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5 Ways Women Are Changing the Business of Sport in 2017

Hi there,

This past weekend we’ve seen an incredible thing – a united, global rise-up of women taking to the streets and protesting what may be a dark four years to come.
 
This is where business has an opportunity to take us forward:  for the economic opportunity of female-led innovation and for business growth and greater profit from leveraging the untapped female market.
 
Over the past year, I’ve seen this take hold in our local sport industry as government, sports organisations, broadcasters and sponsors intelligently hone in on all the potential a female market can bring.

1. This week Telstra has signed a multimillion-dollar deal to transmit women’s tennis around the world for six full years. Spanning 47 rolling live global events and 2600 hours of coverage, that’s a hell of a lot of women’s sport.
 
2. Cricket Australia has just announced two new cricket awards honouring female talent as part of the Allan Border medal evening. The Betty Wilson Young Player award is named in honour of one of Australia’s greatest female all-rounders while the Domestic Player of the Year Award is awarded to an outstanding female cricketer across the Women’s National Cricket League as well as the Rebel Women’s Big Bash.
 
3. In a surprise move, Vogue’s February issue will feature a stunning photo spread of rugby’s Women’s Sevens who snagged gold in Rio last year. Featured player Emilee Cherry hopes that this will help expose their sport and culture to new audiences.
 
4. Victorian Minister for Women Fiona Richardson announced a new initiative mandating a minimum amount of women’s sport coverage on the public broadcaster sparked by the AFL’s All-Star women’s match, which delivered high TV ratings last September. This is part of the government’s broader Gender Equality strategy that will also include gender audits in offices and education programs across grassroots clubs.
 
5. And of course, NAB’s AFL Women’s competition has just launched its first ever campaign replicating AFL’s well known ‘I’d like to see that’. Featuring incredible stars including Lee Lin Chin, Cathy Freeman, Michelle Payne and Turia Pitt, I was proud to consult AFL and drive this campaign with talented Marketing Manager Jemma Wong at our helm as well as our incredible creative female team including Jane Caro, Tisha Lazaro, Kylie Robertson and Celeste Greer. The campaign has already had over 300,000 views, almost 4,000 shares and extremely positive coverage including the Huffington Post calling it the “cleverest, most inspiring ad [they’ve] seen in years”.

“We brought in independent, leading female creatives who were extremely passionate about what we were doing in women’s football and who understood the ambitions we had for launching a campaign of this significance - Bec Brideson was our first go-to as an expert and consultant to businesses on the new female economy. Over a series of workshops, we identified three strong territories and landed with an idea that we hope is bold, empowering, inclusive and history making.” Jemma Wong, Marketing Manager, AFL
 
See how we can work together if you would like to see what the female market can do for you in 2017.



Bec Brideson
 
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