Women’s Sport Trust: Lessons from 2025 and What’s Next
Four key insights from Women’s Sport Trust in 2025 that highlight where the real opportunities lie as momentum builds into the new year.
The Most Valuable Investment in Women’s Sport: Authentic Athlete Voices
At the Women’s Sport Trust, we champion elite female athletes because they are the heartbeat of transformation in women’s sport. They don’t just play the game; they shape culture, spark conversations, and connect fans to something bigger than sport. Beyond record audiences and landmark sponsorships, it’s their voices and leadership that drive lasting change. Authenticity is the most valuable investment in women’s sport, and this article explores why.
Backing Purpose, Powering Growth: Firebird’s Blueprint for Women’s Sport Investment
Women’s sport is at a pivotal moment – the sector is growing fast, but how it grows matters. Striking the right balance between commercial success and building a more equal future…
Built by Athletes: Investing Intentionally in the Player-Fan Connection
At the final day of the Women’s Super League (WSL) season on Saturday, I spoke on a panel at Chelsea where we touched on just how important players are, not only…
Marilyn Okoro: Finding a voice, purpose and power through Unlocked
Marilyn Okoro knows firsthand the power of the Women’s Sport Trust’s Unlocked programme. The former British track and field athlete, who was part of its inaugural cohort in 2020, describes it…
Translating bold forecasts into sustainable returns – without losing sight of what makes women’s sport valuable
Women’s sport is no longer just a values-driven play – it’s delivering real business returns. In fact, 86% of sponsors we spoke to reported that their investments in women’s sport met…