Liberty Insurance is stepping up its support for Women in Sport in 2017 and going beyond its sponsorship of the All Ireland Camogie Championship.

The brand first came to prominence in a sporting context in 2013 when taking on the Hurling and the Camogie Championships but while the former has now run to the end of a natural life cycle the Liberty Insurance All Ireland Camogie Championship carries on and with renewed vigour.

The expansion of the influence was marked yesterday by the publication of important new research into the key areas affecting the esteem granted to Women in sport and the unveiling of four leading ambassadors drawn from the upper echelons of Irish sport.

Joanne Cantwell introduced Natalya Coyle, Fiona Coghlan, Mags Darcy and Annalise Murphy to an influential audience at Croke Park and there was little doubt that these would be exemplary ambassadors in any environment.

They gave us a blend of passion with humility, a willingness to be great and to share what they learn with others who will come behind. It was inspiring stuff.

“Wanting a better deal and a brighter future for Women in Sport is important,” said Deirdre Ashe of Liberty Insurance speaking at the launch of the research to mark International Women’s Day.

Challenge

“It’s a challenge that Liberty Insurance first met in Ireland in 2012 and it’s one we are committed to facing with real energy and purpose throughout 2017 and beyond.”

“It’s important because equality in every area of society should be a given, yet we see from today’s research that this is not yet the case.”

“One in two people are more aware of women’s sport in Ireland than they were 12 months ago; though three in four people have not attended a female sporting fixture over the last year.”

“We are getting there. Significant progress has been made in key areas, and the improvement in key markers like participation is encouraging; however, we are on a journey, and there is still more to be done.”

Key Findings

Among the key findings of the research there are plenty which back up the fact of progress being made.

94% of those women who are involved in a team sport say that it plays a big role in their lives.  This is important as it gives a real life sense of the benefits of getting or staying involved.  That measure of satisfaction for any pastime is a massive validation of the power of being part of a team.

The number of women who see themselves as active has also risen sharply, climbing from 55% two years ago to 67% in 2016.  This is another important marker that sport is about doing as well as backing.

There are areas of concern however.  A staggering 74% of those interviewed aged between 17 and 24 see sport as being of little or no interest to them.  This should be a period coming out of school and going into college or workplaces that sport can create bonds that will last for life.

Positive Impact

Surveys in the US show a marked positive impact on the career of women involved in sport through third level education.  If we are not yet persuading young Women that this should be important to them then we are failing as sporting advocates within the wider remit of societal influence.

“There is still a great deal to be done in terms of getting more women involved at a grassroots level in local clubs and teams,” added Ashe.

“We are calling on all policy makers to take notice and drive change. Parents too have an important role to play in getting their children, and in particular their daughters, to take up and support sport. “

“This approach of encouraging players was central to our sponsorship of the Camogie Championships from 2013, working in partnership with the Camogie Association to elevate their players to the same level as their male counterparts.”

“We are privileged to have four wonderful ambassadors and role models joining us today to make our voice louder.”

“Supporting the promotion of women in sport, advancing the cause of female athletes, assisting in their preparation for participation on the National and International stage, be it in a sporting or leadership capacity, is important and aligns with our brand proposition of Insurance the way it should be.”

“We hope that all of us will do what we can, in whatever way we can, to make a difference, and to #supporthersport.”