As part of the launch of Lidl Ireland’s 2025 sponsorship with the Ladies Gaelic Football Association they brought together a panel of expert speakers to share their experiences of elevating player visibility and the impact that it can make on players, teams and the overall sport.
UK broadcaster and sports commentator Kelly Cates was joined by Maggie Alphonsi, World Rugby Hall of Famer capped 74 times for England, to share their personal experiences and insight on being role models and the impact of female sports role models.
They were guided through the conversation by presenter Marie Crowe who added to the conversation from the outset talking about how “you have to get used to people getting used to you.”
Speaking about her career as current Sky Sports and BBC Radio Live 5 Sport presenter, Kelly Cates said:
“It’s important that, as females with a platform in sport, we use our voices to elevate the profiles of female athletes and normalise sport as a world where young girls and women can be a part of.”
“The more we do this, the more we can inspire the next generation and challenge societal norms. When we give female athletes, sports journalists, and broadcasters the platform they deserve, we create a ripple effect that not only changes the game but also helps to shape a more inclusive, equal future for everyone.”
Speaking about one important difference between men and women in her and other workplaces she also made the point that “Women tend to bring their whole lives with them and that gives permission for men to be their authentic selves as well.”
She also made the point that it is not fair to ask young women trying to forge their own career to have to take on the weight of representing half the population. “It’s something you grow into but it is not for everyone to stand up as a role model.” “It is not something that is expected of men in a similar position.
Sharing her expertise from her former career with Saracens and England women’s rugby, Maggie Alphonsi said:
“I’m very excited to be part of the Lidl LGFA NFL Launch Event alongside an illustrious line-up of panellists to talk about the power of role models in Ladies Gaelic Football and women’s sport in general.”
“Role models play a vital part in inspiring the next generation to see what’s possible but they also help bring the fans closer to the sport.”
“Role models connect fans, they foster interest and inclusivity. Women’s sport needs more role models and in this event we will share insights and knowledge about how women’s sport can harness the power of role models.”
“As we progress through our careers we need to put our hands down so that we can lift up others.”
Dublin’s 2023 TG4 All-Ireland Senior Championship winning captain Carla Rowe, 2024 European Championships 1500m gold medallist Ciara Mageean and 2018 Six Nations Grand Slam winner Keith Earls discussed the findings of the research and explored the personal impact of sporting role models on their careers.
“Sporting role models can inspire young people to chase their dreams or to stay in sport and benefit from all the great things that sport can provide like teamwork, friendship and resilience,” said Earls whose three daughters play GAA and soccer.
“It is great to see so many positive female sporting role models for our young people to look up to and be inspired by.”
Earls also revealed that early in his career when he was struggling with the defensive side of his game his Dad advised him to look at how Maggie Alphonso plays the game. Nice symmetry there.
Olympic middle-distance runner and Lidl Northern Ireland Sport for Good Ambassador Ciara Mageean shared her thoughts on the research findings “As athletes, we have the opportunity to inspire the next generation, not only through our achievements but also by fostering a community where young girls can see themselves as champions.”
“Our actions can empower them to dream big and help create a future in which girls and women in sports are respected and celebrated. It should be acceptable to say, “I want to be the best,” and to pursue that goal wholeheartedly because they will have witnessed the commitment, resilience, and perseverance it takes to reach such heights.”
“When young athletes see women succeeding in sport, it not only boosts their confidence, but also creates a ripple effect in society, promoting gender equality,” added Dublin LGFA Captain Carla Rowe.
“The visibility of female players is fundamental to changing the narrative around women’s sports, breaking down barriers, and encouraging more girls to participate.”
“Investing in female athletes benefits not only the sports community, but it fosters a wider cultural shift toward equality, empowerment, and visibility. The research shows that there are still challenges around player visibility and audience connections which, collectively, we need to strive to improve”.
SPORT FOR BUSINESS PERSPECTIVE
This research is vital and should serve as a wake up call that despite all the advances of recent years there is still significant inequality between the perspective of men’s and women’s sport. Lidl’s investment in the story as well as the games themselves is commendable.
WHAT’S UP NEXT?
We have further coverage from the launch at Croke Park across the site and will add a podcast interview with Ciara Mageean to this week’s with Lidl’s Eimear O’Sullivan.. The 2025 Sport for Business Women in Sport Conference will take place in November with Coaching on the Agenda once more.
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The LGFA, Lidl, Sport Ireland and more than 30 National Governing Bodies are full members of the Sport for Business community. Lidl are our partners in coverage of Women and Sport.
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