Kirsten Lyons is the Director of Marketing, Brand and Sponsorships at PwC and the eighth new entry on this year’s list.
She stepped into the role in December 2022 having previously served as Head of Marketing. Prior to joining PwC she had been with Ulster Bank and Bank of Ireland in a number of different marketing roles.
She has guided and overseen PwC’s continued growth in partnerships with the GAA, Gaelic PLayers Association and the Irish Rugby Football Union with a strong focus on youth and players.
PwC was a leader in sponsoring the Player of the Month award across all four codes of Gaelic Games and is also the sponsor of the PwC GAA/GPA All Stars in Camogie and with the GAA.
The firm has also a long standing partnership with the IRFU where they are the sponsors of the U20, U19 and U18 Ireland men’s teams and the U198 Provincial Championships in both the Men’s and the Women’s games.
Lyons is a graduate of Trinity College where she earned her degree in European Studies, Languages, History and Politics.
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This is the twelfth edition of the Sport for Business listing of 50 Women of Influence in Irish Sport in partnership once more with our friends at AIG.
We began this journey in 2013 when challenged that we would never be able to produce a list of twenty Influential Women in Irish Sport. The 20 stretched to 30, then 40 and 50, and it still does not do justice to the talent out there.
Substantial progress has been made during this time. The Government, mindful of the importance and need for gender equity, challenged Irish sporting bodies to have at least a 60/40 gender split on their main board or leadership entity by the end of last year.
The vast majority of National Governing Bodies of Sport met that target, including some who had to work hard through constitutional reform and for some, antiquated thinking on leaders having to fit a particular profile.
The aim now is to go higher, with Sport Ireland setting a target of 50/50 by 2027.
This is as it should be. Internationally, the gender split in doctors ranges from 46 per cent female in New Zealand to 48 per cent in the UK, 52 per cent in France, and 54 per cent in the United States. Sport has for too long lagged behind.
The gender gap in terms of participation is targeted to be non-existent by 2027, and the profile of our elite athletes is as high for Leona Maguire, Rachael Blackmore, Kellie Harrington, Katie Taylor, and Katie McCabe as it is for the best of our men.
Look at our Olympians and Paralympians from the summer. Across the two Games, we won 13 medals, five by Men or Men’s pairings and eight by Women. And beyond the medals, Rhasidat Adeleke and Ellen Keane were the stars who won the hearts of the public without getting to stand on the podium.
We are nearing the point where sport is sport regardless of gender.
The gap remains too big in media, sponsorship, attendance, and funding, but it is only by highlighting the wrongs that we can make them right.
This year’s list will again draw from all the multiple areas that make up sport. From the fields of play to the corridors of power, from the boardroom to the studio, and from every corner of the country.
Last year’s list included 24 who could be described as from leadership or administration positions within sports, 14 from Sponsorship, and the balance from Agencies, Coaching, Backroom Teams, Politics, and Media.
For this year, we will challenge ourselves to generate a minimum of 40 per cent of new entrants once more.
This will mean some who fully deserve to remain stepping aside but that is part of what influence and leadership is about and they are in no way diminished by their not being on the list this year.
So, who should be included? We have a good sense of the landscape, but we are always open to new suggestions, which is where you come in.
Every year, the number of nominees exceeds the ceiling of 50 that we place on the list, and we have no doubt this year will be the same again.
The list we will build over the coming weeks is a snapshot of women who are changing the way sport is played, consumed, grown, and delivered.
They are part of making the role of women in sport unexceptional by being exceptional in what they do.
Recognition of their contribution is rarely asked for but is entirely deserved, and we want your help in identifying those who you feel should be among them.
So, who do you think should be on the list for 2024?
The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies.
