Historically, sport has been the domain of males and is often perceived as a site for reinforcing traditional ideas about masculinity (Muir et al., 2020). Sporting images and language often glorify heroic manhood with women confined mainly to the roles of "spectator, supporter, and admirer" (Osborne & Coombs, 2013, p.673). When sports celebrate masculinity, gender ideology defines women as invaders (Coakley et al., 2011) and men's sport continues to be seen as the 'standard' to judge sport in terms of status. As a result, women's versions of sports are often gender marked as the 'other' version. For instance, and pertinently for this chapter, the men's professional Twenty20 (T20) cricket competition in Australia is referred to as the BBL (Big Bash League) while the women's version is known as the WBBL (Women's Big Bash League).Against this cultural backdrop, women's sport in Australia has undergone rapid expansion recently. In 2016 the Australian women's rugby union team won gold at the Olympics in Rio, whilst in 2017, the Australian association football team (the 'Matildas') won the Tournament of Nations, and the first national Australian rules football league for women (the AFLW) was launched. A new national women's rugby league competition (the NRLW) followed in 2018. These new opportunities for professional women athletes to play sports for financial reimbursement were in addition to the already established professional women's netball and association football leagues. The rise in women's professional competitions has proved attractive to sports fans in Australia and is creating lucrative markets for various sporting codes. This can be illustrated by large sell-out crowds for the Matildas, and the attendance figures at the 2019 grand final of the AFLW, where a crowd of over 53,000 was recorded (Gaskin, 2019). However, while we refer to these leagues as 'professional', in that the players are rewarded for their performances, many of the conditions that they operate within are far removed from those of professional men's sport. Players are frequently poorly remunerated via short-term contracts and are provided with inferior playing conditions. Until recently it has been challenging for women to make a professional full-time career from these sports.In 2015, a women's professional T20 cricket competition was introduced. Despite being governed by Cricket Australia, the WBBL initially had low public awareness and limited commercial appeal,