"It is a self-perpetuating, "chicken and egg" cycle, equity advocators argue - audiences will not get excited about women's sport as it gets minimal exposure in the media, and the media would justify the lack of coverage by saying that female athletics do not generate enough audience engagement. "That is not a fair argument, you have to invest first at many levels, including marketing and promotion, to get the general public more involved, and then the return of the investment will be better," says Frey."
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