Sports stars ace community empowerment for women: Deakin expert

Kim Toffoletti, an Associate Professor of Sociology at Deakin's School of Humanities and Social Sciences, said recent responses by both the Australian and global stars, where both women had been under the microscope for their appearance above performance, had laid bare and challenged the sexist stereotypes which continued to exist on the sporting field and beyond.

Serena Williams, a 23-time grand slam champion, turned up to the French Open wearing a black-and-white striped tennis outfit carrying the words "Mother, Champion, Queen, Goddess", sparking strong discussion once again about her choice of attire.

"Williams' choice of labelling her clothing with such strong messages demonstrates she is absolutely aware of the attention her clothing gets - often negative - and that she has decided to embrace the publicity to send a strong message of what a strong sporting star she is," Associate Professor Toffoletti said.

And two months ago AFLW star Tayla Harris was mercilessly attacked on social media over a photo of her in full flight kicking a goal. Harris stood up to the trolls, said she felt sexually abused by the comments and that the trolls needed to be held accountable. She asked for the photo - which was removed by Channel Seven - to be re-posted.

Associate Professor Toffoletti said women and girls have always played sport - but the continued attention women received for their appearance and clothing choices showed it was still not on an even playing field when it comes to media coverage, recognition, equality and respect.

"Women in sport are now demanding to be recognised for their athletic skill and not by their gender or what they wear," Associate Professor Toffoletti said.

"Serena Williams and Tayla Harris are using their positions in challenging sexist stereotypes and sending strong statements of female empowerment that discrimination shouldn't be and won't be tolerated by women, and not just women in sport."

Their actions come in the wake of decades of advocacy by trailblazing women athletes like Billie-Jean King who have long fought for equal respect and equal pay.

"The next step is to think about how the actions of these elite sportswomen can be translated into greater recognition and resources for all women in sport," she said.

"Sport organisations, governments and the media play a critical role in ensuring fair and equal coverage of women's sport, and adequate remuneration and development pathways."