Welcome to the third edition of the Women’s Sport Spotlight — and our first of 2026!
We hope you enjoyed a restorative Christmas and New Year break. As the sporting world gears up for another exciting year, women’s sport continues to set new standards, inspire fresh narratives, and build unstoppable momentum.
Let’s dive into this edition’s highlights.
Women's sport governing bodies and leagues call for tax relief
Women’s sport governing bodies and major UK leagues continue to call for targeted tax relief designed to accelerate the growth of the sector. Although the Autumn Budget did not include any such measures, organisations argue that reliefs could still be introduced in future fiscal cycles, particularly as the economic case for investment in women’s sport strengthens.
Advocates say tax incentives could transform commercial viability across sponsorship, media partnerships, venue development and athlete pathways. Proposals under discussion include business rates relief for women’s sport venues, VAT or duty reductions on ticketing and participation, and investment‑focused reliefs to attract private capital into clubs, leagues and grassroots infrastructure. Supporters argue that such measures could increase the value of sponsorship inventory, bring clubs closer to break‑even, and encourage co‑investment between rights holders and brands.
Lowering costs for fans through targeted relief on ticketing could boost attendance and hospitality revenue, while predictable fiscal support would enable longer media‑rights cycles and higher‑quality broadcast production – key drivers of audience growth and sponsor return on investment. Employers also point to the potential of reliefs that support high‑performance programmes, dual‑career pathways and broader ESG goals.
Despite growing momentum and backing from bodies including the WSL and Premier Women’s Rugby, no women’s sport‑specific reliefs have been adopted in 2026 to date. The sector remains in a holding pattern, with lobbying efforts ongoing and expectations rising for future policy movement.
Germany to Host UEFA Women’s EURO 2029
Germany has secured hosting rights for the UEFA Women’s EURO 2029 following an overwhelming vote by the UEFA Executive Committee on 3 December 2025. The German bid triumphed over competing proposals from Poland and a joint bid by Denmark and Sweden, earning 15 votes compared to two for the Scandinavian bid and none for Poland.
The tournament will feature 16 national teams competing across eight major venues. Seven of these stadiums offer capacities exceeding 40,000 spectators, positioning Germany to deliver record attendance figures and an expected turnout of more than one million fans.
This will mark Germany’s third time hosting the competition, having previously staged the event in 1989 and 2001, winning on both occasions. The selection also reflects Germany’s long-standing legacy in the women’s game, as eight‑time European champions and a nation that continues to invest significantly in women’s football infrastructure and fan engagement.
WNBA Pushes Player Pay to New Heights with $1M Max Salary Proposal
The WNBA has proposed a new compensation structure that would raise the maximum base salary to $1 million beginning in 2026, with revenue‑sharing projections pushing total earnings for top players above $1.2 million. Average salaries are projected to exceed $500,000, minimum salaries over $225,000, and the salary cap would rise to $5 million, with future increases tied to league revenue growth.
However, new reporting reveals that negotiations remain deeply strained with the 9 January CBA deadline passing. According to ESPN, the two sides are still far apart on revenue sharing, the central point of contention. Players seek a system based on gross revenue, while the league favours a model based on net revenue after expenses. The WNBPA has proposed receiving roughly 30% of gross revenue, but the league claims this model would generate $700 million in losses – a figure the union disputes as “absolutely false,” citing the league’s exclusion of expansion fees from calculations.
Players have already authorised the union to strike “when necessary,” and if no deal or extension is reached, the league could enter a “status quo” period that keeps operations running but opens the door to a possible work stoppage. The two sides remain divided not only on revenue definitions but also on how to account for expenses, the structure of revenue‑sharing triggers, and long‑term financial sustainability.
Despite major salary gains in the latest proposal, a final agreement remains uncertain, leaving the future of the 2026 season and broader league operations dependent on the outcome of the ongoing negotiations.
New Design Standards for Elite Women’s Stadiums
WSL Football has released the first-ever stadium design guidelines created specifically for elite women’s football, addressing long‑standing gaps in facilities built with the men’s game in mind. The framework sets out practical standards for clubs and architects, prioritising inclusivity, player welfare and modern fan experience.
Key recommendations include rebalanced toilet ratios and the addition of gender‑neutral options, along with family‑focused spaces such as breastfeeding rooms and baby‑changing areas. Player facilities are redesigned around appropriate squad sizes, with dedicated areas for male and female staff. Accessibility features (sensory rooms, inclusive seating, and improved support for disabled fans) sit at the heart of the document.
Safety and comfort are emphasised through guidance on well‑lit routes, clear signage, alcohol‑free zones and seating that better reflects supporter needs. Sustainability is embedded throughout, encouraging climate‑resilient design, responsible site selection and future‑proofed infrastructure. With broadcasting now central to the women’s game, the guidelines also call for reliable connectivity and media‑ready spaces.
Developed through extensive consultation with players, supporters, medics, broadcasters and architects, the guidelines aim to serve both as a corrective to historical shortcomings and a forward‑looking blueprint for purpose‑built women’s venues. They form part of a wider 10‑year WSL stadium strategy already influencing real decisions: Everton Women have moved into Goodison Park, and Brighton & Hove Albion are progressing plans for a dedicated women’s stadium by 2027–28.
London Mavericks Launch Inclusive Choice Kit Range
London Mavericks have become the first professional netball club to introduce a full Choice Kit Range, giving players across all age groups the option to wear shorts, skorts, leggings, longer vests or the traditional dress. The initiative aims to reduce barriers to participation and reflects research showing that many teenage girls leave sport due to discomfort with compulsory uniforms.
Developed over more than a year with input from players and partners StoneX, Nike and KitQueen, the new range will be worn across the Mavericks pathway and senior squad, debuting in late 2025 and carrying into the 2026 Netball Super League season. The project forms part of Olympian Tess Howard’s Inclusive Sportswear Charter, now adopted by England Netball and the NSL, signalling a broader cultural shift toward more inclusive kit standards.
Club leaders and senior players (including co-owner Olivia Hall, director of netball Tamsin Greenway, captain Ellie Rattu and England defender Razia Quashie) have all highlighted how kit choice improves confidence, comfort and performance. The club is encouraging schools and community clubs to follow suit through the Inclusive Sportswear Community Platform.
Since announcing the new range, the Mavericks have seen significant momentum: over 8,000 tickets sold ahead of the 2026 season, more than 105% year‑on‑year growth, and a sold‑out Brighton Centre fixture months in advance. The kit launch is already reshaping fan engagement and driving a wider shift in expectations across the sport.
