Bit unfair that Portly.
Ufc have female fighters constantly at big events, almost every boxing night, ppv or otherwise, a female fighter.
Sky show female sports on a regular basis as well.
There's a huge media push for it, presumably led by all parties because it's cheaper to show female sports & stations or broadcasters could become known for that sport.
It's understandable that the BBC would be pushing it hard as they have fuck all to spend on sports & waste a lot of their tiny budget on a fucking boat race between toffs schools that no one gives a fuck about, so they can broadcast female sports for next to nothing & tick all their quotas & percentages for sports on the network.