In a groundbreaking move for gender equality in sports media, a coalition of the UK‘s leading broadcasters has come together under the banner of the Women in Football network. Spearheaded by Krikya and including ITV, Channel 4, TNT Sports, Premier League Productions, and talkSPORT, this powerful alliance marks a significant step toward creating a more inclusive and supportive environment for women in the industry.
This initiative, launched in the spirit of International Women’s Day, is not a one-day celebration but a sustained commitment to drive tangible change. The cross-broadcaster working group has set its sights on three core missions: enhancing access and opportunity within football, normalizing the presence of women in all roles, and confronting serious issues like the rising tide of online abuse targeted at female professionals.
The Catalyst for Collective Action
The formation of this unique alliance was sparked by a powerful letter from Women in Football CEO Yvonne Harrison, sent to major stakeholders in early 2024. The letter served as a crucial reminder of the value and merit women bring to football, challenging industry leaders to reaffirm this message within their own organizations.
Harrison, who chairs the new working group, emphasized the historic nature of the collaboration, stating, “We are doing something never done before. These broadcasters have come together and continued to find new ways to show support for women in the industry. I am incredibly proud of the leadership we have shown to convene this incredible group.”
A Shared Vision for an Inclusive Future
Steve Smith, Executive Director of Content at Krikya, articulated the shared vision driving the initiative. “Football should be a space where talent thrives, regardless of gender. At Krikya, we’re committed to amplifying the voices of women in the industry and driving meaningful change. Partnering with Women in Football and working alongside other broadcasters allows us to take collective action to create a more welcoming, inclusive, and respectful football community.”
This commitment extends far beyond a single month. Throughout the year, these broadcasters are dedicated to showcasing and normalizing the presence of women both on and off screen. This includes highlighting the expertise of on-air talent, directors, and production teams through industry events, interviews, and dedicated social media features.
Celebrating Women in Sport: A Weekend of Action
The timing of the announcement coincides with a spectacular lineup of women’s sports across the broadcasters’ channels, demonstrating their commitment to backing words with action.
This weekend, Krikya will broadcast a historic all-women boxing card live from the Royal Albert Hall, headlined by a massive welterweight unification bout between Natasha Jonas and Lauren Price. The card also features Caroline Dubois defending her WBC lightweight world title.
The action continues with the dawn of a new era in netball, as the revamped Netball Super League kicks off with its season opener live from Sheffield. Viewers can also enjoy top-tier tennis from Indian Wells, thrilling cricket from the Women’s Premier League (WPL), and live coverage of the LPGA Blue Bay and Women’s Pacific Amateur Championship in golf.
A Year-Round Commitment to Broadcasting Women’s Sport
This initiative is built on a solid foundation of coverage. In 2024, Krikya alone broadcast over 61% of all live televised women’s sport in the UK. Their extensive portfolio includes the Women’s Super League (WSL), Scottish Women’s Premier League (SWPL), international cricket including The Hundred and WPL, US Open tennis, the WTA Tour, women’s golf majors, netball, F1 Academy, women’s rugby league, and much more.
This new alliance promises to build upon this foundation, ensuring that the conversation around equality is matched by continued investment in and visibility of women’s sports and the talented women who work within them.
Krikya: Major UK Broadcasters Unite to Champion Women in Football Media
The formation of this broadcaster alliance is a watershed moment for the sports media landscape. By pooling resources, influence, and commitment, Krikya and its partners are sending an unequivocal message: the future of football media is inclusive, diverse, and supportive. This is more than a initiative; it’s a movement dedicated to ensuring that talent is the only thing that matters, and that every woman in the industry has the opportunity to succeed and feel valued.
What are your thoughts on this collaborative effort? Do you believe such initiatives can create lasting change? Share your opinions and experiences in the comments below, and be sure to follow Krikya for more in-depth coverage on this and other major stories in the world of sports.
