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COMMENT very limited commercial investment. Data from Havas Sports and Entertainment about the UK Sports sponsorship deals registered in The World Sponsorship Monitor in 2013 shows only 0.2 per cent were for women’s sports and only 13 per cent was for mixed sports.   Although London 2012 did see spike in the interests of women’s sport – with the money invested going up five fold from 1 million pound to 5 million pounds – when comparisons are made to men’s sport the picture is still bleak.  But the good news here is that  things are changing. After years of struggling for recognition, the  Women’s FA  Cup is to receive sponsorship worth millions of pounds next year with a  guarantee of the final at Wembley for the next four years. And there have been others such as

the recent partnerships between a South Korean car firm and women’s cricket and a banking group and women’s hockey. Indeed the  sponsorship of the women’s Boat Race earlier this year when it moved to the Tideway in London and took place on the same day as the Men’s race was seen as so groundbreaking that Clare Balding missed the Grand National to commentate. Now if the Clare Balding effect isn’t a sign of progress I am not sure what is!  Public appetite is of course important, even if the media cover more women’s sport do people want to hear or read about it? Coverage of the Women’s World Cup in Canada has given youngsters the opportunity to see high-class competition regularly on our TV screens. Netball is

a sport that now has dedicated satellite television coverage of its Superleague and in conscious  change  to normal practice the Women’s Finals will close out play at this year’s European Hockey Championships instead of the men. GROWING APPETITE All of these things signal an appreciation of the growing appetite for women’s sport. And – perhaps this is a mark of real progress - the ridiculously popular football video game FIFA will include 12 women’s national teams in its newest version, FIFA 16, due to fan requests. So yes we need more women playing sport but we also need the media to play their part.

EMMA BOGGIS Emma Boggis is Sport & Recreation UK’s Chief Executive. She is responsible for strategic guidance and also ensuring that we are working towards our vision of being at the heart of a worldleading sport and recreation sector. Before joining the Alliance in 2014, Emma worked in the Cabinet Office, where she was most recently head of the Olympic and Paralympic Legacy Unit, set up in 2012 to support Lord Coe in his role as the Prime Minister’s Legacy Ambassador. Emma Boggis’ previous roles have included Private Secretary to the Prime Minister, David Cameron, and Deputy Head of Mission in the British Embassy in Madrid. Given her background she plays a lead role in our engagement with government departments and policy makers. Her early career started in the British Army where she had operational tours in Northern Ireland and Kosovo. Emma is a keen sportswoman – with a number of marathons and triathlons under her belt along with a few long distance cycle rides.



Photo: Sport & Recreation UK

Profile for Lars Andersson

Sport Executive August 15  

Sport Executive er et gratis magasin på nettet om sport. Sport er den hurtigst voksende branche i dette årtusinde – såvel i Danmark som worl...

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Sport Executive er et gratis magasin på nettet om sport. Sport er den hurtigst voksende branche i dette årtusinde – såvel i Danmark som worl...