By Rebecca Derrick, client director and sport practice lead at Landor UK
As we battle with the implications of the pandemic, fears are growing that women’s sport could lose a whole generation of grassroots participation as government bodies prioritise saving the men’s professional industry. But women’s sports have been a footnote to the men’s story long before Covid-19. In no other industry is gender split greater than subject split (when you hear basketball, do you picture men and women?). Nowhere else are we so openly and obviously willing to save one gender over the other.
While we have seen initial success in growing women’s football – with the incredibly s
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
