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…