In the study " Spanish Women’s Sports Icons Barometer," we discovered more than just the ranking of our most admired female athletes or the brands that stand out for their connection with women’s sports. We also wanted to highlight some of the key challenges and demands within the women’s sports field. Among the most notable were:
- The need to address the dropout of young athletes (aged 14-16)
- Being consistent in the visibility given to women’s sports in media coverage and broadcasts.
- Continuing to reinforce the role of brands in promoting women’s sports.
- And, perhaps most significantly, the urgent demand for greater female representation in leadership and decision-making positions within federations, teams, and sports committees, areas where there is still a noticeable lack of women in charge.
That last point came to mind following recent international sports news: the appointment of Kirsty Coventry as President of the International Olympic Committee (IOC). For the first time, a woman will lead the most influential organization in global sports, breaking with more than a century of male leadership at the IOC.
In this regard, the study draws very clear conclusions: although women's sport is gaining visibility and reshaping social perceptions, one major issue remains unresolved: the urgent need for more women in decision-making roles across the sporting world. This demand applies both to women who aspire to build a professional career in decisión-making roles, and to former athletes who once stood out for their records, titles, and achievements, and who in the future could take on leadership positions by leveraging their experience. Helping to ensure a career transition that, in many cases today, remains quite challenging.
Kirsty Coventry's career embodies exactly the kind of transition our study points to as essential. From the Olympic swimming pools (winning seven medals, including two golds) to serving as Zimbabwe’s Minister of Sport, and now reaching the highest office in the Olympic movement. Coventry represents a bridge between athletic excellence and executive leadership.
Just as our idols inspire fans not only through their sporting achievements, but also through their values and the way they communicate, women who lead sports organizations also have the power to inspire entire communities, establishing themselves as role models for younger generations. Today, young girls look up to athletes like Carolina Marín, Mireia Belmonte or Ana Peleteiro (the Top 3 in the ranking of female sports icons). The appointment of Kirsty Coventry is another step toward a future where young athletes can also aspire to lead clubs, federations, leagues, or even the IOC itself.
Despite the undeniable symbolism of this appointment both in the world of sport and in society, there is still a long way to go. Having a woman lead the IOC should not be the exception that proves the rule, but rather the first step toward a long-awaited normalization. Coventry’s appointment marks a turning point, at a time when society is actively demanding it. We saw this reflected in the 2023 study: "The Fan Phenomenon in Women's Sport", where 77% of Spaniards believed that for women's sports to keep progressing, there must be more women in leadership positions (presidents, coaches, etc.).
National federations, clubs and sports institutions now have a clear example to follow. The IOC has taken a step our study identified as crucial: transforming women’s sporting experience into a driver of leadership and governance, a reality now realized at the very top of the Olympic movement.
Perhaps the real question isn’t whether we’re ready for women to lead in sports, but why it has taken us so long to get here.
If you would like to learn more about our study " Barómetro de Ídolas del Deporte Español", you can download the executive summary here: Download
Alberto Plazas
Account Director
