|Sitting in the audience at Monday's launch event for Women's Sport Week, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right direction. The world is slowly waking up to an equal playing field and diverse boardrooms equating to a stronger economy and future. We already know the social and physical benefits of sport, and new research from Women in Sport and Investec goes further to highlight the benefits this gives women in their personal and professional endeavors – affirming what the majority of the room already knew.|
This can be echoed across the past 12 months. In its entirety, the progress of Women’s Sport in the last year is positive. Yet there is still this underlying attitude that likes to rear its ugly head: we seem to take two steps forward, and one step back.
|October 2015 | Chelsea Ladies Leading the Way.|
For the second season running the Women’s Super League went down to the final game, with Chelsea Ladies clinching their first ever title. The win also landed Chelsea their second trophy of the season after their victory over Notts County in The 2015 SSE Women’s FA Cup Final. This success would have been unlikely had the women’s team’s future been left in the hands of the club’s board. It was the then Chelsea F.C. and England captain, John Terry, who came to the rescue when their budgets were cut in 2009.
November 2015| Slow Progess for NGOs
December 2015 | Women’s Participation Rising Faster than Men’s
|January 2016 | Gayle’s Conduct Falls Short|
Gender equality is not recognised by all. West Indies cricketer Chris Gayle rightly drew sharp criticism for his comments after asking out reporter Mel McLaughlin live on air. He was subsequently fined £4,900 for his remarks.
February 2016 | NFL Believes in Diversity
March 2016 | Indian Wells CEO Sparks Outrage
April 2016 | Netball Goes Full Time
May 2016 | Record SSE Women’s FA Cup Crowd
June 2016 | Synergy: This Girl Does
July 2016 | Royal Troon Enters a New Age
August 2016 | RFU Tackles Sexism
August 2016 | Olympic Coverage Backlash
|September 2016 | ‘Vast’ gender wage gap still exists|
As we begin to feel we’d climbed the summit, our summer and post-Olympic come down was worsened by the Gender Balance in Global Sport report. Published by Women on Boards, it found significant differences in pay for men and women in basketball, golf and football.
September 2016 | City Make the Front Page
Recapping on the year, it is apparent the media, sponsors, governing bodies and NGOs are all saying, doing, or acknowledging what needs to be done to continue to move forward. Disappointingly, the work of the many is all quickly undermined by the headline-grabbing actions of the few. Fortunately, opposing these outdated perceptions is a much stronger force and fans are ready to openly voice their outrage and disagreement. 10 years ago complaints would be buried in the news editors’ inboxes; today sport is an ongoing social media spectacle, and fans are the harshest, but most honest critics. Harnessing the power of them will be integral to really making a difference. Surely this, combined with new research, is enough for us to take action, instead of continuing to simply highlight the issues? I remind myself that we’re preaching to the converted: a room full of women – and men – who are at the forefront of advocating and supporting change.
We retweet, like and love posts from people that share and validate our opinion. But we are people who love sport, work in sport, and are already invested in it promoting women’s sport.
So, how do we only move forward? Women’s Sport needs to evolve from a movement into the norm. Women's Sport needs bigger brands that talk to a bigger audience. Brands have the power to reach the masses and be a part of social change.
After all, actions speak louder than words.