On Friday at the Sport Ireland Campus, a significant gathering brought together leaders and allies promoting Women in Sport, including CEOs and influential figures committed to enhancing sporting opportunities for women and girls. The highlight of the event was a compelling address by Lisa O’Keeffe, Director of the International Working Group (IWG) and former Director of Sport England.
Addressing Challenges and Progress in Women’s Sport
IWG is a formidable international advocacy group with a global perspective on women’s sports. O’Keeffe’s speech offered both hope and sobering insights from recent research, including data from Ireland, revealing the persistent challenges on the path to equality.
Momentum for Women’s Athletics in Ireland
It has become increasingly evident that there is a burgeoning momentum around women’s sports in Ireland. This is exemplified by the successes of remarkable athletes such as Katie Taylor, Leona Maguire, and Rachel Blackmore, who have not only excelled in their respective fields but have also defied obstacles to become global leaders.
On the rugby and football fields, Ireland continues to earn its place in major championships, thanks to the collaborative effort of everyone within the Irish sports system and their unwavering commitment.
O’Keeffe emphasized that while we may not always be aware of the perceptions from other nations, many are watching Ireland’s progress with admiration. There is a growing awareness of the positive impact sustained investment can have on women’s sports.
The Virtuous Circle of Women’s Sport
Deloitte describes the dynamic growth of women’s sports as a virtuous circle. However, participation in this circle requires investment—an opportunity that, while perceived by some as risky, can yield significant returns.
O’Keeffe noted the continuous breaking of attendance records and the influx of new audiences—especially younger and more engaged spectators—for women’s sports, provided they are given the right opportunities and support to flourish. This growth extends beyond participation on tracks and fields; it includes the trailblazers in coaching, officiating, and administration.
Sport as a Catalyst for Change
For O’Keeffe, as for many present, sport has been a transformative force. While it can sometimes yield disappointments, her passion lies in making sport inclusive and accessible to all individuals, regardless of their background or ability. Everyone deserves the right to be active.
There is a growing recognition that sport is a crucial, albeit underappreciated, tool for social change—one that fosters skills and experiences that are vital for women throughout their lives. Studies indicate that girls involved in sports tend to develop self-esteem, resilience, and teamwork skills while enhancing their educational outcomes.
The Ripple Effect on Future Generations
Research reveals that competitive sport empowers women to forge successful careers. A recent Deloitte study indicated that 85% of women who participated in sports credited those experiences with their professional skill development. Additionally, children whose mothers or female guardians are active are more likely to remain active into adulthood.
Strategies for Promoting Gender Equality
As communities and nations work to build robust economies and enhance the health and wellness of their populations, enabling all women and girls to reap the lifelong benefits of sport should be a priority. However, the path to gender equity is fraught with challenges.
The World Bank forecasts that achieving gender equity may take another 136 years, while the UN suggests the timeline could stretch to nearly 300 years. Alarmingly, a recent Ipsos survey revealed that a significant portion of the global adult population believes we have advanced women’s rights too far.
In Ireland, 50% of men and 29% of women surveyed expressed similar sentiments, a concerning trend that highlights the need for increased awareness and advocacy for gender equality.
The Role of Men in Supporting Gender Equality
Fortunately, many male leaders in various sectors recognize that promoting equal opportunities for women and girls is both a moral imperative and a sound business strategy. O’Keeffe urged male attendees to advocate for women in sport and society, especially as discussions around gender equality face resistance.
The Future of Women’s Sports
Women’s sports represent a growing business opportunity, with predictions indicating that global revenues for women’s elite sports will surpass one billion U.S. dollars by 2024. Fans of women’s sports demonstrate greater loyalty to sponsoring brands and are more likely to support merchandise associated with their teams.
However, the pandemic exposed the vulnerabilities of women’s sports, highlighting the need for deliberate actions and sustained pressure to ensure that women and girls can thrive in sport. This includes establishing clear policies and resourcing directed particularly at enhancing women’s participation.
Strategies for Systemic Change
Systemic change does not necessitate a complete overhaul but rather requires targeted actions within the structures that govern sport. By focusing on where progress can be made and collaborating across various sectors, meaningful advancements can be achieved.
Conclusion: Shifting the Focus
The most impactful change we can implement is not to fix women but to address the systemic issues affecting their participation. O’Keeffe called for reevaluating the systems around sports—cultures, policies, and physical environments—to ensure they create welcoming and inclusive spaces for women and girls.
O’Keeffe left the audience with a powerful message: to focus on fixing the system rather than trying to alter the behaviors of women and girls. By addressing the ingrained barriers and biases within the sports culture, there exists a remarkable opportunity to embed sport in the heart of our communities, ensuring that women and girls can thrive.
As we move forward, let us commit to collaborating within a system that works for everyone, creating an environment where all athletes can excel. Together, we can foster a brighter future for women in sports.
Further Reading for Sport for Business Members: Review of the Sport for Business Women in Sport Conference.
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