There’s a video that DAZN and YouTube have created to promote their coverage of the Uefa Women’s Champions League (UWCL) that explains the correlation between greater media coverage of women’s sport and increased attendances, sponsorship, and participation.

“The more eyes, the more likes,” the video’s narrator says in short sentences, accompanied by a dramatic soundtrack and overlayed with vivid images from the world of women’s soccer.

The video is an effective way of explaining how the comprehensive and accessible nature of the two organisations’ coverage of the UWCL is something that men’s soccer takes for granted but is unprecedented in women’s sport.

“The more likes, the more tweets,” the video continues. “More tweets, more fans and more fans fill more seats. A full house means more noise, more heads getting turned. More cameras, more angles, more pundits, more press.”

The evidence suggests the confidence projected in the video isn’t misplaced. There are many studies that prove the link between increased exposure, interest and revenues. But men’s sport has long dominated the airwaves and column inches, denying most women’s competitions the opportunity of a platform to become more professional.

There are exceptions, like tennis, of course, and the situation has improved in recent years. Women’s sport is more popular, more attractive to brands and broadcasters, and more athletes than ever can earn a living from their craft.

But there is still much to be done to address this historic imbalance, change attitudes, and enable as many women as possible to make a living from sport. This doesn’t necessarily mean on the field or as a coach – women are also underrepresented in the back office and in the media.

In early 2021, Deloitte predicted that total revenues across women’s…