In the second programme of our series on women, sport and business, we’re looking at the media.

With women’s sport accounting for only around 5% of total sports coverage globally, we find out how some clubs and organisations are moving away from traditional media, and looking at digital and streaming to reach fans instead.

Reporter Sam Fenwick visits Burnley FC Women in the north of England. In 2021 they signed a ground breaking deal with TikTok to show every home game. And we hear from TikTok themselves – Rich Waterworth, General Manager for the UK and Europe explains what’s in it for them.

Sue Anstiss is the author of Game On: The unstoppable rise of women’s sport. She tells us fans of all sports are consuming content differently now, and if women’s sport gets it right, there could be a big opportunity in the digital market.

And Haley Rosen, founder and CEO of digital media company Just Women’s Sports explains her frustration at trying to set up a business in a growing marketplace which is lacking in investment and infrastructure.

Presenter: Sam Fenwick Producer: Helen Thomas (Image: Burnley FC Women in December 2021. Credit: George Wood/Getty Images)