The recent incident at the World Cup Ski event shows the ugly truth about the condition of women in sports. It shows that sexism still exists in professional sports. Olympic athlete Selina Freitag competed in the prestigious Two-Night Ski Jumping Tour in Garmisch-Partenkirchen, Germany, last December. She finished first in the women’s qualifying round. Still, her reward was a partner bag containing shower gel, shampoo, lotion, and four towels. Meanwhile, the men’s division winner, Jan Hoerl, walked away with nearly 3,000 Swiss francs (€3,200 or over AUD$5,000).
Let that sink in. A world-class woman athlete puts in the same effort achieves the same milestone, but is rewarded with toiletries. In an interview with German broadcaster BR24, Freitag reflected on the incident, saying, “It was like, ‘Here, we unfortunately didn’t have 500 euros left over.’ I don’t want to complain too much about it, but you can see the differences.”
What was the official response? The revenue gap, of course
In a statement to CNN, the International Ski and Snowboard Federation (FIS) admitted that women winners of qualifying events do not receive a cash prize. Instead, they noted that the gift bag included a voucher for wellness treatments. FIS described the gesture as “well-intentioned” but acknowledged that it may have caused frustration and “given a bad impression if seen as formal compensation for the victory.” According to them, this was never the intent.
FIS also pointed out that women’s ski jumping generates less interest and revenue than men’s events. Whenever gender disparities in sports are revealed, the discussion always revolves around revenue generation. So, shouldn’t we also question why women’s sports attract less interest in the first place? Why not start by addressing the years of unequal promotion, limited opportunities, and lack of investment?
No visibility, no revenue: Women in sports and the dilemma
When Women’s National Basketball Association (WNBA) player Skylar Diggins-Smith called out the pay gap between men’s and women’s professional basketball players, the response she got was heartbreaking. “The difference is the total amount of revenue. It’s not a gender issue. It is a revenue issue.” Sure, men’s sports often do generate more revenue. But that’s not the whole picture. Why do they generate more revenue?
Men’s sports have been around longer, are more heavily funded, and receive far more attention than women’s sports. For decades, male athletes have had more opportunities and sponsorships. It is no surprise that they generate more revenue when they have better platforms from the beginning.
Women’s sports, on the other hand, have constantly struggled for the same level of recognition, support, and investment. The result is a revenue gap that has been years in the making, which sports authorities are now conveniently using as an excuse.
Women in sports: Revenue starts with recognition
Revenue doesn’t just appear out of nowhere. If women’s sports are constantly overlooked, underfunded, or ignored by the media, they won’t generate excitement or interest, let alone revenue. To generate revenue, women’s sports need the platform to reach audiences, the resources to build competitive teams, and the recognition that draws sponsorships and fans.
Blaming “lack of interest” ignores the system that created this disparity. Men’s sports dominate because they have been prioritised for years. The market didn’t magically favour them; it was built that way. After all, people can’t support what they don’t see. Imagine brands promoting women’s sports with the same enthusiasm. Prime-time ads, high-profile sponsorships, and global campaigns. The revenue gap will definitely start to shrink.
Women in sports: The final thoughts on holding them back
If women’s ski jumping generates less interest, isn’t it the responsibility of governing bodies like FIS to promote it better, invest in its growth, and create opportunities for equal visibility? Instead of shrugging and saying, “It is what it is,” maybe it’s time they ask, “What can we do to change this?”
It is not just about ski jumping. Take any sport, even something as mainstream as cricket in India. When you look at the media coverage and market exposure, does women’s cricket receive the same hype and attention as men’s? No. Without equity, women’s sports are left to fend for themselves in a system rigged against them. And as long as that remains the case, we will continue to see discrimination against women in sports.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
