A groundbreaking new commercial has underlined that women's sport is big business - and one that sponsors can't afford to ignore. CaoimheSport on the Women’s World Cup ad challenging perception at exactly the right time.
Carlos Gomez, who works at the department of business administration at UZH and authored the study, tellsthere was sufficient evidence to suggest gender biases exist against women’s footballers which impact on the revenue, investment and coverage of women’s football.
“This influences your perception, when you realise you are watching women or men stereotypes can come to your mind. They make us aware of the biases we might have and research has also shown that raising awareness of biases is important to overcome them.” “There’s just so much upside in women’s sports and so much that hasn’t been done yet,” said Jon Patricof, CEO and co-founder of Athletes Unlimited, a network of professional women’s sports leaguesThat much is obvious when you see Hannah Waddingham — the exuberant and brilliant Ted Lasso actor, also known for a sparkling appearance as co-host of this year’s Eurovision song contest — extolling the virtues of women’s sport in an advert for Johnnie Walker whisky, not a product traditionally...
“It’s time we help change that we must do better to ensure women receive the same visibility, recognition and accurate portrayals as their male counterparts.”
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