Sport for Business’ Coverage of Women’s Sport is supported by Liberty Insurance #SupportHerSport
The drop off in young girls staying with sport is being addressed by the latest phase of a campaign by Procter and Gamble which Sport for Business has highlighted and commended many times over the last three years.
The latest wave of research as part of the Always #LikeAGirl campaign highlights how many times we hear comments like “girls shouldn’t play that sport” or see girls’ teams playing in front of sparse crowds.
It looks at what impact this has on girls and their desire to play sport through the key years of puberty
Sport is an activity recognised for its profound and long-term impact in helping build and maintain confidence. Why should that be the preserve of boys?
The reality is that while greater recognition and commercial support, driving greater awareness and credit for sport, is working there is still a massive way to go.
In the case of Liberty Insurance and Lidl in gaelic games, Continental Tyres in soccer and Aon in Rugby, big brands are pushing women’s sport as normal, where it needs to be.
Data though from the most recent Always Confidence & Puberty Survey, taken from a sample of over 1,000 in the UK, shows that by the end of puberty, over half of girls surveyed (64%) will have quit playing sport. That is a shocking number.
The new #LikeAGirl video, asked girls about their athletic experiences, the challenges and the benefits, what helped them stay in the game, or what led them to quit.
Hear their stories and be motivated by their passionate rallying call for all girls to keep playing by watching the Always Keep Playing #LikeAGirl video here: https://www.youtube.com/watch?v=Emawq64b0DU
“As someone who grew up playing sport, and also as the mother of a seven-year-old daughter, I know how important participation in sport can be in helping girls build the confidence and skills that will serve them throughout life, said Nanette Bursting who made the film.
“It’s my hope that this video will spark a conversation and inspire girls to keep playing sport. I love and support the #LikeAGirl campaign and I’m thrilled to be partnering with Always ahead of the Olympic Games to shed light on this important issue.”
Many studies have found that ongoing participation in sport significantly contributes to confidence in girls, at any level, and provides valuable skills to help them stay confident to do any and every thing later in life.
In fact, a recent 2015 study of consumers in the UK showed that women aged 18 to 24 are twice as likely to be confident if they play sport regularly, compared to those who do not play at all.
Additionally, the recent Always survey found that girls reported that three of the top benefits of staying involved in sport are increased confidence, teamwork, and staying in shape.
However, despite the known benefits, girls still report that they don’t feel like they belong in sport.
Further, 67% of girls feel that society does not encourage them to play sport and 61% wish there were more female role models in sport.
“The Olympic Games is a time when – all around the world- female sports participation is elevated in the public eye, and for that reason, we could not think of a better moment to drive awareness of the critical role sport play in building girls’ confidence,” said Michele Baeten, Associate Brand Director and Always #LikeAGirl leader at Procter & Gamble.
“We will rally and unite Olympic athletes, the International and National Olympic Committees and other organisations, to spark a change and inspire a world in which every girl truly feels that she can play sport and will Keep Playing #LikeAGirl!”
Always is inviting everybody to join in to rewrite the rules and keep girls in sport. Pledge that you’ll Keep Playing #LikeAGirl and encourage others to do the same. Upload a picture, shoot a video or tweet using #LikeAGirl to show your support and inspire young girls everywhere to Keep Playing.
