Sky, the UK’s largest media and telecommunications conglomerate, has signed a year-long strategic partnership with footballer Alessia Russo. The ultimate aim is to tackle the huge drop off in sports participation for girls aged 11-18. This multi-year initiative addresses the staggering reality that girls are missing out on over 280 million hours of sports each year. This gap is particularly jarring compared to their male peers. By focusing on empowering young girls through sport, Sky is poised to make a lasting impact on health and economic outcomes across the UK.
The new partnership begins with the launch of The Alessia Cup. This annual nationwide tournament is designed to excite and empower the next generation of women, athletes and leaders. Sky is clearly putting down a strong marker. As part of this, they’re pouring £400 million into increasing access to high-quality sports facilities in the communities that need them most. The goal is to not only encourage participation but foster confidence, resilience, and leadership among young girls through sports.
The Current Landscape of Girls’ Sports Participation
The numbers tell a troubling story of girls dropping out of sports. 340,000 more girls are being excluded from sports than boys, according to research. This exclusion is largely due to financial barriers and lack of access to local sports facilities. By age 11, almost 33% of girls give up believing that sports are intended for them. Each of these girls’ loss is felt not only by them but by our community and society at large.
Dana Strong, Group CEO of Sky, reiterated the need to tackle this challenge.
“By age 11, nearly one in three girls stop believing sport is for them – proven not to be just a personal loss, but a national one.” – Dana Strong, Group CEO, Sky
This gap is made worse by the stigma around accessibility. One in three girls report that they feel boys have wider access to a variety of sports, which can discourage participation. Additionally, 55 percent of girls say seeing professional athletes inspires them to participate in sports. Not only making history themselves, Sky wants to use this media spotlight to motivate the future wave of young, female athletes.
Economic and Health Implications
Increasing sports participation among adolescent girls closes the gender gap and comes with considerable economic and health returns. According to recent studies, empowering inactive 18-year-old girls to participate in sports could yield an impressive £30,000 in lifetime economic benefits per individual. Through increasing participation rates, specifically amongst girls, the UK has an opportunity to unlock an estimated £6.5 billion in economic and health benefits. How this change might happen by 2035.
The initiative bodes well for national health care cost trends. Sport promotion in girlhood increases annual productivity by £570 million. It would save the NHS an estimated £73 million per year too. These numbers are a testament to the extensive benefits that come when we invest in girls’ sports programs.
The Role of Sky Sports
Sky is making big moves to increase exposure and accessibility for women’s sports. The network has committed to airing all but one of Women’s Super League (WSL) games by the 2025/26 season. Through this commitment, you’re not just supporting women’s sports—you’re enhancing them. It gives young girls a chance to see relatable role models to inspire them.
Alessia Russo said she was excited to help with the project and inspire young girls.
“I’m proud to launch The Alessia Cup in partnership with Goals 4 Girls and Sky, giving more girls the chance to play the game I love. Together, we’re creating opportunities that build confidence, resilience, and leadership far beyond the pitch.” – Alessia Russo
These women are working together to create a better path for young girls in sports. Their mission is to facilitate participation from the community through to the Olympic Games. By creating a collaborative and inclusive ecosystem, this initiative aims to change the way girls see themselves in sports.
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