WOMEN IN SPORT STRATEGY
The rise of women’s professional sports is perhaps one of the greatest opportunities to redefine femininity and equality through powerful role models with diverse portrayals of what being a girl or woman is. House of Kitch was engaged by the Office of Sport to develop a strategic approach to drive a sector wide focus on growing female participants, viewers and fans of sport.
We worked alongside experts at the University of Sydney to look at the women’s sporting landscape through the Social Ecological Model; to understand how societal, community, relationship and individual elements interplay in how girls and women interact with sport. This involved using extensive research and consultation to understand challenges and barriers to participation, and the best ways to overcome those barriers using collaboration across major sporting codes, sponsors, media and brands.
We then developed a multi-stakeholder communication strategy and engagement plan, strategically targeting non-traditional sporting partners during the strategy development process. This provided insights and mechanisms to capture new participants, audiences and sponsors for women’s sport.
Six major stakeholder engagement events were held with cutting edge research and presentations from non-traditional partners - including Facebook, Twitter, TV Networks, AFL, FFA, Netball, Cricket, athletes, and brands such as Nickelodeon, Suncorp, Lendlease, and Kellogg, and Nielsen Sport.
A total of 794 stakeholders were consulted from all levels of sport and government; non-government organisations; academia; brands, corporates, advertising, public relations and communications agencies; and broadcast, media and social media.
The ‘Her Sport Her Way’ strategy was created to unite all sporting codes, sponsors, brands, athletes and influencers to empower girls and women in sport.
Year One Highlights:
$40M has been allocated across 22 sporting infrastructure projects which included a priority focus on female friendly facility design
$2.65M has been allocated for programs and initiatives that reduce barriers and grow participation for women and girls in sport across NSW
$50.85M has been invested in 514,286 vouchers redeemed by girls to support the cost of participation under the Active Kids Program
Record breaking ICC Women’s T20 World Cup 2020 Final at the MCG with 86,000 fans cheering Australia on International Women’s Day 2020