It’s been a strong start to the year in women’s sport, with standout performances, historic milestones, and major developments across multiple sports. From team triumphs to new league launches, there’s been no shortage of momentum, and that’s just within the UK.
At the Women’s Sport Trust (WST), we’ve been watching closely, tracking how these moments, sports, and athletes are accelerating the growth of women’s sport. (Look out for our next visibility report in June)
But why do we do what we do? As we head into a packed summer and autumn of women’s sport, it’s a good time to reflect on what WST is all about (especially for those of you who are new around here!)
Inspired by London 2012
Tammy Parlour, co-founder and CEO of the Women’s Sport Trust, has spent more than a decade driving women’s sport forward. WST’s mission is simple: to make women’s sport more visible, viable and unstoppable.
A Hapkido (marital arts) Master, Tammy had been in sport her whole life but rarely saw herself reflected in its stories. That changed during the London 2012 Olympics: “I saw people like me, and then society also accepting people like me. It totally changed me inside. I just stood taller.”
Recognising the absence of female role models was the catalyst. “I thought, I’ve got to do something. I don’t have a lot of money, but I’ve got a tenner. And I thought if I can find enough people to get to £100, we could give it to a female athlete. I know… I’ll start a charity!”
The impetus was to create a charity, not just an organisation, because it was rooted in a genuine desire to give back. It was about making a difference without expecting anything in return, other than the knowledge that you had helped make a difference for those who come next.
WST’s mission to make women’s sport more visible, viable, and unstoppable became the driving force behind the charity. Every report, campaign, programme, and partnership has been an intentional step toward the future we want to create.
Systemic Change, Sustained Impact
In the early years, campaigns and initiatives like The Mixed Zone, our women’s sport online magazine, and the #BeAGameChanger Awards focused on shifting perceptions within the industry and bringing disparate groups together. The goal was to reposition women’s sport as a credible, investable proposition.
As the sector developed, so did we. While interest in women’s sport increased, decision-makers still questioned its scale and value. Through campaigns like ShowUp (a partnership with Sky Sports), #Onside, and our collaboration with England Hockey/Nielsen, we equipped industry leaders with the insight and evidence needed to build the case for women’s sport internally.
By 2018, the landscape had changed again. As visibility grew, the #BeAGameChanger Awards, once highly impactful, no longer served their purpose. In response, we made the bold decision to retire the awards and launched Unlocked, our elite female athlete programme. We understood that athletes could be powerful advocates for change and an untapped talent pool for the industry.
Insight That Drives Change
Following the pandemic, our focus sharpened on filling key gaps in the industry, providing sophisticated data and insight to decision makers. We’ve released landmark reports such as the Ambition Report, Closing the Visibility Gap and Brand Decision Making Report, tracked visibility trends, convened and hosted leadership think tanks, and run public webinars to democratise insight and drive the entire industry forward.
Our role is clear: to drive the narrative, influence decisions and act as a catalyst, bringing people together, sparking action, and sustaining momentum where it matters most. We help decision-makers recognise the actions required to fully realise the potential of women’s sport, and equip them with the tools to do it.
What’s Next?
From 2025 and beyond, we enter a new phase: maturing the industry. But for what purpose? Maturity isn’t the end goal. It’s a chance to double down on our social purpose and make sure the wider industry does the same.
When asked what she thinks about the future, Tammy adds, “This is a defining moment for women’s sport – one that will shape its future for generations. At WST, we believe women’s sport must be valued, inclusive, and a force for positive change in society. Every decision made today will help build the women’s sport of tomorrow. So we should be asking ourselves: What do we truly value about women’s sport? Then we must protect it. Amplify it. And never compromise on it. Because the future of women’s sport depends not just on growth, but on what kind of growth we choose.”
At WST, we’re committed to staying ahead of the game, thinking laterally, innovatively, and creatively at every step. Because when women’s sport becomes truly irresistible, everyone wins.
Want to stay informed and inspired? Explore the latest data and insights shaping women’s sport. Sign up to our mailing list to be the first to hear about new reports and receive our free quarterly newsletter The Download. And if you’re curious about how we can work together, we’d love to hear from you.