Men's sport received 61.1 per cent of the value of all sponsorship deals in the United Kingdom. Sponsorship of women's sport amounted to only 0.5 per cent of the total market, whilst mixed sports accounted for 38.4 per cent.
Also it may be worth considering that ,the men’s game is more contested at the top. 52% of men’s games went into at least the 4th set at Wimbledon, whilst only 24% of women’s matches made it to the 3rd set. This suggests a greater, and thus more exciting, contest, which feeds into popularity. But it also points to the fact that men at the height of their game have to perform and train harder, and for longer than the women do, enduring more pain, risking more injuries, and delivering higher levels of performance.
The market decides the ratio of reward – and there isn’t a fairer method of deciding than that. The male game is more popular. It’s more powerful and many find it more exciting. If that were different, the pay scale would be too. Rewards come from consumers: if women’s tennis or weightlifting or cycling were more popular than men’s, they’d be paid more than men. For the same reasons, heavyweight (male) boxers get much greater rewards than boxers in lighter weight categories.