The cost of being a female athlete
The inequality in sportswear costs, sponsorship gaps and gender-based pricing in sports.
It’s expensive to be a woman. The pink tax targets many products tailored for women, whether it be lotion, soap, toothbrushes or razors. Often, the products sold for women are priced much higher than those for men, despite little to no difference in functionality. Extending beyond personal care items, this issue is seen even in the world of sports. Women’s athletic gears are sold at a much higher cost than those of men’s, but why?
One big reason is marketing. Many athletic and sportswear companies advertise differently for men and women. For men, this gear is advertised for its durability and assistance in performance, however for women the gear is advertised focusing on how it’ll make them look. Being presented more as a fashion statement with tailored cuts, trendy colors, and a flattering fit, the cost of producing these products thus increases the cost of buying.
Another reason is that some women’s products are more complex to make and have greater production costs, and are subject to sizing costs only found within the women’s market. Sports bras are an example of this. The materials used to produce different sizes of sports bras contribute to higher prices. One cost analysis compared women’s products that vary in size, including sports bras. It was found that smaller sizes of a product were sold for a lower price than larger sizes of the same product. While size ranges in both men and women’s clothing, the materials used and items targeted for women also cause an increased price in activewear.
Moving past production costs, women’s sports are extremely underfunded compared to men’s sports, making it more difficult for female athletes to win sponsorships. Male athletes are seen as more marketable due to their popularity, hence why they receive more sponsorships compared to female athletes. With less sponsorships, many female athletes spend out of pocket when it comes to buying athletic gear.
Sometimes, the cost of being an athlete outweighs the salaries earned by these women. A survey addresses this issue where female athletes were asked about their annual salaries and costs. Nearly six in ten female athletes stated that they earned $25,000 or less per year but some would spend up to $50,000 on sports equipment. Many of them have jobs outside of their sports as managing living costs while working solely as an athlete just isn’t feasible. To add on, male athletes earn on average 21 times more annually than female athletes.
Looking at all these factors, there is no doubt that being a woman in sports is costly. Seeing how gender inequality affects women in various aspects of life from day-to-day hygiene products to sportswear and even being a female athlete emphasizes the need for more equity. These factors heavily influence a woman’s choice to pursue sports, and so these issues not only make female athletes feel like an afterthought in the industry, but can also discourage women from becoming an athlete altogether.
Marketing tactics also push gender stereotypes as aesthetics and appearance are more emphasized when marketing to women than functionality and durability. This enforces the narrative that regardless of what a woman does, appearance is what matters above all. These advertisements not only subconsciously influence how women are seen by others, but by themselves as well. By excessive focus on appearance, issues with self-image and self-objectification arise.
Being a female athlete should not be so expensive, especially in a field like sports where skill, talent, and determination are heavily admired. Women also deserve to pursue a career in sports without having to shoulder disproportionate costs.
