Women’s Sport Trust (WST) has today published Shaping the Future, a new report revealing how Scotland and Wales can harness record-breaking momentum in women’s sport to drive long-term growth.
Launched at the Scottish and Welsh Government’s Women’s Sport Symposium on 22 August, the report provides the first in-depth look at visibility in each nation, highlighting remarkable progress, and the opportunities to build on it.
While some 2025 broadcast audiences have dipped compared to previous years, women’s sport in Scotland and Wales is achieving strong audience shares for home nations’ matches and unprecedented growth in digital engagement – particularly on TikTok and Instagram. Major tournaments such as the UEFA Women’s EURO and the Women’s Six Nations have acted as powerful catalysts, while the 2026 Commonwealth Games in Glasgow is identified as the next major opportunity to propel women’s sport further into the mainstream.
A landmark year for women’s sport in Scotland and Wales:
- Women’s Six Nations – Scotland’s coverage drew 3.4m live TV viewing hours (31% of the tournament total), while Wales generated 4.1m hours (37%), with their match against England the most watched of the tournament.
- UEFA Women’s EURO – Wales’ matches averaged 1.8m live TV viewers – 35 times higher than their UEFA Women’s Nations League fixture audience.
- AIG Women’s Open – Received strong broadcast visibility on both Sky & BBC after Royal Porthcawl hosted the largest women’s sporting event ever in Wales, with over 47,000 fans attending.
Digital Innovation and Athlete Voices Transforming Women’s Sport
In line with WST’s earlier research on visibility, the report also finds athletes are increasingly becoming cultural figures, reaching audiences through personal content, creative collaborations and mainstream media appearances. Combined with evolving broadcast models, digital-first strategies and cross-sector partnerships, these trends are building a more dynamic and resilient ecosystem for women’s sport in both nations.
- The Football Association of Wales TikTok account received 6.8m views in July this year during UEFA Women’s EURO, the highest monthly views since the account launched.
- The Scottish National Football Team have posted an equal amount of content for men’s and women’s teams on their Instagram and TikTok so far this year, helping to drive visibility of the women’s team to a mass audience.
- The squads for Scotland and Wales at the 2025 Women’s Six Nations were significantly more active on their personal TikTok accounts than their Men’s Six Nations counterparts, pushing on and off-pitch content to their fans and followers.
Unlocking the next wave of growth
“The Glasgow 2026 Commonwealth Games will be the biggest stage for Scottish and Welsh athletes in the next 12 months, and the perfect opportunity to turn today’s visibility into lasting value,” said Tammy Parlour, CEO of the Women’s Sport Trust. “This research shows fans are already connecting in record numbers – in stadiums, on TV, and online. If we harness that energy now with smart investment, creative storytelling, and strong partnerships, we can create a legacy that lasts for decades.”
The Shaping the Future report identifies four key opportunities to turn momentum into sustained growth:
- Leverage major events like the Glasgow 2026 Commonwealth Games as catalysts for long-term fandom.
- Prioritise digital-first content, especially athlete-led and behind-the-scenes storytelling.
- Equip athletes as ambassadors with training, media support, and brand partnerships.
- Expand partnerships into culture and entertainment to bring new audiences into the fold.
A collaborative moment
Supported by the Scottish and Welsh Governments, the research is designed to empower governing bodies, media, sponsors, and community leaders to take coordinated action.
Scottish Government Sport Minister Maree Todd said:
“I am pleased to welcome this new research from the Women’s Sport Trust which looks at the visibility of Scottish and Welsh women’s sport.
“Along with the Welsh Government, we have supported this work to enable our governing bodies and the wider sporting sector to take coordinated and evidenced-based action to continue to grow women’s sport.
“I look forward to building on this record-breaking momentum as we head into Glasgow 2026.”
Welsh Government Minister for Sport, Jack Sargeant, added:
“This report demonstrates the incredible momentum building behind women’s sport in Wales, with our national teams capturing the hearts and minds of audiences like never before. The fact that Wales generated 4.1 million viewing hours during the Women’s Six Nations shows just how passionate our nation is about supporting our female athletes.
“The upcoming Glasgow 2026 Commonwealth Games presents a golden opportunity to build on this success and inspire the next generation of Welsh sporting talent. We’re committed to working with partners across the sporting ecosystem to ensure this momentum translates into lasting change and create a legacy that will benefit Welsh women’s sport for decades to come.”