Women in Sport – are brands making the most of sponsorship opportunities?

20/11/2015

Dentsu Aegis Network Sports & Entertainment has been chosen as lead agency by Women in Sport for a pioneering report to monitor the role and impact of women in sport. Harriette Dinger, from the DANSE team, says heaps of sponsorship opportunities are out there for brands who want to support these hugely talented women.

Harriette Dinger Dentsu Aegis Network Sports & Entertainment women in sport sport sponsorship Michelle Payne Sarah Outen Susie Wolff
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As part of our work with Women in Sport, we’re exploring the opportunities for sponsorship of women’s sport. This week we take a look at some inspirational women across the globe that have made recent headlines for their sporting achievements and question if they’re getting the financial attention they deserve.

Last week Michelle Payne made history as the first female jockey to win Australia’s Melbourne Cup. Payne stands as only the fourth female in 155 years to ride in the Cup. Overcoming odds of 100/1, her success sent shockwaves through the male-dominated sport.

Dedicating her win to female jockeys, Payne called for more support for women within the sport in the hope of ‘giving women more of a go’. When given the chance and platform to showcase her talent, she demonstrated how opportunity can be transformed into success, an attitude that should be encouraged across all sporting avenues.


Earlier this week our very own British adventurer Sarah Outen completed her 4 and a half year London2London World Expedition, cycling, rowing and kayaking her way across the Northern Hemisphere. Her epic adventure saw her become the first woman in history to row solo across the North Pacific. Outen was backed by more than 50 suppliers and sponsors (including Mars) and showcased the growing brands’ recognition of women’s achievements in sport and the potential for return.


Despite these ground-breaking victories, the fight for women’s recognition and equal opportunities in sport is in no way won. This was evident this week as we bade farewell to motorsport’s golden girl Susie Wolff, who made the decision to retire from the sport as she saw her dream of reaching the starting grid for Formula 1 unachievable.

Her retirement from racing highlights the struggle many sportswomen face: currently the potential and talent in women’s sport is not matched by the opportunity and support.
Sponsors could play a big role in forcing sports federations and teams to open up those chances for women. Why? Well earlier this week the new Canadian Prime Minister announced a 50/50 male female cabinet. When asked by a journalist why equality was so important to him, he replied “Because it’s 2015.”  

Having the support of big brands could really open the door and in turn give the sponsors incredible positive association. If you want to find out more about how brands can get involved with women and sports then come and see us on the First Floor of No.10. It’s time to give the girls a go.

Harriette Dinger Dentsu Aegis Network Sports & Entertainment women in sport sport sponsorship Michelle Payne Sarah Outen Susie Wolff
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