The business of women’s sport is everyone’s business.

So, this week the Commonwealth Games kick off in Birmingham and coupled with the recent conclusion of Wimbledon, the Super Netball, the men’s and women’s State of Origin clashes and the finals season for most football codes almost upon us (plus more!) there’s a lot happening this month for Aussie sport fans.

To begin with, I want to state that this post has essay potential - there’s a lot to say - but I’ll keep this snappy. This is a chat about WOMEN, SPORT and….MONEY.

It’s no secret that professional women’s sport has become more ‘visible’ in the recent years and in addition to an increase in athlete salaries and commercial support surrounding many sporting codes, things are looking up.

However, after reading an article last weekend in a national newspaper about how our some of our elite athletes (as in, those representing the entire country on a GLOBAL stage) are really struggling financially, I was reminded again of how far there still is to go when it comes to recognition and support of female athletes – of all ages.

In Australia, we have spectacular WORLD CHAMPION female athletes and sporting talent in this country. However STILL (!!!) marketers out there are continually heading to less qualified ‘influencers’ with little to no actual experience within the sporting category to remunerate heavily to promote their brands. You can see who they are with a scroll of the thumb. I’m not naïve as to why, I completely understand the reasons when it comes to audience numbers, likeability, awareness, content creation prowess and SALES outcomes. I get it.

HOWEVER, supporting women in sport is a much bigger ‘play’ (pun intended) when it comes to driving societal change around gender equality, increased grass roots level participation and acknowledging the power that female role models have amongst peer groups of all ages. In a sports mad country like Australia, this is more important to acknowledge than ever. Don’t we want our kids to feel that any sport is possible for them? That they can have ‘Sporting Heroes’ regardless of gender. That eventually, we move away from ‘Women in Sport’ to simply just… ‘Sport.’ And most importantly, that the next generation feel encouraged, supported and proud to participate in any sport that they choose.

From a marketing perspective – female athletes are golden. What they deliver in terms of credibility, inspiration, overall performance (on and off the field/pool/stadium) far outweighs that of a less qualified or inexperienced social media star with a big following. Doesn’t it?

It’s widely known that participation in sport for young girls starts to drop in early adolescence, almost every published study by an Australian sports or governing body you’ll find will attest to this. The NSW Office for Sport launched an ongoing strategy focused on women in sport titled “Her Sport, Her Way” and partnered with UNSW for an accompanying study from 2017 – 2021. In summarising the findings of this study, the Honourable Dame Quentin Bryce, former Governor-General, is quoted:

“Girls worldwide who play sport are more like to attend and stay in school, more likely to finish their education, more likely to be in better and health and earn higher wages during the course of their lives.”

THE HONOURABLE DAME QUENTIN BRYCE AD CVO

That’s a powerful statement right? Especially if you are a parent. As a consumer (and as parents) what do you really care about and what qualities do you want to see in the people influencing the next generation to get active?

We need to understand that the long term viability of female sport is cyclical. The performances that happen on the field/pool/court/stadium can’t happen without investment. Investment can’t happen without audiences. Audiences can’t be attracted without access. Access can’t happen without consumer demand in the first place. Consumer demand and overall interest is what drives participation.

As consumers and decision makers we too have the power to influence, starting within our own homes. It’s up to us to proactively check our local broadcast guides, follow female athletes on social channels, talk to friends, family, kids about women doing great things that we have the privilege to witness. Sometimes getting to live sport can be geographically challenging or cost prohibitive, but thanks to the growing number of broadcast partners and telecasts options, it’s easier more than ever to view live, stream or download from basically anywhere.

The women’s State of Origin was on TV in our house, the Comm Games highlights will be watched over porridge and breakfast smoothies each morning and I’m one of the thousands signed up to get tickets to the FIFA Women’s World Cup when they go on sale in October. I want to see the women in action. My son’s NEED to see the women in action.

The number of female’s dominating and excelling in the sporting world will continue to increase in the future as long as they have the opportunity and support from a consumer and commercial level. The big brands that have gotten in early to get behind women in sport are smart. But it’s consumers and ordinary Aussies like us that choose to support these athletes, recognise their immense talent and cheer them on from the sidelines for the benefit of the next generation, that are even smarter.

This is me and Aussie champion surfer, Sally Fitzgibbons - an incredible athlete and role model!

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