Women’s sport needs to be backed more than ever now

Hthe Covid-19 pandemic has especially hit female participation but should not derail long-term growth

Covid-19 has hurt sports globally, but it has hit women’s sport and activity levels that much harder. According to Women in Sport, 32 per cent of women could not prioritise exercise during lockdown as they had too much to do for others; while Sport England said 42 per cent had reported a drop in activity levels.

At the same time, in the rush to get games back on to our TV screens and into our stadiums, men’s sports have been prioritised and women’s sport has been left on the bench. The argument is that the men’s arena is where the audiences are and the money is made. Get those up and running first, then worry about the rest later.

But that creates a problem. Women’s sports and participation in sports has been growing, but it is still in a very fragile state. Long-standing issues such as family structures, smaller events, less prize money or lower wages and limited exposure in the media, mean any disruptive event such as Covid-19 can do lasting damage.

Last week I was asked to take part in a debate on Sky around women’s sport and the impact of Covid. I was humbled to be given a voice and it prompted me to spend a couple of days on the phone and emails trying to get as full a picture as possible.

The views I heard were wide-ranging, but brought home one key point: there is a moment of opportunity to reinforce support for women’s participation in sport and activity and secure growth for the future generations.

The good news for rugby fans is that the women’s game is seen as a crucial engine for expansion. Nicky Ponsford, head of women’s performance at England Rugby, told me why: “Long term, England Rugby see the women’s game as one of the commercial drivers to help the sustainability of rugby – not just women’s rugby, but rugby full stop. It’s a massive priority.”

The thinking is simple: get more people to watch rugby, either men or women, and everyone will benefit. In terms of the viewing numbers, things are starting to add up. During the 2020 Women’s Six

Nations, audiences touched record levels for women’s events – close to 160,000 per game, up 41 per cent year on year, according to Sky’s figures. The biggest peak audience was 294,000 for the England v Wales game – impressive when you consider that the men’s team had an average audience of 286,000 for their third Test against South Africa in the summer

of 2018.

Crucial: Nicky Ponsford (left) says women’s rugby is pivotal to the future of the sport; Helen and Kate Richardson-walsh (below)

Ponsford also points out that the Rugby Football Union has retained 28 contracted England players and pledges to maintain the women’s programme to the 2021 World Cup.

As someone who has had the privilege to train with the Red Roses, I can vouch for their playing ability. Their earning ability, however, is a little less punchy. A male England international will get as much for one game – about £25,000 – as an England Red Rose will earn from her rugby in a year.

So, what can be done, not just in rugby, but across all sports? Sophie Goldschmidt is the former chief commercial and marketing officer at the RFU and, among other things, a former CEO of the World Surf League. She knows her stuff and is clear what needs to happen.

“Pay it forward,” she said. “Covid aside, women’s sport is in the best place it’s ever been, but far from where it should be. Progress has been slow. The upside and potential is very significant – it just needs to be accelerated.”

The importance of simply doing the right thing is echoed by former GB hockey star Helen Richardsonwalsh, who won Olympic gold in 2016. She is clear why women should get the same money and support as male players or teams. “It’s just the right thing to do,” she explains. “It may take two or three generations of players to catch up, but they will, given a fair, fighting chance.”

The problem during Covid is that dealing with short-term issues can get in the way of long-term change. Katie Shaw, a partner at Fuse, the sports marketing agency, told me: “As the reformatting of sporting events behind closed doors takes place, rights holders are looking to recoup value and protect corporate cash flow. They prioritise revenue and therefore women’s sport is getting hit.”

It is crucial top-level women’s sport gets back on the TV and into the stadiums. The concern for leading organisations and experts is that the longer the lack of elite women’s sport goes on post-covid and the slower we are at closing the gender pay and play gap, the harder it will be to inspire girls and women to participate.

The best way to fix this in the short term is for the broadcasters, governing bodies and sponsors to ensure that women’s sport is given the funds, access and exposure it needs to succeed.

‘Progress has been slow. The upside and potential is very significant – it must be accelerated’