Finnish women's sports did not receive the attention it deserved in the 1970s and 1980s. Despite achieving success, the media visibility was lower than that of men. The reasons for this were rooted in history. Women were expected to maintain aesthetic appearances, and the same sports were not allowed for women. However, change was on the horizon. International shifts in attitudes and increased gender equality began to yield results. It wasn't until the turn of the millennium that the same sports for men and women in international competitions became a reality.