There was perhaps a moment in time where women’s sport was unfairly pushed to the sidelines, but since 2019 female athletes have never been more visible. And nothing quite capturing the nation’s imagination like the women’s football World Cup last year.
The magical moments such as England making the semi-finals of the Women’s World Cup, Barclays investing significantly in the FA WSL, and Jasmin Paris setting a new record for the famous 268-mile Spine Race - these were triumphs witnessed by a record audience. And as consumers demand more representation and diversity, and less male-orientated perspectives, you can expect women’s sport to reach another level in the 2020s, as brands increasingly look for inspiring female athletes to become their ambassadors.
The Drum, in partnership with Iris, has put a stellar cast of panelists to talk the rise and rise of women’s sports and how brands are beginning to come round to the idea that female sports can pull in huge audiences and plenty of potential customers.
Eniola Aluko, sporting director of Aston Villa’s women’s team will be included on the panel. Moderated by The Drum’s senior journalist Rebecca Stewart, the panel will also include Tom Corbett, group head of sponsorships and media at Barclays; Fabio Tambosi, head of marketing at Adidas; and Gabi Mostert, creative director at Iris, to talk about how brands can tap into this changing climate in a way that truly empowers women to get involved with sport.
It will also explore how brands can mobilise the growing interest in women’s sport and drive real social change, tapping into a climate where girls, from the age of 14, still drop out of doing sports at two-times the rate of boys owing to issues around self-image and confidence. It will look at positive and negative approaches in driving this change, and why the Tokyo Olympics and the Women’s Euros 2021 shouldn’t just be looked at as an opportunity to speak to female consumers, but a chance to shift society forward.
Can brands really play a role in encouraging and championing the next generation of female athletes? And what is the right tone to use to tap into women’s sport in a way that doesn’t feel like jumping on the bandwagon, but truly acting as an ally?
This panel will answer all these questions and more, and you can register your interest in viewing this online panel which will go live next week.