Sports industry missing out on female talent

The UK sports sector is missing out on female job applicants due to perceptions of ease of accessing careers.

According to research commissioned by Women’s Rugby World Cup England 2025, there is widespread interest in sports careers, with nearly three in five (59%) adults in Great Britain willing to apply for a job in the sector. However, there are particular challenges faced by women and individuals from lower socioeconomic backgrounds.

Just under half (48%) of women say they would apply for a role in sport, compared with over seven in 10 men (72%). There is a significant gender divide in perceptions of comfort being themselves in a sports workplace (49% of women versus 72% of men) and confidence in having the right qualifications to apply (44% of women versus 63% of men).

Men are also more likely to have taken part in initiatives designed to open up sports industry careers (38% versus 20%), highlighting access issues across the sector.

The study forms part of Women’s Rugby World Cup 2025’s ‘Where We Belong’ campaign.