We love to see the growth of women’s sport, and all signs point to the trend continuing in the years ahead.
Women’s elite sport is set to generate over $2.35 billion in 2025. A new generation of women are stepping into the spotlight, building communities and taking up roles within the sports industry. Their influence is inspiring young fans, sparking participation and creating an increasingly inclusive environment that fuels the industry’s future growth.
Women’s sport is expanding fast
Our SportOnSocial Global Sports Properties 2025 report shows record-breaking growth in women’s sport, led by the WNBA (+322%) and major increases for the BWSL, Frauen-Bundesliga, NWSL and UEFA Women’s Champions League.
Our SportOnSocial data makes it clear that women’s sport is no longer niche.
On International Youth Day this year, we’re highlighting five young people who are pushing women’s sport forward. Their impact spans elite performance, culture, media and community.
Sarjo Baldeh
The Gambia – Sports Photographer
Aged just 23, Sarjo Baldeh is changing the visual landscape of African football.
As a Gambian sports photographer, she has covered major tournaments, including AFCON and the African Games, often as one of very few young women on the sideline. She has worked as an official photographer in West African competitions and built her own media venture, giving her the power to decide which stories are told and who appears in frame.
Why this matters
By concentrating on women’s football and everyday community sport, Baldeh has created an archive that mainstream outlets rarely capture and gives younger creatives a model for entering the game on their own terms. Confederation of African Football (CAF) has profiled her as a “bright, shining star” in a craft long dominated by men – such recognition helps open doors for other women behind the lens.
Cocona Hiraki
Japan – Skateboarder
Sixteen-year-old Cocona Hiraki has raised the profile of park skateboarding to new, younger audiences in Asia. She became Japan’s youngest Summer Olympian and won silver at Tokyo 2020 aged 12, before taking silver at Paris 2024 silver and a World Championship title in the same year.
Hiraki’s consistent podium finishes across World Skate events and X Games keep women’s park events in front of broadcasters, sponsors and fans between Olympic cycles.
Why this matters
Her success and visibility provide a compelling reason for national bodies to expand the skateboarding infrastructure and support programmes for girls. Her presence at the top of global competition offers a powerful case for investment in skate parks and coaching pathways that could inspire a generation.
Mia Brookes
UK – Snowboarder
Mia Brookes became the youngest snowboard world champion at the age of 16 in 2023. She was also the first woman to land a Cab 1440 at the 2023 Freestyle Ski and Snowboarding World Championships in Bakuriani, Georgia. A trick that instantly pushed the technical limits of women’s snowboarding. She has since followed up with X Games slopestyle gold and Big Air World Cup gold in 2024.
Why this matters
Mia’s social media presence gives fans an honest view of life as an elite athlete – from training clips to travel days – to make the sport approachable for all. For many young riders that find her through social media, her visibility is the first glimpse of what’s possible in competitive snowboarding.
Coco Gauff
USA – Professional Tennis Player
Coco Gauff is one of tennis’s brightest stars. At 19 years old Coco won her first Grand Slam while still a teenager, at the 2023 US Open. Now 21 years old, Coco is one of the first professional tennis players changing how tennis players connect with fans through social media, particularly TikTok. Her fun, personality-driven videos portray her life away from the court and resonate with a younger, relaxed audience who may not watch full matches but do engage online.
Why this matters
With a mix of athletic success and authentic digital presence, she is reaching a broader audience and setting an example of how players can build fan bases beyond traditional media coverage.
Danielle Puiri-Tuia
New Zealand – Run Club Founder
At the age of 22, Danielle Puiri-Tuia is reshaping the running scene in Aotearoa through her women-centred group Runners High 09. What started as personal lockdown runs has evolved into a regular community meet-up in South Auckland, a group that welcomes every age, pace and ability.
Why this matters
By focusing on safety, inclusion and enjoyment over competition, Puiri-Tuia has produced a space where women can participate without fear of judgement. Such a community-led approach encourages participation as well as fostering long-term engagement in both sport and active lifestyle.
Final Thoughts
The stories of Baldeh, Hiraki, Brookes, Gauff and Puiri-Tuia are fine examples of how young women are shaping the future of sport in ways that will be felt for years to come.
From grassroots communities to global arenas, they’re laying the foundations for a sporting culture that is more vibrant, visible and inclusive than ever before. The more we champion these voices, the stronger and more inclusive the sporting world becomes.
Want to share your story or nominate someone doing amazing work in women’s sport for our She Moves The Game Spotlight Series?
