to see a (slow) shift away from classifying sports by gender. Greater financial backing proves that people want to invest in women’s sport. And with increasing TV and media coverage, women’s sport is far more visible than it ever has been.

It’s the start of a positive cycle that will hopefully only continue to pick up pace: When it’s visible, it’s accessible. When it’s accessible, participation grows. More commercial opportunities mean more revenue. And that means even more growth.

There’s definitely still some way to go, but it really feels like women’s sport – at an elite level anyway – is at a tipping point.

But … I’m not sure how much that has really trickled down to club level yet in golf.

In 2023, I’ve played more club golf than I have done for years. And from my experience, things aren’t a whole lot better for female members than they were the last time I was a member somewhere circa 2016.

Don’t get me wrong, things are definitely improving. And if women’s sport in general continues on the same trajectory, then golf clubs will have no choice but to jump on the bandwagon. That, or they’ll eventually cease to exist by not moving with the times.

But what does that look like?

For me, it’s equal opportunities to play – no more “women are welcome to play after lunchtime” rubbish or mid-week only competitions for women.

Reduce demands on time – normalise shorter formats of the game for people who are time-poor, like working women and mums.

More flexibility – flexible membership options, relaxed dress codes and fewer unwritten rules that, let’s be honest, just make everyone uncomfortable.

Women’s sport in 2024

As we head into 2024, the exceptional growth in women’s sport looks set to continue.

In fact, Deloitte has predicted that women’s elite sport will generate revenues of US$1.28 billion in 2024. If that happens, it will be the first time women’s sport has ever broken the billion-dollar barrier.

And when it comes to golf in Europe, the LET recently announced its schedule of events for 2024. 31 events in 20 countries and a total prize money pot of $34 million meant the tour is set for another historic year.

The major events to look out for include the Paris 2024 Summer Olympic Games and the AIG Women’s Open in August, and, of course, The Solheim Cup in September.

So the future looks bright for women’s sport – and women’s golf. Now governing bodies, golf clubs and other organisations in golf need to make sure that they capitalise on it. Growing investment needs to be directed to the right place, with fundamental improvements at a club and grass-roots level.

Watch this space …