Despite the fact that sports have traditionally been associated with men and their interests, they can play a crucial role in challenging gender norms and providing role models for girls and women. However, in order to make sports more inclusive, a number of challenges must be overcome. These include insufficient financial support, a tendency of sports organisations to favour so-called ‘men’s sport’ and policy decisions that limit the availability of funding for women’s teams. Moreover, it is important to address stereotypes about female athletes and to promote the participation of women in media coverage.

In this context, the 2024 Paris Olympic Games are a good example of how gender equality can be pushed to the forefront. The fact that the games will be held in a completely equal way, with as many women as men competing, shows that the Parisian authorities are making efforts to change the status quo and encourage gender equity in sport. However, women’s presence in top governing bodies remains low and needs to be improved.

Using data from the Special Eurobarometer 525 (2022), this article examines large regional and socio-political differences in attitudes towards gender equality in sports (ATGEQS). It finds that higher ATGEQS scores are associated with more supportive welfare policies, greater social tolerance for progressive gender issues, and higher levels of female representation in leadership positions. Countries such as Austria, the Czech Republic and Romania have much lower ATGEQS scores, which are likely explained by strong traditional gender roles, high religiosity and older socio-political structures that impede the adoption of rapid social reforms.