|Women’s sport is a really good investment. We have proof. It is time that brands understand what the opportunity is. Expertly hosted by Jacqui Oatley, MBE, Sport Presenter and Journalist, Synergy’s This Girl Does panel consisted of Tanya Joseph, Director of Business Partnerships at Sport England; Colin Banks, Head of Sponsorship and Reward, SSE; Ruth Holdaway, CEO Women in Sport; and Carly Telford, England and Notts County Footballer.Watch the video in full here.|
Here are our 7 top takeaways from the day:
Tanya Joseph, who orchestrated the widely successful campaign #ThisGirlCan, shared that the work was built on research revealing 2 million fewer women do recreational sport than men, but 75% of women say that they would like to do a lot more sport. As Joseph suggests, when women make up over half the population and are responsible for the majority of purchasing decisions made in the home, that’s a lot of untapped potential. Joseph claims that the campaign was so successful due to an acute understanding of the underlying fear of judgement that goes hand in hand with exercise for many women. Being able to liberate women from this fear of not being comfortable in their own bodies in a tone that is not patronising or preachy, has so far inspired 2.8 million women to get active.
|Increase in role models|
Carly Telford acknowledged that 2012 was when women’s football really got put on the map in this country. According to Telford, what the nation saw was the same as the men with regards to the passion they felt and the honour with which they represented the Three Lions. This, combined with the media putting them on a pedestal, encouraged record audiences. Before 2012 there were no female sports role models and in the past five years the nation has been inspired by the success of the Lionesses, Olympic and Paralympic athletes and our talented rugby union team (among many others).
The figures show that a vast receptive audience exists. Women’s sport makes up less than half a percent of sponsorship going into sport, so “whatever you are looking at there will be an opportunity” says Ruth Holdaway. In the next three years the women’s Cricket World Cup (2017), the Hockey World Cup (2018) and the Netball World Cup (2019) are all being hosted in this country. According to Holdaway, the plan is to offer all three of these sports to every single school girl across the country which presents a real opportunity for brands to inspire our nation’s girls and reach their parents. It is also a great example of how innovative the rights holders are being working together to strengthen the offering.
Accessibility & Storytelling
Chicken & Egg
For brands to engage the key is to connect to their audiences in an authentic way; when you talk to people in the right way, they can’t help but want to get involved. #ThisGirlCan proved this by shifting women’s perception to feel like sport is a place where they can be. Open, honest conversations with all stakeholders and your audience are essential to ensure your brand connects. According to Telford, where you will find success is when you move away from this ‘puppet on a string’ approach to working with athletes. Brands also have much more to being to the table, to generate the much needed awareness to genuinely build the sport, instead of paying vast amounts of money in exchange for reluctantly handed over assets and limited access to players that is often the experience in the men’s game.
Don’t miss out
According to Joseph “in five years’ time people will be kicking themselves that they didn’t get involved earlier”. It’s becoming quite evident that SSE has set a historical precedent in this space and we at Synergy hope to see many more brands follow suit..
|If you’re interested in discussing Women’s Sport further please get in touch with Synergy’s Lisa Parfitt – firstname.lastname@example.org.|