Breaking barriers for women in sports tech

At TeamViewer, we believe in a world where everyone has an equal chance to contribute, lead, and help shape our future.

But in many industries, women still don’t have the same opportunities as men.

Sports technology is one such example. Sitting at the intersection of two traditionally male-dominated fields, it remains a space where women are underrepresented and often overlooked.

Change is needed, and it takes awareness and action to make it happen. That’s why we teamed up with Loughborough University to take a closer look at the experiences of women working in sports tech.

Together, we created a research report that highlights women’s stories, explores the challenges they face, and identifies how the industry, and others like it, can improve.

This article gives you the background behind the research and a glimpse into what we found.

In this article:

• Report background
• About the report
• Summary

Report background

Equality matters to everyone

Right now, women make up only about 27% of the tech workforce. They also disproportionately miss out on jobs and face both pay and promotion gaps.

But this underrepresentation isn't just a fairness issue, it can also have a significant negative impact on business performance.

Research by MicKinsey shows that companies with gender-diverse leadership teams are 25% more likely to outperform their peers. And the better the balance, the better the results. Companies with more than 30% women in leadership were the most successful of all.

Diverse teams also tend to be more innovative. Research from the NeuroLeadership Institute found that diversity helps teams see the world in new ways, leading to smarter decisions and better products.

According to CMSWire, diversity also helps businesses connect better with their customers. Every customer is different, so teams that include different kinds of people are more equipped to understand their needs, build trust, and create strong relationships.

And to top it off, diverse organizations also attract top talent. PWC found that 61% of women and 49% of men look at the gender diversity of the employer’s leadership team when deciding where to work. People want to work for companies where everyone feels seen, heard, and valued.

In short, prioritizing gender equality isn’t just the right thing to do, it helps businesses innovate, build stronger customer relationships, and attract the best people.

Our commitment to change

At TeamViewer, we don’t just talk about equality, we act on it.

Our CARE program, which stands for Climate neutrality, Access to technology, Reduced emissions, and Equality, is the centrepiece of our corporate responsibility.

Under the "Equality" pillar of the program, we work to build a more inclusive workplace, with a zero-tolerance policy for discrimination and a goal to increase the number of women in management.

In 2023, we also launched She Sport Tech, an initiative that focuses on inspiring and supporting women to pursue careers in sports technology. In collaboration with our sports partners, Manchester United and the Mercedes-AMG PETRONAS F1 Team, She Sport Tech offers training opportunities and connects participants with women already making an impact in the industry.

Our research report is another step toward empowering women and pushing for better representation in sports tech.

About the report

To understand the barriers women face in sports tech, as well as the opportunities for change, we partnered with Loughborough University.

The goal wasn’t just to collect data; it was to hear real stories from women working in the industry.

The report includes a mix of surveys and in-depth interviews with 155 women. Their voices gave us a clear and honest picture of what’s working, what needs to change, and how organizations can do better.

What women told us

Many women we spoke to reflected on the difficulties they face in navigating male spaces. Several described feeling isolated and overlooked or struggling to be heard:

Others talked about the importance of visible female leaders. Role models, they said, help show younger women that they belong in sports tech, and that career paths for women do exist:

Some pointed to the double standards they’ve faced. Traits like confidence or directness, praised in men, were often labelled “bossy” or “annoying” when shown by women.

Also highlighted was the importance of inclusive workplace cultures. Flexibility, empathy, and a commitment to equality can make a world of difference, especially given that women overwhelmingly shoulder unpaid caregiving responsibilities: