Women on TV ‘remains a novelty’

Mims Davies, the new sports minister, will today call on major broadcasters to increase their coverage of women’s sport and ensure that it is no longer treated as a “novelty”.

In her first major speech since replacing Tracey Crouch, Davies will also outline her wider priorities and a belief that physical activity should be treated with as much importance in schools as reading and writing.

“We’ve seen the popularity of women’s sport on TV grow since London 2012 – England’s victory in the 2017 Women’s Cricket World Cup final was seen by over a million people, more than who usually tune in for a Premier League match,” she will say.

Call: Mims Davies will urge sport and media to ‘do better’

“I recognise the progress that has been made. But women’s sport on television remains too much of a novelty. We are still surprised – or grateful even – to see it appear on terrestrial channels and this needs to change.

“Equality means visibility. I urge sports bodies, broadcasters and the wider media to do better. It’s about time women’s sport was shown without a second thought.”

Davies is already advocating greater cooperation in maximising facilities and a fresh look at the opportunities for children after school.

“It is time to put sport and physical activity on a par with reading and writing,” she will say. “As a minimum, schools must ensure children are physically literate. They need to learn how to run, jump, throw, catch, to build a sporting habit for life.”