The Olympic Games are more than just a global celebration of athletic prowess—they’ve long been a powerful platform for championing equality in sports. Women first competed in the Olympic Games in 1900, coincidentally held in Paris. Since then, the journey toward gender equality in sports has been long and challenging, but as the 2024 Summer Olympics gets underway, we’re witnessing a groundbreaking milestone: full gender parity in participation. This isn’t just a win for women; it’s a seismic shift toward a more inclusive world.
For too long, men’s sports have overshadowed the remarkable achievements in women’s sports. In fact, a recent survey by my organization, The Female Quotient, conducted with Morning Consult reveals that 62% of U.S. adults are captivated by men’s professional sports, while only 39% share the same enthusiasm for women’s sports. However, the Olympics once again proves to be a great equalizer with interest in men’s Olympic sports (53%) nearly matching that in women’s (51%).
This convergence is a beacon of hope, proving that given equal exposure, women’s sports can captivate and inspire just as much as men’s. The Olympics stands as a testament to the power of equal opportunity, showcasing that women’s sports not only deserve the same spotlight and admiration but lead the charge in fandom and recognition.
In the last year especially, we’ve seen an undeniable gravitational shift toward women’s sports. But when it comes to the Olympics, our female competitors really do take the gold. They are recognized as the faces of the Games, setting new records and redefining the limits of human athleticism. U.S. adults are more likely to believe Americans would choose a female athlete (53%) over a male athlete (47%) as the face of the Summer Games.
These stats are monumental, signifying a growing acknowledgment of the extraordinary achievements of female athletes and their capacity to inspire and lead. The public’s evolving perception is a powerful indicator that female athletes are seen as equal icons of athletic prowess. Further, when asked directly and when asked to choose one athlete to represent the 2024 Summer Olympic Games, Simone Biles was the undisputed favorite (21%) with LeBron James coming in second (2%).
And really, we shouldn’t be surprised. Simone Biles exemplifies the evolution of training, ability, and feats of human athleticism. Her groundbreaking performances have not only set new records but have also raised the bar for what is possible in gymnastics, inspiring her teammates and the next generation of competitors to reach for more. Biles is making the impossible possible, whether it’s bringing advocacy of mental health for athletes to the forefront of the conversation or the staggering five skills that have been named after her. Her dedication and achievements inspire a generation of athletes to push beyond traditional limits and strive for excellence.
The Olympics should take a lot more credit for being at the forefront of raising visibility of women in sports. When professional sports leagues were limited by media rights, brand investment, and financial support to give women the parity they deserved, the Olympics was broadcasting women’s sports in prime time.
This gave rise to moments like Nadia Comăneci’s perfect 10 and Dorothy Hamill’s captivating performances in 1976, turning them into pop culture phenomena. I was the same age as Nadia Comăneci in 1976, and I vividly remember watching her flawless routines. She wasn’t just a gymnast; she was a global icon, a symbol of perfection and possibility. What were the Olympic Games doing differently? They provided a platform and visibility that women’s sports had never seen before. If the Olympics hadn’t done that, would gymnastics be as popular today? These moments weren’t just fleeting; they created lasting legacies and elevated the status of women’s sports on a global stage.
The equal interest in the Olympic Games isn’t just about individual athletes. The public’s anticipation and interest for Olympic events is also balanced among both men’s and women’s competitions. Women’s gymnastics is the star attraction, with 41% of respondents eagerly awaiting it, followed by men’s basketball (29%), swimming (25%), and track and field (22%). Women’s swimming also ranks high at 22%.
These findings underscore the universal appeal, a long-held reality that is finally being recognized with the gender parity in this year’s Games.
Research also shows that more people, particularly young people, who aren’t initially interested in the Olympics, would become more engaged if they were informed about the efforts toward equality and gender parity. This highlights the importance of communicating these values to attract a broader, younger audience and foster a deeper appreciation for the Games.
Despite the strides we’ve made, perceived inequities in media coverage, sponsorship, and pay persist. It wasn’t until 2022 that the Equal Pay for Team USA Act passed, creating landmark legislation to ensure all athletes who represent the United States in global competition receive equal pay and benefits—regardless of gender. Now, heading into the Paris Olympics with full gender parity, what does that mean to those at home? As it turns out, it means even greater support for the Games.
Upon learning about the gender parity milestone, the large majority of survey respondents (78%) expressed support for this policy, citing reasons such as the equal talent of female athletes and the potential for making the Games more interesting. Not only does advocating for gender parity enhance the appeal of the Olympics and encourage more viewers to tune in, but it also offers a proven test case for what we’ve always known at The Female Quotient: Equality always wins.
The 2024 Summer Olympics in Paris marks a pivotal moment in the history of sports and gender equality. As we celebrate the achievement of full gender parity, we must continue to strive for equity in all aspects of sports, from media coverage and sponsorship to pay and benefits. By recognizing and supporting female athletes, we can ensure that the spirit of the Olympics—one of unity, excellence, and fair play—truly reflects the values of equality and inclusion.
Equal investment in women’s sports isn’t just the right thing to do—it’s smart business. The 2024 Olympics is proof that when you give women the platform they deserve, the returns are incredible. Sponsors, networks, and brands, take note: The future of sports is equal, and the future is profitable.
Let this be a wake-up call to every sports league and event around the world: It’s time to catch up. The 2024 Olympics has set the bar—now it’s your turn to match it. No more excuses. No more delays. Let’s make gender parity the standard, not the exception.
Let’s seize this opportunity to close the gender gap in sports and inspire a new era of athletic achievement where everyone, regardless of gender, can shine on the global stage. Together, we can change the equation and create a more inclusive and equitable world for all athletes.