The lack of financial incentive to provide media coverage of women’s sporting event is not a reason to not go ahead with this motion. There is often no financial incentive to provide basic welfare needs or provide funding for the development of pharmaceuticals, but the government still pursues such endeavours. In such cases, extra financial incentives can be provided to private companies from the part of the government, or the government itself may be in charge of the scheme. In the case of sports media, state run media do not require a financial incentive to provide equal coverage, while private media companies could either be provided with benefits for covering women’s sport and/or disincentivised from not providing equal coverage by having sufficiently heavy fines in place.