Women’s Sport Trust: taking women’s sport from worthy to irresistible

The Women’s Sport Trust (WST) is a campaigning charity that has been at the forefront of driving change in women’s sport for over a decade.

Dedicated to raising visibility and unlocking commercial investment of women’s sport, WST identifies barriers to growth and creates targeted initiatives to overcome them, driving meaningful change.

Early in our inception, we identified that a lack of data was a significant barrier within the system that was preventing progress. Without concrete insights, investment and media coverage remained stagnant.

Recognising the power of visibility as a catalyst for change, we set out to provide the industry with the data-driven evidence needed to shift perceptions, influence decision-making and create lasting impact.

Since June 2024, WST has published three reports into the visibility of women’s sport, offering unprecedented insight into the rapidly growing audience.

By providing the industry with essential data, we have ensured significant progress has been made across media, government and the wider sport industry in understanding the visibility of women’s sport in the UK. Our research has proven that a strong and engaged audience for women’s sport exists, shifting the industry narrative from assumption to evidence.