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Former England striker, and recently appointed sporting director for Aston Villa Women, Eni Aluko will join The Drum’s senior reporter Rebecca Stewart to discuss how we can change the game, along with Iris, Adidas and Barclays who are using marketing to address this challenge in very different ways.
Inclusivity is a hot topic in sports right now. On the one hand, it feels like female athletes are unstoppable. Barriers and records are tumbling - and it feels like a new model of competitive female leadership is emerging. However, the stats for female participation in school exercise past the age of 14 are depressingly low, girls drop out of sports at 2 times the rate of boys. This session will look at how brands are making women of all ages, sizes and background, feel confident about participating in sport on her own terms. We also explore how a digital makeover of the sports industry could help level the playing field for women.