Karren Brady stands at London Stadium
Credit: Imago
Cameron Smith
Sat 28 March 2026 9:40, UK
Karren Brady has admitted she is “astonished, angered and alarmed” by the level of sexism still present in football, with the West Ham United chief hitting out in her latest newspaper column.
The Hammers vice-chair has reacted to findings from anti-discrimination charity Kick It Out, which recorded a sharp rise in sexist incidents across the current campaign.
A total of 131 reports were made between the start of the 2025-26 season and the end of February – a figure more than double than the corresponding period last year.
Despite the continued growth of the women’s game and increased visibility across football, the finding highlights the ongoing concerns regarding the experience of female fans.
Irons chief Brady has reacted, calling for stronger action to tackle the issue across the game.
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Karren Brady reacts to horrid sexism findings in football
Writing in The Sun, Brady outlined the significant impact that the results have had on her.
“As you may have guessed now, I’m a woman. But I am also a woman in a game dominated and largely run by men, where I have spent more than three decades. Which is why a survey that came out this week left me astonished, angered and alarmed,” she said.
Period Reported incidents
2025-26 131
2024-26 <65 (implied)
Kick It Out reported incidents 2025-26
“I am sure some would argue that 131 reports from hundreds of thousands of fans at games is a dot on the landscape. A mere blip,” she added.
“But I am not so sure. For starters, one complaint is one too many. And also, some of the findings were truly starting.
“I am not by nature the world’s biggest bra burner, but please, give women a break.”
🤔 Heading to a game this weekend?
‼️ If you experience or witness discrimination at a football match or online, you can report it to Kick It Out.
📲 You can report it via our website, app or through social media.
✉️ Alternatively, reach out to us by emailing… pic.twitter.com/YRfjt8b06c
— Kick It Out (@kickitout) March 13, 2026
View Tweet
Looking at the figures, Brady added: “Neanderthals who target women at football grounds up and down the land need to get a life. Plus they must be punished if there is evidence of wrong-doing.
“Why can’t they watch a men’s game without some knuckle-scraping idiot hurling abuse at them?”
Importantly, Brady looked closer to home, saying: “We at West Ham take a very, very dim view of anything that reeks of sexism.”
Pressure grows for football to act on rising sexism concerns
Kick It Out do some fantastic work in the game, with the organisation committed to analysing all forms of discrimination within the game.
Yet, issues still continue to arise, with the rise of the sexist incident figures all the more baffling when the rise of the women’s game is considered – alongside the continuing racial discrimination targeted at players across the world.
We stand in solidarity with Ibrahima Konate and all players who are targeted with racist abuse. Reports of online abuse sent to Kick It Out continue to rise.
Social media companies have the power to offer more protection to players, to be more proactive, but choose not to. That… https://t.co/MWdsNzYZkH
— Kick It Out (@kickitout) March 20, 2026
View Tweet
Brady has a point. No matter the work of Kick It Out to raise awareness of these issues, adequate punishments simply have to be put in place by clubs and governing bodies.
For young girls across the country falling in love with the game due to the magnificent achievements of Sarina Wiegman’s England in recent years, it is simply unacceptable not to feel welcomed supporting their clubs.
Something has to change.
To report discrimination at a football match or online, you can do so via Kick It Out’s website, app or social media channels.