Is Sport Built For Men — And Limiting Women?

Australia prides itself on being a sporting nation. But in a market of just 26 million people, a small number of dominant men’s competitions continue to consume most of the attention, airtime and commercial investment. In this episode of Moneyball: The Business of Sport, host Scott Keenan sits down with Dr Bridie O’Donnell — broadcaster, former elite cyclist and advocate for women’s sport and gender equality — to unpack one of the biggest structural questions in Australian sport. From AFL and NRL dominance, to broadcast rights, sponsorship economics and media gatekeeping, this conversation explores how Australia’s sports ecosystem has been built around men’s competitions — and why women’s sport is still fighting for visibility inside a crowded and commercially constrained market. Dr O’Donnell argues this isn’t simply about popularity — it’s about systems. Systems that have historically been built around men’s sport, reinforced by legacy media, and sustained through a feedback loop of coverage, revenue and visibility that continues to shape which sports grow, and which struggle to scale. Together, they explore: Why AFL and NRL dominate the national sports conversation The economics of women’s sport in a 26 million-person market Whether Australia’s sports ecosystem is becoming oversaturated Why participation rates don’t translate into media attention AFLW, NRLW, football, netball and women’s cycling The role of broadcasters and legacy media The rise of podcasts and digital sports creators Why visibility shapes opportunity and pathways for young women The long-term commercial challenge of building sustainable women’s leagues Why women’s sport is still often treated as an “add-on” The impact of the Matildas and the FIFA Women’s World Cup Whether independent media is genuinely changing sports coverage — or replicating existing patterns The conversation also turns inward — questioning whether newer media voices, including independent creators and sports podcasters, are truly shifting the system or unintentionally reinforcing it. This is a wide-ranging discussion about sport, media, power, culture, investment and the future of Australian sport. About Moneyball: The Business of Sport Moneyball explores the business, economics, politics and strategy behind modern sport — from elite performance and broadcast deals to fan culture and the commercial forces shaping the games we watch. Hosted by Scott Keenan, the show is for sports fans and industry insiders who want to understand how the game really works beneath the scoreboard. Contact 📧 [email protected] Subscribe for more episodes breaking down the business of sport. Because if you want to know what's really going on in sport, you've gotta follow the money.