Kate Johnson: El próspero futuro de los deportes femeninos

El próspero futuro de los deportes femeninos

Los deportes femeninos están ganando popularidad en todo el mundo, con índices de audiencia, asistencia y crecimiento de ingresos récord. Y, sin embargo, los algoritmos de las redes sociales todavía se inclinan hacia la cobertura de los deportes masculinos. La remera olímpica Kate Johnson, quien ahora lidera la estrategia de marketing global para deportes y entretenimiento en Google, analiza por qué esto sigue sucediendo y qué se necesita para igualar las oportunidades para los deportes femeninos.

Olympian rower, global marketing director at Google

Social media feeds and search platforms overwhelmingly promote men's sports, making women's achievements nearly invisible to casual fans. For every 19 stories about men's sports, only one covers women, fueling a cycle of underinvestment and limiting young girls' inspiration. When girls cannot see athletes who look like them thriving, they are twice as likely as boys to drop out of sports by age 14. Collective action from brands, fans, and tech is beginning to rewrite this narrative and build a more visible future.

Algorithms Hide Women's Sports, But Visibility Can Change Everything

While women’s sports are breaking viewership and revenue records, they remain largely invisible in digital feeds shaped by biased algorithms. For every nineteen stories about men’s sports, only one about women makes it onto the shelves of major platforms. This lack of visibility fuels a cycle of underinvestment, with girls still dropping out of sports at twice the rate of boys by age fourteen. Changing the system requires action from brands, media, athletes, and fans alike to make women’s sports impossible to ignore.