YouGov study delivers strategies for retaining girls in organised sport

A new study from data and market research company YouGov Sport has revealed eight recommendations for retaining girls in organised sport.

Citing previous research that a significant portion of girls discontinue their involvement in organised sport as they transition into adulthood, Closing the gap: Strategies for retaining girls in organised sports suggests the following for sports clubs and organisations.

1. Expand
Expand opportunities outside of school to nurture and sustain interest in sports, offering options for both fun, social teams and competitive elite teams to cater to diverse needs and interests.

2. Create
Create female-friendly environments that prioritise safety and comfort, including all-girl change rooms, access to menstrual products, and additional support from female staff who understand the unique needs of girls.

3. Promote
Promote female athletes in organised sports through school visits and media coverage, ensuring equal representation alongside male athletes to provide role models for girls.

4. Address
Address the influence of sports clothing on participation by offering options that cater to all body shapes and sizes, including period-conscious clothing that addresses concerns about leakage.

5. Increase
Increase community and school support for women’s events and clubs, encouraging local businesses to promote and fund initiatives that recruit players and volunteers.

6. Enhance
Enhance education on the broad benefits of sports, emphasising physical and mental well-being instead of focusing solely on performance, weight loss, or competition.

7. Foster
Foster skill development from a young age and establish clear professional pathways for females in sport. By emphasising skill-building and providing clear pathways, girls are more likely to be motivated and inspired to engage in and pursue organised sports.

8. Provide
Provide and promote incentives such as awards, scholarships, free trials, and bring-a-friend days to motivate and engage participants, encouraging both former and current players to stay involved.

Trends and challenges
Identifying key trends and challenges, the YouGov Sport study shows that with organised sport participation witnessing an overall decline, with only 43% of Australians currently engaging in such activities, this drop is particularly pronounced among females, who are 36% less likely to participate in organised sport compared to males.

It also notes that the dropout rate for females stands at a significant 76%, highlighting the need to address barriers preventing sustained participation.

Closing the gap: Strategies for retaining girls in organised sports reveals that enjoyment and fun, health and fitness benefits, and improved mental health are the primary motivators for participating in organised sport. However, females are significantly less likely to engage in sport for competitive challenges compared to their male counterparts.

Understanding these motivations and disparities is crucial for designing effective strategies to retain female participants.

Unprompted reasons for dropping out include age (28%) and lack of time/other commitments (25%). Females are more likely to discontinue sport due to lack of time, participation in other types of exercise, and health concerns compared to males. Lack of time emerges as the most significant factor contributing to sport discontinuation, highlighting the need for interventions that accommodate busy schedules.

Teammates and coaches are identified as primary sources of support in sport participation, with teammates leading at 75%. However, females report lower support levels across all categories, particularly from friends (-10%) and teachers (-6%). Improving support structures, especially from educators, can contribute to retaining female participants.

The study sheds light on the impact of menstruation on sport activity, with almost three in four females avoiding being active during their period. Fear of leakage, pain or discomfort, and tiredness are the leading barriers to exercise during menstruation. Addressing these concerns through female-friendly environments, including all-girl change rooms and access to menstrual products, is crucial for fostering inclusivity.

The strategies proposed by respondents to encourage girls and women to continue participating in organised sport include increased availability and opportunities to play (11%), reduced costs (8%), and providing incentives (8%). These suggestions highlight the importance of addressing practical and financial barriers to enhance accessibility.

The study concludes with its eight recommendations, noting efforts to close the gender gap in organised sport participation require a multifaceted approach.

By understanding the motivations, challenges, and support structures influencing female participation, sport clubs and organisations can tailor initiatives to create inclusive and welcoming environments.

The proposed recommendations offer a roadmap for addressing the identified issues and retaining girls in organised sport, contributing to a more equitable and vibrant sport landscape.

The issue
During high school, many girls actively participate in sport, but a significant portion discontinue their involvement in organised sport as they transition into adulthood.

• In the study, organised sport refer to structured, rule-based physical activities and competitions that involve teams or individuals, distinct from general exercise or physical activity.

• Males also encounter challenges in sport participation post high school, although female participation levels are considerably lower.

• A recent study by the Australian Sports Commission revealed that 57% of girls aged 13-17 are disengaged from sport, compared to 39% of boys in Australia.

• Research from Visa and digital youth engagement platform Year13 (released in May 2023) highlights factors such as a lack of role models, body confidence issues, and conflicts with study time as reasons for the tendency of girls to drop out of organised sport.

Image credit: YouGov Sport.