Sky is stepping up to level the playing field for girls in sport and the impact could be transformational.
New research commissioned by Sky reveals a powerful truth: playing sport as a child is just as strong an indicator of future career success as a university degree. Yet, girls in the UK aged 11–18 are missing out on a staggering 280 million hours of sport every year compared to boys a gap that’s costing not just individuals, but society as a whole.
Why does this matter?
Game Changing: How Sport Gives Every Girl A Better Chance illustrates that empowering girls through sport could unlock £6.5 billion in economic and health benefits by 2035. Girls who play sport are:
- 50% more likely to reach senior professional roles
- 30% more likely to bounce back after hard times
- 20% more likely to enjoy trying new things
But barriers persist. Many girls face limited access to facilities, outdated PE curriculums, and even sexist comments while playing. One in three girls say boys still get priority when it comes to sports teams and equipment.
Taking Action: The Alessia Cup
Sky isn’t just calling for change it’s making it happen. In partnership with Lioness Alessia Russo and UK charity Goals 4 Girls, Sky is launching The Alessia Cup, a brand-new football tournament designed to give teenage girls from underserved communities the chance to shine on the pitch.
Alessia Russo shared: “I’m proud to launch The Alessia Cup… Together, we’re creating opportunities that build confidence, resilience, and leadership far beyond the pitch.”
Visibility Is Vital
With 55% of girls saying that seeing professional athletes inspires them to play, we’re urging the Government to co-invest in the future of women’s sport: boosting visibility, elevating female role models, and showcasing more female athletes.
We are also calling for the creation of a National Girls and Women in Sport Day a moment to celebrate participation, achievement, and the power of sport to shape the next generation.
A message from Sky’s CEO
Dana Strong, Group CEO of Sky, said: “By age 11, nearly one in three girls stop believing sport is for them – proven not to be just a personal loss, but a national one. We need bold investment and collaborative action to build a future where every girl is welcomed to the game.”
With bold action and collective support, we can rewrite the rules and open up a future where sport is truly for everyone. Let’s champion change!
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