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Recap: Women’s Sport Week 2017

After a very successful Women’s Sport Week in October 2016, the campaign returned this week (19th – 25th June) with a focus specifically on getting more women more active.

This summer is a great opportunity for the promotion of women’s sport with four major championships taking place in cricket, football, rugby and hockey. Women’s Sport Week 2017 is planning to build momentum in the lead up to these events, encouraging everyone to have fun and celebrate women’s sport in whatever ways they can; watching, listening, volunteering and even taking part.

This year’s campaign has adopted the tag line: Engage. Experience. Enjoy. This highlights the key messages and aims of bringing everyone together to celebrate and raise the profile of women’s sport across the UK. Women In Sport are engaging with people on social media platforms with the #WSW2017 hashtag, as well as a downloadable fundraising toolkit and Instagram frame, to make it easier for everyone to get involved and support the campaign.

Many partners have got on board to support #WSW2017 including BBC Sport, Sky Sports, Comic Relief, Sport England and DCMS, along with various national governing bodies from The FA and ECB to England Netball and Rounders England, showing the breadth and variety of women’s sport.

In recent years, and with the support of initiatives like this, the status of women’s sport in the UK has rocketed. Now with 7 million women engaging in sport in the UK there is an established platform and base for campaigns to push this further. Brands have also seen this as an opportunity to get involved, with sponsors jumping in on the action.

Sponsorship deals in women’s sport haven’t always been so positive with it receiving just 0.4% of the total value of all UK sport sponsorship deals between 2011 and 2013. Now brands such as Avon and Kia are engaging with and sponsoring women’s teams and events in their own right. However, the numbers are still low and more focus is needed to bring the levels up. There are huge opportunities here for more brands to invest in women’s sport and get an excellent ROI. Bring on an exciting summer of women’s sport, and with it a strong future for brands and the media to provide even more support.

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