Could Team GB’s mixed relay gold turn the tide for Women’s Sport?
Yesterday morning we read a great article on WARC suggesting that brands are too reticent to sponsor Women’s Sport because not enough data exists to support the return on investment. Cue a lively discussion in the PrettyGreen office about which brands and clients we could work with to champions women’s sport.
And then last night, on prime time terrestrial TV, we watched GB’s mixed relay team power home to victory, claiming the Gold in the European Swimming Championships. Images of Adam Peaty, James Guy, Georgina Davies and Freya Anderson are rightly plastered across the news this morning and titles like the Guardian are focusing their headlines on 17-year old Freya Anderson who presents a promising future for our national swimming team.
Tonight’s track athletics will be another hotly anticipated appointment to view TV moment. We have a power house of British sprinters right now and Dina Asher-Smith is securing as many column inches as her male counterpart Zhanel Hughes as both look to take gold in tonights 100m Final. Likewise the male and female 100m relay teams are also tipped to take gold.
So why is it that women’s sport on its own fails to get the same level of attention? Could mixed events and competitions like we’re seeing in the European Championships be the route to driving the data that Women’s sport so desperately needs to stand equal to male sport and persuade brands that sponsorship can drive a strong return? A year or or so ago the arch-feminist in us would’ve said no way but last night’s triumph in the pool is making us want to jump right in.
And if you didn’t see the race, watch it here. It was a corker!