Case Study: Fuelling Women Champions Program – Inspiring & Empowering Girls & Women to Stay in Sport

‘Sports provided me with life skills including the confidence to challenge myself, to see the strength in being part of a team, and to understand why actions and words are critical to culture. What fueled my passion to help others enjoy and want to stay in sport was being part of the Fuelling Women Champions initiative by Dairy Farmers of Canada while I worked at The T1 Agency. The benefits of being in sport go beyond physical and health to include mental, social, and emotional. It’s time to help everyone get involved and participate in sport for life’, FSQ CEO, Taryn Lipschitz shares. ‘Tennis Canada’s Second Annual Unmatched Gender Equity in Sport Conference was a great opportunity to connect, learn, and lean into critical discussions and topics. We look forward to continuing those discussions on how we can all work together to make sport more accessible, inclusive, and a quality experience to ensure as many as possible, as long as possible, in the best environment possible.’

Challenge

Despite comprising 40 percent of athletes across all levels of sport, women receive only a minuscule portion of sponsorship dollars in the sports industry, with a staggering 99.6% going to male sports. Additionally, media coverage for women in sports is disproportionately low, hovering between 2-4%. This glaring disparity presented a significant challenge, highlighting the urgent need to address the underrepresentation and lack of support for female athletes. Dairy Farmers of Canada wanted to invest in the future of females in sport to inspire and empower them to stay active for life.

Objective

The primary goal The T1 Agency was tasked with by Dairy Farmers of Canada was to develop a comprehensive program that would tackle the systemic issues surrounding the representation and support of women in sports. The program aimed to raise awareness of female athletes, increase access to viewing and engaging with women’s sports, and ultimately foster greater support for women in the sports community.

Solution

The solution came in the form of the Fuelling Women Champions program, a national, multi-year initiative led by Canada’s dairy farmers. This groundbreaking initiative was designed to advance women in sports through a series of strategic actions:
  1. Awareness Campaign: A robust awareness campaign was launched to shed light on the challenges faced by female athletes and the importance of supporting women’s sports.
  2. Access and Engagement: The program focused on increasing access to women’s sports events and creating engaging experiences for fans across the country.
  3. Partnerships: Strategic partnerships were forged with key organizations and high-profile athletes to amplify the program’s reach and impact. Partners included prominent sports entities such as CWHL, Rugby Canada, and Swimming Canada, as well as renowned athletes like Natalie Spooner, Desiree Scott, and Kaillie Humphries.
  4. Grant Program: A grant program was established to provide financial support to female athletes, teams, and organizations across Canada. Over two years, $250,000 was distributed in grants of $5,000 each, empowering women to pursue their athletic aspirations.
  5. Research Report: The program spearheaded the creation of the Women in Sport—Fuelling a Lifetime of Participation report, a groundbreaking study that illuminated the gender disparities in Canadian sports. The report, the first of its kind, combined academic research with primary data to provide a comprehensive analysis of the challenges faced by female athletes.

Results

The Fuelling Women Champions program yielded significant results in advancing the cause of women in sports:
  • Increased Awareness: The program succeeded in raising awareness of the challenges faced by female athletes and the importance of supporting women’s sports.
  • Enhanced Access and Engagement: By increasing access to women’s sports events and creating engaging experiences for fans, the program fostered greater interest and participation in women’s sports.
  • Empowerment through Grants: The grant program provided crucial financial support to female athletes, teams, and organizations, empowering them to pursue their athletic goals.
  • Research Impact: The Women in Sport report served as a foundational resource for understanding the gender disparities in Canadian sports, informing future initiatives and policy decisions.
Overall, the Fuelling Women Champions program made significant strides in increasing awareness, access, support, and engagement for women in sports, marking a pivotal step towards gender equality in the sports industry. While the full program results cannot be disclosed in this written report, the tangible impact on the sports community is undeniable.

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