Women’s sport is no longer on the margins, it is becoming one of the fastest-growing areas of the sporting landscape.
Across the UK, record-breaking audiences, increased investment and wider media coverage are transforming what was once seen as a niche into something firmly mainstream.
In 2025 alone, women’s sport generated nearly 400 million viewing hours, with more than 10,000 hours of broadcast coverage for the first time according to the More Than a Moment report.
Major events have driven headlines, but the most significant shift lies beneath the surface: consistent, year-round engagement. Domestic leagues are attracting larger audiences, social media is amplifying athletes’ voices, and fans are increasingly watching women’s and men’s sport side by side rather than separately.
That momentum has been fuelled by success on the biggest stages.
The Lionesses have captured national attention with back-to-back Euro victories, while the Red Roses continue to set the standard in international rugby, winning the 2025 Women’s World Cup. In cricket, the legacy of the England women’s cricket team 2017 World Cup win remains a defining moment in the sport’s modern rise.
But this isn’t just a story of elite success. The impact is being felt at every level, including in the West Midlands.
Wolves Women at the centre of local momentum:
On Sunday, Wolves Women rounded off an outstanding FA Women’s National League campaign with a comfortable victory over Halifax Women at SEAH Stadium.
The win secured a play-off final against Plymouth Argyle Women, a match that could see them promoted to WSL 2, the second tier of English women’s football.
Off the pitch, the club has also taken a significant step forward. For the first time, Wolves successfully submitted all required documentation to support their promotion bid, aligning infrastructure and ambition with their performances on the field after missing last year’s deadline.
It marks a turning point, not just for the club, but for how seriously women’s teams are now being supported.
hat growth is being felt directly within the squad.
Wolves Women captain Anna Morphet said:
“I think it’s growing and I think the growth over the last couple of years has been massive.
I think the support we get kind of every week, let alone occasions like playing at Molineux, has been brilliant and that’s definitely grown the time I’ve been at Wolves.
In terms of gaining that kind of respect, there’s still a long way to go. I think there’s the comments and the kind of prejudice against us sometimes, but that’s I think difficult for me to summarise from my point of view as a player.”
Growth beyond football:
That same sense of progress is visible across other sports in the region.
Sides such as Wolverhampton Women’s Cricket Team are benefiting from increased participation and visibility, while grassroots softball teams report growing numbers of players and greater community interest.
Opportunities that were once limited are now expanding, from entry-level involvement to clearer pathways into elite competition.
Gujreet Malhi, captain of Wolverhampton Women’s cricket softball team, said:
“There definitely seems to be a ripple effect happening in the country which is quite evident with the major tournaments. So we’ve got the World Cup coming up in the UK which is great and the auction (Women’s Hundred auction) which has taken place, where players are starting to get paid and the pot of money is increasing.”
A summer spotlight
The momentum is set to accelerate even further this summer, with the ICC Women’s T20 World Cup taking place in England, including matches in Birmingham.
The tournament will bring global attention to the region and is expected to inspire a new generation of athletes, while reinforcing the growing commercial and cultural importance of women’s sport.
More than a moment
For Wolves Women, the immediate goal is clear: win the play-off and secure promotion. But their progress already reflects something much bigger.
Women’s sport is no longer defined by isolated moments of success. It is building long-term credibility and is growing everyday.