Sky Sports presents: Supercharging Growth in Women’s Sports

One of the most popular sessions at Huddle 2023, this panel included England’s first professional female footballer Rachel Yankey, OBE, and professional boxer Fran Hennessey. Joined by Sarah Jones, Anna Kessel MBE, and our own Evie Clifton, the panel discussed how Sky Sports are investing to drive the growth of women’s sports.

This session shines a light on how brands can play a vital part in supercharging this growth – including other fantastic takeaways from this illuminating session.

A tale as old as time

We’ve heard it time and time again: women’s sports need more attention. Panellists argued it’s now time to give it our full attention – and that the time for brands to support women’s sports in terms of funding, advertising, and sponsorships has arrived.  

Supercharging young girl’s participation

One shocking stat from Women in Sport revealed that only 8% of girls are doing enough sport and exercise to meet the Chief Medical Officer’s recommendation. Our panel discussed the fundamental importance of carving a space for women's sport that is distinctive, irresistible, and fun. They agreed that supercharging an enthusiasm for sport for young girls (primary school age ideally) will make all the difference further down the road. Rachel went on to say that “for me, I always felt included growing up playing football – but I think that is unusual for girls”.

The panel agreed that automatically including girls in the sporting picture is essential to helping them reframe participation in sports from an early age as being something fun, worthwhile and an important daily activity – one that’s done without the often-associated feelings of judgement or embarrassment.

What can brands do?

It’s more important now more than ever that brands act to really shape the future and play an active role in the history and legacy of the evolving story that is women’s sport.

The panel highlighted the example of a collaboration between Women in Sport and Stronger. Another shocking stat revealed that only a third of secondary school girls wear a sports bra for PE. Fran, right at the heart of this campaign, told the audience how “I wear a sports bra almost daily, which I am lucky enough to be able to afford. It’s upsetting that many girls can’t. Sports bras are such an essential part of kit, and they should be on all girls’ kit lists, no questions asked”.

The panel noted that the beauty of women’s sport for brands is that they can get involved in Women’s sport without it necessarily needing to be purpose focused. Thanks to a rapid growth trajectory in the UK and internationally, and a positive brand building opportunity because of the calibre of talent and quality of sport that is played.

Notably, big womens’ sporting events present brands with the opportunity to get in front and reach a Gen Z audience who are traditionally light viewers of broadcast TV. This is about more than promoting a product –the brand and the content around it can provide a narrative that new audiences can relate and connect to – building and growing their perception and persona. The panel concluded on a note of optimism. The numbers show interest, viewing figures and participation in women’s sport generally are growing rapidly. From Coco Gauff to Alexia Putellas successes this year – the future is looking bright.