Summer brings with it a large number of sports competitions, but I’m not talking about Wimbledon, the Tour de France or the Women’s Euros. The ones I’m referring to have fewer spectators, no media coverage and a total absence of prize money. Yet, in many cases, the participants are some of the most enthusiastic athletes you’ll ever meet – children. Hundreds of sports days have started taking place around the country where kids can’t wait to compete in everything from egg and spoon and sack races to more traditional athletics. 

However, research has shown that by the time girls move on from primary school, this enthusiasm for sport will already be diminishing. The organisation ‘Women in Sport’ has found that by secondary school, a staggering 43% of girls who once considered themselves sporty will fall out of love with sport. By the time they reach 17-18, just 28% of girls would describe themselves as ‘sporty’ (compared to 58% of boys) and by adulthood, women and girls of every age group are less active than men and boys.

There’s been a fair amount of research into why this is and what can be done to slow the decline. Family, coaches and the education system all have important roles to play, but brands can also make a significant impact. Indeed, Women in Sport has also found that the influence of marketing and media grows the older girls get. So, what can we do to help?

Support and show more sports

Women’s football has seen a wonderful surge in viewership in the last few years. The increased prominence of the lionesses, coupled with a drive for football to become part of girls’ PE curriculum, has had a really positive impact on awareness and participation. But it’s important to remember that not every sport is for everyone. To increase long-term involvement in sport as a whole, girls need to be able to find 'their sport’ - the one they most enjoy. Given that Sport England officially recognises 85 sports, this won’t necessarily always be the one with the most broadcast coverage or one of the few offered in PE. To help girls discover where their passion lies, we need to showcase as many sports and sportswomen as possible. Tag Heuer is famous for their partnerships with Motorsports, Tennis and Golf, but they also have skateboarder Sky Brown and Kite Surfer Giselda Pulido as ambassadors, helping to give these sportswomen and their sports more time in the spotlight and inspire the next generation. 

More variety in sportswear

Female battles with sports clothing isn’t a new topic, though sadly, even in 2025 girls are having to protest at being made to wear skorts rather than shorts. Given that most girls drop out of sport over puberty when their bodies are changing, feeling comfortable in what they wear is a key factor in continued participation. Some sports brands are already doing a great job at easing these barriers, for example, Puma recently partnered with Modi Bodi to create leak-proof period sports underwear. 

But as well as tackling functional issues, we can’t lose sight of the fact that sometimes a desire to take part can come down to whether or not girls feel confident in sportswear. Sweaty Betty’s latest campaign ‘Wear the damn shorts’ shows that feeling self-conscious in sports clothing isn’t something that just applies to girls and teenagers. Indeed, their research states that nearly 1 in 2 of their adult customers have skipped a workout because they didn’t feel confident in what they were wearing. Girls need to feel that their choices go beyond Lycra, split shorts and crop tops. Courtney Daulwater - arguably the greatest ever female ultra runner - famously runs in knee-length baggy shorts and oversized t-shirts. Her sponsor, Salomon, produced the ‘Shortney’ shots based on her style, but this deviation from the norm shouldn’t be a one-off by one company. As advertisers and brands, let’s showcase more women wearing different styles of sports clothing, create more variety in sportswear and let girls know there’s no right or wrong answer when it comes to clothing. 

Talk about cycles 

Unilever has reported that 78% of British girls aged 15-17 stopped playing sports during their periods. As a result of this, Persil has tried to decrease the stigma around periods and sport with their ‘Every stain is part of the game’ campaign. But periods are only one part of a complicated menstrual cycle. The luteal phase, which can last for around 14 days or 50% of an average cycle, is where energy levels and moods are often at their lowest. These hormonal changes can have a huge impact on motivation, confidence and performance and can easily lead girls to question their ongoing participation. Cycles are complicated because research shows that we all react differently, but this means there’s an even stronger case to be talking about and researching them in their entirety, so that understanding increases and management improves. 

Create a sense of belonging 

Finally, we need to create a sense of belonging for girls playing sport. Research shows that two key deterrents to girls participating in sport are fear of being judged and wanting to spend more time with friends. But feeling part of a supportive community or group can help ease both of these concerns. A sense of belonging eases the worry about being judged and teams can create their own brilliant friendships. In 2021, Dark Horses created the 101 project with Just Eat, kickstarting 101 women’s grassroots teams, creating new friendships and enhancing their sense of belonging as a team. 

There’s no denying that sports participation will change as girls get older. Sports days and activities will lose the carefree chaos of the early years, and the egg and spoon race will invariably give way to more officially recognised athletic pursuits. But enthusiasm doesn’t have to disappear with it. If we keep making small changes to the way we represent and talk about sport, we will help girls feel like it’s a space that they truly belong in and enjoy being part of.