The athletic world has failed female coaches, and it's time for a change.
Despite producing championship-winning teams, female university coaches earn less than their male counterparts, according to a 2017 study done by the University of Northern Colorado. This persistent wage gap between male and female university coaches reinforces the deep-rooted gender biases that exist in sports. Women have been failed by the lack of exposure given to them that is needed for them to make more money. Addressing these disparities is crucial for fostering an environment that values all coaches equally.
Women's sports need more attention to help bring in fans and revenue. Media outlets and the teams' own university can play a major role in bringing more viewership to the players and coaches.
Women deserve an equal experience and the ability to find their place in the world of sports. This should be reflected in how many women are seen holding positions and most importantly — their pay.
The wage gap in university coaching is part of an established history of gender inequality in sports.
Title IX, passed in 1972, was a landmark piece of legislation that aimed to level the playing field by prohibiting gender discrimination in federally funded educational programs, including sports. While Title IX increased opportunities for women to participate in sports, it did not fix the financial disparities that persist today. Though women’s sports programs have grown in prominence, the problem of fair pay for female coaches remains.
According to the Department of Education’s Equity in Athletics data, more men are employed in collegiate-level coaching positions than women. In this study, only 6,879 out of 27,61 head coaches were women.
The University of Central Florida’s Institute for Diversity and Ethics in Sport conducted a gender and racial report. This report classified the National Collegiate Athletic Association with a level “C” for its gender hiring practices. This report underscores the imbalance in hiring practices in numerous institutions, revealing that men dominate collegiate coaching positions.
Even when women are given these positions in sports, they are not adequately rewarded compared to their male colleagues. An example is head women's basketball coach Dawn Staley, who is arguably the most successful coach at South Carolina and is paid less than a few of her male counterparts, such as head football coach Shane Beamer and defense coordinator Clayton White.
Beamer and White earn roughly $1,175,000 and $1,133,000, respectively. Staley earns $1,030,000. Both Beamer and White have experienced success in their respective positions, but they have not seen as much success as Staley. The women's basketball team has won three national championships under Staley's tenure as head coach.
The gap, despite Staley’s success and national recognition, is one example of the nature of gendered pay inequities in university sports.
The financial disparity between men's and women's sports is a pressing issue. The gap is intensified by unequal access to resources and media coverage for women's sports. The lack of visibility affects funding for women's programs and limits opportunities for female athletes to showcase their talents.
More media coverage leads to increased visibility, which attracts more fans and generates higher revenue. This is shown not only in coaches but with their players too. Without the same level of investment in women's sports, female athletes are denied the chance to build a fanbase comparable to their male counterparts.
An example of this struggle is U.S. Women's National Soccer Team fight for equal pay. The women's soccer team had to spend years fighting to receive equal pay to their male counterparts.
After winning two consecutive World Cup titles and finishing in the top three seven times, the U.S. women’s national soccer team became one of the nation’s most beloved sports teams. But despite their success and popularity, the male team earned twice as much for winning fewer games and generating less revenue. This disparity stemmed from an outdated collective bargaining agreement negotiated in 2017 between the Soccer Federation and the Players’ Union.
It took six years for the women's team to achieve that goal when in 2022, several former and current players settled with U.S. soccer. In the agreement, the organization agreed to equalize pay between the men's and women's national team.
In 2024, the LSU vs South Carolina women's basketball game tracked 1.5 million viewers, making it the most viewed regular season game. This was a groundbreaking game and an amazing achievement for women-dominated sports. Last year's term also sold out of season tickets for the first time in program history.
Without adequate media representation, women's sports often struggle to attract sponsors and fan engagement. If women’s sports were given the same attention and resources, they could generate comparable interest and financial returns.
But what causes people to be less interested in women's sports?
Historically, women’s participation in sports has been frowned upon. Until the 1900s, women couldn't participate in sports because it was seen as too masculine. Athletics have long been characterized as a domain reserved for men, perpetuating the idea that women should either refrain from participating or be relegated to secondary roles. This shaped public perception, creating a narrative that women’s sports are less valuable or less deserving of attention.
While gender equality in sports have come a long way over the years, lingering bias still exists.
To improve this, it is essential to challenge these harmful ideas at all levels. But there's a way to improve this problem that includes supporting programs that encourage young girls to join sports and ensuring the media provides fair coverage of women’s sports.
Increasing attention and recognition for female athletes can challenge and break down existing biases that often undermine their contributions to sports. When female athletes are highlighted through media coverage, it shifts public perceptions and fosters greater appreciation for their achievements. This visibility promotes a more inclusive environment that celebrates women in sports.
Media outlets play a pivotal role in shaping public perception and engagement with sports. By increasing coverage of women’s sports, they highlight the talent and accomplishments of female athletes and foster a more inclusive sporting culture. This should be done by allocating more airtime for women's games, giving them more viewership and visibility. Greater visibility can attract larger audiences, which is essential for building a sustainable fan base.
When women's sports receive more attention, they become more appealing to sponsors. As sponsorships grow, so does the financial support available for women's sports programs.
Universities should work to end this disparity and make improvements. Taking accountability is the first step in fostering positive change within athletic programs. This should include work to fix the existing wage gap and make significant efforts to improve hiring practices.
Some ways colleges should go about this could include more marketing initiatives for women's sports and bringing more people to the games. They should start campaigns to raise awareness about the importance of diversity in athletics. Lastly, they should regularly assess policies related to hiring, promotion and compensation to help eliminate any biases.
When female coaches do not receive the same pay and recognition, it may send a message that their contributions are inherently less valuable. Addressing these issues will help pave the way for a more inclusive and equitable landscape in sports, allowing women to thrive in athletic roles.