Sport is gaining an increasing profile within the workings of the European Union and a conference held in Vilnius just before Christmas placed the issue of gender equality firmly on the agenda once more.
Normally it is financial incentive that is the greatest harbinger of change and the fact that the EU Erasmus fun will distribute over €250 million to sporting projects over the next seven years means that governance and equality will have to be addressed, perhaps in more stringent fashion that has previously been the case.
One of the key areas for discussion was the lack of women in leadership and senior coaching and admin roles across the EU. A study recently by Loughborough University in the UK found the figure could be as low as 10% in certain areas.
The lower rates of participation among women are being addressed through an increase in awareness of the importance of sport for long term physical well being as well as through a greater emphasis on individual as opposed to team based activities within the mainstream sporting calendar.
Ireland is better than many in this regard with the Flora Women’s Mini Marathon being the biggest event of its kind in Europe and with the Irish Times Sportswoman of the Year Award giving a greater platform for the recognition of Women’s sporting achievement than is available in many countries.
Last year Sport for Business hosted a major conference on the Business of Women’s Sport, highlighting the opportunities that exist for commercial partners to work with sporting bodies aimed at Women at only a fraction of the cost as is the case with Men’s sport.
Since that time a number of the initiatives put forward on the day have come to pass with the Irish Women’s Rugby team playing their Six Nations International against Italy in March at the Aviva Stadium. Over the coming weeks we will be revealing more information about the Sport for Daughters initiative which has quietly been gathering support.
Media awareness of Women’s sport is rising steadily as well with mainstream sources like BT Sport and the Independent Newspaper in the UK making firm commitments towards the coverage of Women’s sport.
Next month Sport for Business will create a special expert group among our membership to see how Women’s Sport can be nurtured and grown further in Ireland. We will also be surveying the Irish sporting fraternity to determine the number of women involved here at senior level within sport.
It is wrong that sport is still seen as primarily something of interest to men. It would not be acceptable in other areas of social engagement. It should not be so in sport.
Lesson for Sport: Focusing on Women’s participation will be critical for future growth and funding.
Lesson for Business: The opportunities to get involved and make a societal difference are available for those willing to look.
