Right time to boost women in sport

Sport New Zealand has launched a campaign aimed at encouraging greater engagement in elite women’s sport.

The ‘It’s Time’ initiative comes with the start of the Rugby World Cup less than a week away and football’s World Cup next July and August drawing ever closer.

Sport NZ announced yesterday that research it had commissioned showed awareness of female athletes to be significantly lower than that of comparable male athletes, especially in team sports.

It said that only one in three New Zealanders regularly watch women’s sport and more than half (53%) don’t expect to engage in more women’s sport over the next 12 months, whether by watching broadcasts, attending events, using social media or following media coverage.

Sport NZ chief executive Raelene Castle wants to change that and feels there is no better time than now, with the Black Ferns and Football Ferns set to follow cricket’s White Ferns in playing in World Cups on home soil.

‘‘We believe the World Cups here in Aotearoa will be a great platform to promote change in this space, but these events are just the tip of the iceberg,’’ Castle said in a statement.

‘‘Our Kiwi Ferns head to the Rugby League World Cup in November while the Silver Ferns prepare for their World Cup next year and there are multiple inspiring performances happening that deserve our attention.

‘‘We’re challenging New Zealanders to get behind it, whether that’s going to matches, watching on TV, engaging on social media or reading or watching media coverage.

‘‘All of these competitions provide an opportunity to raise the recognition and profile of our female athletes.’’

The Rugby World Cup begins next Saturday with a triple-header at Eden Park in Auckland, capped off with the Black Ferns’ opening match, against Australia’s Wallaroos.