Overview of our initiatives

We want a world where strong, diverse female role models are highly visible rather than hard to find. Sport is one of the most important public arenas we have – which means that sport has the potential to shift how women are seen and how they see themselves.  

Below is a selection of our powerful events, campaigns and media initiatives that convert our reach into real action.


A programme for 30-40 unstoppable athletes, who all want to be leaders within and beyond their sports. We help them up-their-game through a ‘one of a kind’ programme that provides coaching on a variety of areas from personal branding, social media training and working with sponsors. But that is not enough by itself. We also mobilise a powerful group of ‘activators’, made up of leading figures from sport, business and the media. Activators are at the top of their game and keen to use their expertise and be a key resource for athletes as they pass through the programme.

Launched on 16th January 2020 – read more here.

Apply for Unlocked 2021 here.


WST brings elite athletes together, in person and online. We help forge powerful networks with the capacity to significantly impact on the development of sport. We run events, create platforms, provide media links, comment on policy, signpost jobs and offer development opportunities. The #AthleteInfluencers campaign is based on the belief that we need more elite female athletes woven into every level of sport.

Read more here.


The #BeAGameChanger Awards recognise those individuals and organisations doing the most to advance women’s sport and uses their example to inspire action from others. It’s a high energy, collaborative event that is explicitly designed to encourage action and stimulate change. The Awards also play a part in raising the profile of women’s sport by generating extensive media coverage.

Read more here.


Sky Sports and the Women’s Sport Trust have partnered to encourage everyone to ‘show up’ and support women’s sport by watching, attending or playing.

Watch the video here.
Read an article here.


The Blue Plaque Rebellion is a campaign wanting to unearth and champion women’s sporting history. Women’s sports stories from the past are a treasure trove of inspiration, heroism, and incredible sporting feats. We want to share those stories with future generations.

Read more here.


Getty Images are partnering with Women’s Sport Trust to increase the visibility of female athletes and women’s sports, whilst also challenging the way they are portrayed in imagery. Activities include new creative and editorial collections focusing on women’s sport, two paid internships and establishment of new visual guidelines for the industry.

Read more here.


Edited by legendary sports journalist Sue Mott, The Mixed Zone is our women’s sport online magazine. Honest, heartfelt, funny, and raw – it is where athletes and journalists meet to tell the stories of women’s sport as they have never been told before.

Read more here.


Women’s Sport Trust and Virgin Money Giving launched #OneChallenge to tell great stories of women’s sport in a series of film shorts. Each short film concentrates on the extraordinary stories of two female superstars (and Greg Rutherford) meeting – in many cases for the first time – to discuss the great themes of sport. From muscles to motivation, adventure to parenthood, equality to overcoming terrible adversity.

Read more here.


WST’s #Onside campaign is aimed at highlighting the men and boys who are already supporting women’s sport with a view to encourage others to do likewise. We will partner with leading sportspeople, teams, brands and media influencers to send a message that ‘great sport is great sport’.

Read more here.


WST blends leadership and inclusion expertise with compelling elite athlete voices to deliver in-house and client events with genuine impact. These sessions provide brands with an opportunity to demonstrate that they are serious about inclusion, serious about the talent in their organisations and serious about reaching diverse markets.

Read more here.