On International Women’s Day it is important to celebrate and acknowledge the progress made towards equality and the achievements of women in sport. It is perhaps even more important, though, to look at how much more still needs to be done.
After a phenomenal European Championship last year with a cumulative audience of 365 million live viewers and England lifting a first major trophy, you could be forgiven for believing the roadmap to success and growth was clear. The Lionesses are one of the most heavily invested-in teams in the world, with a support structure to rival men’s teams. As a result, success on the pitch, sponsorship deals and sell-out crowds have become the norm. It is not a given that investment leads to success but it gives players and teams the greatest possible opportunity to perform to their best abilities.
