Women’s Super League icons including Leah Williamson, Alex Greenwood and Lauren James join forces as new research unveils the role of sports stars in inspiring young women

On the eve of the 2024/25 Women’s Super League season, new research reveals the power of increased visibility of female athletes, as an overwhelming 88% agree that watching female athletes on TV inspires young women to participate in sports.

To celebrate the return of England’s topflight of women’s football, Sky Sports brought together one player from every WSL club for a star-studded shoot, with their outfits representing each athlete’s personality and the intersection between fashion and football. The shoot is part of the Sky Sports Editions series which celebrates incredible women who are breaking barriers, setting records and inspiring fans to participate, watch and follow their sport.

The WSL Edition aims to put a spotlight on players from across the League, as new data commissioned by Sky Sports shows that nearly 70% of people see professional athletes as the most influential role models in sport for young women, showing the crucial role female footballers play in shaping the next generation.

The impact of female athletes goes far beyond the pitch too. According to the findings, more than three quarters (78%) believe female footballers are becoming more prominent in both celebrity culture and fashion. The fusion of football and fashion is broadening the sport’s appeal, with players shaping trends and expanding the sport’s cultural reach as 44% of 18-29-year-olds say they are likely to purchase a fashion item worn by a player. 

Breaking down stereotypes has emerged as the leading reason for having role models in sport, with one fifth of respondents emphasising its importance, followed closely by the inspiration young women draw from seeing female athletes in action (19%), motivating them to take part in sports or physical activities themselves.

Alex Greenwood, Manchester City player and Lioness said, “The WSL is an amazing league and to have each club represented at this shoot with Sky was great to see. Whilst we’re on different teams, we are in it together to keep inspiring the fans & pushing the women’s game forwards.”

As the WSL kicks off, with players regularly featuring on screens again, respondents also make it clear that broadcast coverage is crucial in promoting female athletes, with 79% agreeing that TV plays a vital role in increasing visibility of sporting role models. 

Jo Osborne, Head of Women’s Sport at Sky Sports said, "At Sky Sports, we are dedicated to showcasing the exceptional talent in women’s sports, not only to entertain, but to inspire fans and encourage greater participation especially amongst the next generation. Bringing all the Women’s Super League clubs together for this shoot is the perfect way to kick off the season and build excitement for seeing these incredible players back on our screens this weekend."

This season the WSL returns to Sky Sports, starting with a blockbuster opener where Arsenal will host rivals Manchester City at Emirates Stadium, exclusively live on Sky Sports and streaming service NOW on Sunday 22 September. Coverage starts at 11:30am on Sky Sports Main Event and Sky Showcase – available in all Sky homes and included in a NOW Entertainment Membership. 

Days before the 2024/25 season kicks off, players that came together on set were: Leah Williamson (Arsenal), Alex Greenwood (Manchester City), Lauren James (Chelsea), Maya Le Tissier (Manchester United), Taylor Hinds (Liverpool), Jessica Naz (Tottenham Hotspur), Maz Pacheco (Aston Villa), Viviane Asseyi (West Ham United), Hayley Nolan (Crystal Palace), Megan Finnigan (Everton), Poppy Pattinson (Brighton & Hove Albion) and Janice Cayman (Leicester City).