Kick-ass, captivating, values-driven
women in sports
Let’s make
it count
Interest in female sports is growing
FIFA announced that a combined 1.12 billion viewers tuned into official broadcast coverage of the 2019 Women’s World Cup held in France. The final match between the United States and the Netherlands drew an average live audience of 82.18 million and reached a total of 263.62 million unique viewers.
While some marketing campaigns have understood the power of female sports…
JUST 0.4% OF TOTAL SPONSORSHIP SPEND GOES TO FEMALE SPORTS
Between 2011-2013, companies around the world spent $106.8bn on sports sponsorship. Just $427.2m of that was spent on women’s sport.
As interest in female sports in growing…
so is the interest from negative forces who seek to profit at the expense of
kick-ass, captivating and values-driven sport.
Doping
Doping
Doping
In competitive sports, doping is the use of banned athletic performance-enhancing drugs by athletic competitors.
Match-fixing
Fixing
Fixing
In organised sports, match fixing occurs as a match is played to a completely or partially pre-determined result, violating the rules of the game and often the law.
Violence
Violence
Violence
In 2018, the International Working Group on Women and Sport found that more than a third of international sports governing bodies had not taken measures to address gender-based violence.
Corruption
Corruption
Corruption
Poor governance at the highest levels of sports governance have resulted in underinvestment in women’s professional sport
Weak Governance
Weak governance
Weak governance
Weak governance often means that actors are unable or unwilling to assume their roles and responsibilities in protecting rights or developing women sports appropriately.
Environmental impact
Environmental impact
Environmental impact
Sport creates excess waste, harms biodiversity and travel to events can pollute the air – more can be done to make it environmentally friendly.