SHAPING THE FUTURE OF WOMEN'S SPORT IN NSW
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SHAPING THE FUTURE OF
WOMEN’S SPORT IN NSW
2019 • 2023
CONTENTS
MINISTER’S MESSAGE 5
HER SPORT HER WAY 6
Time to shine! 7
Need for a sustainable, strategic focus 8
Her Sport Her Way 8
Stakeholder engagement and consultation 9
STRATEGY AT A GLANCE 10
Focus across four pillars 11
What will success look like for NSW? 11
HER SPORT HER WAY: Summary of Initiatives 12
1. PARTICIPATION 14
2. PLACES AND SPACES 20
3. LEVERAGING INVESTMENT 28
4. LEADERSHIP 38
STRATEGY IMPLEMENTATION 46
REFERENCES 47
We acknowledge that the Office of Sport is spread across many traditional lands; we pay respect to all traditional owners of these lands
and those who under custodial law are charged with nurturing and protecting country. We pay respect to elders past and present.
2 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 3
MINISTER’S
MESSAGE
As an enthusiastic supporter of women’s sport, I am
very pleased to share the Women in Sport Strategy
– Her Sport Her Way with the people of NSW.
The women’s sport landscape has changed To develop this strategy, the NSW
significantly in recent years. We are Government has consulted with around
currently experiencing an unprecedented 800 stakeholders from sport, government,
interest in women’s elite-level sport and non-government organisations, academia,
a rise in the profile of new female role corporates, advertising and media.
models. Sports are being challenged to
Over the next four years we will be building
provide opportunities for women and girls
a stronger NSW sports sector where
to play sports they haven’t traditionally
women and girls are valued, recognised
played and to offer traditional sports in
and have equal choices and opportunities
different ways.
to lead and participate. I am confident that
It is critical that we capitalise on this this strategy will drive powerful change for
opportunity. girls and women from grassroots to elite
sports.
Her Sport Her Way looks through a
female lens at the way that sport in Now is the time to shape the future of
NSW is delivered, coached, marketed, the women’s sport agenda. I look forward
led, sponsored and consumed. It sets to working with our partners to support
out initiatives to enhance women’s and women and girls as participants and key
girls’ participation as players, leaders and contributors to the sport sector, and I
coaches, to provide appropriate facilities invite you to be part of this journey.
and to attract more investment and the
recognition that women deserve.
Stuart Ayres
Minister for Sport
4 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 5
TIME TO SHINE!
Women’s sport is at a turning point. This is the time to women’s sports, and as gender equality takes ever-
shape the women’s sport agenda in NSW to realise the greater prominence3.
health, commercial and societal benefits of increasing
There has been a significant shift in the sports
female engagement – as participants, fans, role models
marketing landscape with the rapid rise in the
and decision makers.
importance and value of female fans. Female sporting
In recent years, sports have had enormous success personalities present a unique opportunity to reach this
with women’s teams and athletes with national and huge, predominantly untapped market. They can also
international dominance, record crowds, unprecedented carry social and health related messages authentically
broadcast deals, television audiences and digital and are drivers of change.
engagement.
The rise of women’s professional sports is perhaps one
Women’s sport continues to grow in focus for rights of the greatest opportunities to redefine femininity and
holders, brands and media. The sector is booming as equality through powerful role models with diverse
the growth opportunity represented by under-engaged portrayals of what being a girl or woman is.
females is recognised, as brands demand a focus on
The public and media hunger has never
For Australian sport, 2017 will go
been higher – there is more buzz and
down as a landmark, a milestone, a
eyeballs. We’ve been captivated by
watershed, the year the dam broke and
women’s sport, and it is igniting
women flooded into professional sport.2
stories everywhere.
Nicole Jeffery, Sports Journalist
Jacqui Mooney, Editor
The Australian
Australian Women’s Health
HER SPORT
HER WAY Women are the fastest
growing sports fan
In Australia, the
segment worldwide.*
women's sport
Participation in sport at any level, from grassroots to
audience topped
10 million+
high performance, contributes to healthy and active
living. Women and girls who participate in sport can 10m in the most recent viewers
realise significant physical, psychological and social seasons (AFLW, WBBL
benefits. Equitable opportunity to participate and W-League, SSN).#
be involved in sport should be the right of every girl
Girls worldwide who play sport are more “There is a lot of excitement about women’s
and woman regardless of background or ability.1 sport. On the weekend that AFLW launched#
likely to attend and stay in school, more
#AFLW had more tweets about that game than
likely to finish their education, more likely any other game that week – across all codes.”
to be in better health and earn higher Female sporting personalities reach
Olly Wilton – Head of Sport, Twitter Australia
wages during the course of their lives. huge untapped markets, and inspire
The Honourable Dame a whole new generation of kids.
Quentin Bryce AD CVO
There is massive
potential to grow the
sponsorship base for
women’s sport.
#
Nielsen Sports, 2018 * Repucom, 2015
6 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 7
STAKEHOLDER ENGAGEMENT AND CONSULTATION
Stakeholder engagement events included workshops, non-government organisations, academia, corporates,
focus groups and an International Women’s Day Sport advertising, public relations agencies, broadcast, and
Leaders’ Breakfast. Around 800 stakeholders were media. Quotes from various stakeholders have been
consulted from all levels of sport and government, included through the strategy with permission.
794 people consulted
NEED FOR A HER SPORT HER WAY
5% Academia
SUSTAINABLE,
40% Sporting Code
STRATEGIC FOCUS This strategy – Her Sport Her Way, affirms the NSW
Government’s commitment to empower women and
7% Advertising/
PR/Comms
girls to have full access to opportunity and choice,
be valued for their diversity, be recognised for their
While impressive advances have been made, there is contribution, and be able to participate in all aspects
still a long way to go. Females continue to be under- 6% Brand
of life freely and safely.4
represented across participation and in leadership Corporate
roles at all levels of sport, with inequity in salaries and Comprising a framework of initiatives across four
prize money, media coverage, access to facilities and strategic pillars of Participation, Places and Spaces, 13% State and
resources. Leveraging Investment and Leadership, Her Sport Her Federal Govt
Way aims to remove barriers and improve participation
The issues affecting participation and leadership for of women and girls across all levels and roles in sport
women and girls in sport are well established, and in NSW.
are the result of deeply entrenched practices, cultural
The strategy development process involved consultation 24% Local Govt
norms and stereotypes that have been perpetuated 5% Non-government
and reinforced in broader society for many years. with a diverse group of almost 800 stakeholders, a
global evidence review by the University of Sydney
The rise in profile of elite female athletes and the and analysis of media and consumer insights.
increase of girls and women playing ‘non-traditional’
female sports is challenging gender norms. The visibility This all led to one major insight:
of women in sport must be enhanced to inspire young Top priorities for NSW Government identified by stakeholders
girls and to normalise female participation.
A strategic approach is needed to ensure that current
momentum drives sustainable change and a new Dedicated funding Governance and policy
sporting culture. Growing women’s sport makes sense • Invest in female • Increase women in leadership
from equity, social, economic and population health friendly facilities positions on and off the field
perspectives.
• Attract female events • Recognise and profile
to NSW good practice across NSW
• Resource the sector • Link funding to gender
to innovate inclusive guiding principles
For women’s sport to be successful
and sustainable we need to
fundamentally rethink, through a
It’s (women’s sport) now captured female lens, the way that sport is Capability development New and innovative partnerships
the imagination of the public. It’s now delivered, coached, marketed, led, • Provide research, data insights • Provide a platform for
about putting the shoulder to the sponsored, and consumed. and tools to build capability connecting brands, investors
wheel and making that sustainable across sectors to innovate, and sports looking to grow the
and making sure these athletes are leverage investment, and game for women and girls
paid what they are worth. drive culture change • Develop a more sophisticated
Her Sport Her Way is an articulation of the female lens
• Support key influencers and collaborative approach
Kate Palmer, Chief Executive applied to sport in NSW. The strategy systematically
(coaches, teachers, parents, to sponsorship
Sport Australia works across the four pillars applying the Her Sport Her
peers) to inspire and empower • Lead a communication strategy
Way lens. It identifies a suite of well-informed initiatives
that provide a clear role for the NSW government to women and girls to participate to leverage existing state and
work with the sector and new partners in innovative • Leverage and measure return national campaigns, bridge gaps
ways to shape the future for women and girls. The on investment and grow profile and visibility,
initiatives will be implemented over a four-year period drive consistent messaging and
subject to resources. empower young girls
8 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 9
HER SPORT HER WAY FOCUS ACROSS
FOUR PILLARS
WHAT WILL SUCCESS
LOOK LIKE FOR NSW?
STRATEGY AT A GLANCE
PARTICIPATION
The Office of Sport has designed a series of initiatives across four strategic pillars, Participation, More women and
Places and Spaces, Leveraging Investment and Leadership. We’ve applied the ‘Her Sport Her Way’ Increase the number girls playing sport
lens to each pillar to achieve the vision of enabling women and girls to be valued, recognised of women and girls
and have equal choices and opportunities to lead and participate in sport in NSW. playing sport
Improved
PLACES retention of
Female AND SPACES adolescent girls
Friendly
Facility
in sport
Female Sport facilities
Attracting & Investment Friendly Lead, guide, inform that meet the
Leveraging Facility and invest in the current and
Events Guidelines provision of sport future needs
& Tools facilities that support of female
women and girls participants
and fans
Consortium Bright
of Heroes – Ideas
New Funding Design
Sources Challenge
LEVERAGING Gender inclusive
INVESTMENT sporting cultures
ROI Framework,
Roundtable, Funding,
Consumer Maximise investment in
Think Tanks &
Insights Report women’s sport across
& Trendspotter
Workshops
the sporting sector, Major women’s
Forum corporate sector, sporting events
media, social media secured and
and government showcased
Campaign to Participation
Unite Initiatives Framework
& Stakeholders Tool
More women in
LEADERSHIP leadership positions
on and off the field
Girl
Female Empowerment Support the sector to
Coaching Leaders Program & increase the number of
Framework Coaching
of Change women in leadership
Program, Module Increased investment in
positions on and
Toolkit off the field, and women’s sport across the
& Awards develop inclusive sporting sector, corporate
sporting cultures sector, media, social media
and government
10 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 11
HER SPORT 3. LEVERAGING
INVESTMENT
4. LEADERSHIP
HER WAY 3.1 Build confidence across the sport, corporate and
government sectors to maximise investment in
4.1 Set targets for gender balance and promote
good governance principles
Summary of Initiatives women’s sport
Adopt Sport Australia’s Mandatory Sports
•
• Establish a Collaboration Roundtable to explore new Governance Principles target of 40% of women on
approaches to sponsorships and partnerships boards for state sporting organisations by 2022
• Work with sector partners to develop a Framework Develop and apply gender equity principles to
•
for measuring Return on Investment (ROI) for Office of Sport funding programs and relevant
women’s sport contract agreements
2. PLACES
1. P
ARTICIPATION • Develop Consumer Insights Reports and conduct
AND SPACES Trendspotter Forums bringing together key
stakeholders
4.2 Build the capability of NSW state sporting
organisations to increase women in leadership
roles and on boards
1.1 Reduce barriers to participation and create 2.1 Improve places and spaces across the sport
3.2 Use new and innovative approaches to generate
innovative, inclusive sport experiences that facility hierarchy: National/State (Stadia); High
funding that taps into corporate value alignment
reflect what women and girls want Performance; Regional; District; and local to •
Establish the NSW Sport Leaders of Change
with women’s sport and societal benefit
better support women and girls Program to support targeted sport CEOs improve
outcomes for women and girls
• Establish a Her Sport Her Way grant program to
• Explore a consortium approach to facilitate Develop resource portal linking to information, tools,
•
support increased participation of women and girls •
Plan and provide for Female Friendly (FF) facility
partnerships with the corporate sector scholarships, mentoring programs and campaigns
both on and off the field investment across NSW
Work closely with sports on strategies to improve
•
• Conduct Innovation Think Tanks and Participation •
Develop a NSW Sport Infrastructure Strategy which
culture and opportunities for women
Planning workshops with sport sector and new has a focus on supportive environments for women
partners and girls
• Develop the Participation Framework for Women •
Conduct Bright Ideas Design Challenge for
3.3 Unite all initiatives and stakeholders under the
and Girls resource and on-line tool for sports to drive cost-effective FF facilities
Her Sport Her Way banner to amplify messaging
participation •
Develop a suite of FF tools including principles, across touchpoints 4.3 Develop the NSW Female Coaches Framework
• Undertake targeted marketing and engagement of design guidelines and access templates
to attract, develop and retain female coaches
diverse providers to promote gender equity of the •
Work collaboratively across the facility hierarchy across all levels of sport
Active Kids Program to promote and apply FF principles, guidelines • Develop a communications strategy, branding and
and templates messaging kit to unite and engage stakeholders
and partners •
Engage key partners in the development of a
framework to address the barriers to participation
for female coaches from community through to
1.2 Support key influencers like parents and coaches high performance sport
to facilitate girls’ participation •
Develop a targeted ‘awareness to action’ campaign
3.4 Attract national and international women’s to inspire women and girls to coach
events to NSW to leverage investment Establish the Her Sport Her Way Coaches’ Alliance
•
• Scale up of the award winning girl empowerment opportunities and drive positive legacy as a platform for networking and mentoring female
program Dads and Daughters Exercising and
coaches
Empowered (DADEE)
• Secure funding and support for upcoming •
Implement initiatives to attract, develop, retain and
• Develop a specific coach education module for
international events progress high performance female coaches
coaching girls
• Work closely with NSOs/SSOs/clubs to better align
and maximise event legacy opportunities
• Leverage event investment to strategy messaging,
branding and resource materials
4.4 Recognise and celebrate the achievements of
leaders in women’s sport
Establish annual Leaders of Change Excellence
•
Awards to be announced by Minister for Sport on
International Women’s Day
12 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 13
FUNDAMENTAL MOVEMENT SKILLS 74% 33%
1. PARTICIPATION Sport participation can lay the foundations of movement
skills for lifelong participation, however in NSW the
gender imbalance is clear from an early age. NSW
girls are behind boys in the acquisition of key skills,
54% 16% 74% 33%
demonstrating a significantly lower mastery level of
kicking and throwing.7 This may impact on girls’ ability
Rationale: and willingness to participate in many team sports. Demonstrated advanced Primary school Secondary school
Improving and increasing girls’ and women’s kicking skills
participation in sport is essential to reap the
associated social, mental and physical benefits 52% 18% 67% 30%
Objective: Demonstrated advanced Primary school Secondary school
To increase the number of throwing skills
women and girls playing sport
FEMALE PARTICIPATION DRIVERS AND BARRIERS
To engage more women and girls in sport, we need
Universal barriers to participation
NSW STATE OF PLAY to first understand what factors influence choices to
engage with sport at different life stages.
A girl’s or woman’s relationship with physical activity Fear of judgement is the main barrier for girls and
The sport sector is recognised as a critical setting for and sport is very complex and is based upon a web of women because of:
promoting health enhancing physical activity across personal, social and environmental influences which
the general population. Despite numerous benefits change with life stages.
associated with sport participation, namely physical,
Examples include during adolescence, feeling a
social and mental health, rates and patterns of
disconnect after leaving school, a lack of sporty role
participation fluctuate throughout the life course.5
models and loss of ‘cool factor’. For new mums, guilt
According to AusPlay, only 21% of NSW girls (0-14 can be associated with leaving their newborn baby.
years) participate in organised sport and physical Focussing on isolated motives or barriers like time Appearance Ability Priorities
activity outside of school hours three times a week. or cost misses the point.
Boys’ rates are consistently higher and increase with age, However, research behind VicHealth’s ‘This Girl Can’
while girls’ rates plateau when reaching adolescence. campaign found a universal barrier across life-stages:
Core values informing women’s
women feel intimidated and/or embarrassed to exercise
AusPlay data shows women and girls from disadvantaged
in public because of a fear of judgement around their
behaviour and decision making
areas participate consistently less than those in least
appearance, ability and priorities.8
disadvantaged areas.6
A 2015 study by Women in Sport UK identified six core
values which inform women’s behaviour and decision
making. These values represent what is important to FE
Participation in organised sport and physical activity outside of school hours - 3 times per week OD EL
women in modern life and how they want to spend their GO IN
G
ING GO
time and energy. These values will be dialled up and OK OD
down for different women and at different stages in LO
50%
their lives.9
44%
40%
39% Sport can learn from these insights, drivers and barriers
NURTURING MY
FRIENDS AND
specific to females to improve the delivery and tailor
ACHIEVING
MY GOALS
32% their offerings accordingly. HAPPINESS
FAMILY
33%
30% 33% CONTENTMENT
Male SELF WORTH
20% 22% Female
10% DE
V N
MY ELO FU
2% SK PIN G
N
ILL G VI
0% 1% S HA
0-4 years old 5-8 years old 9-11 years old 12-14 years old
14 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 15
In addition to financial support, stakeholders wanted
more data, insights, training and tools to build capacity
to innovate, test new ideas, products and approaches
aimed at increasing female participation.
Stakeholder consultations also indicated that a whole of
game approach to bridge the gap between the elite and What’s really essential for girls is having
grassroots levels was important to increase participation role models – in elite sportspeople; but
at the community level.
even more so role models in each other.
#TeamGirls helps girls realise they don’t
have to search very far to find people in
their life that will give them the confidence
WHAT’S NEEDED TO DRIVE to be a really amazing version of
FURTHER PARTICIPATION? themselves and realise their potential.
Clare McMeniman
former Diamond (Netball)
There is no better time for women and girls to reap
the benefits of participation in sport. The following
recommendations have been developed to impact
THE SOCIAL ECOLOGICAL MODEL: across all levels of the Social-Ecological Model.
A FRAMEWORK FOR INCREASING PARTICIPATION
There is no single solution to increasing girls’ and Her Sport Her Way aims to drive participation growth
women’s participation in sport. The Social-Ecological via two approaches, supporting the sector to create
Model (SEM) works on the principle that to drive inclusive sport experiences that reflect what women
societal change, you need to act across multiple levels and girls want, and by supporting the key influencers,
of the model simultaneously.10 This approach is more like parents and coaches to inspire participation.
likely to sustain impact over time than any single
The Sport and Active Recreation Intervention &
intervention. The value of applying this approach
Epidemiology Research (SPRINTER), University of
to sport and women, is that it not only identifies
Sydney Evidence Review recommends that creative,
the individual factors influencing participation, it
imaginative and insight-driven approaches are needed
appreciates the complexity in which each factor
to increase female participation. To have wide appeal,
interacts.
sport must align with women and girls’ core values
– reflecting what is important to them at a specific
stage in their lives.4
Social-Ecological Model for system-wide change
Setting influencers: Close influencers:
• Sporting coaches • Parents
• Teachers • Other family influencers
• Workplaces (siblings, grandparents)
Reinforcing influencers: • Friends
• Group leaders
• Brands/Organisations
• Sports people, musicians, actors
• Social influencers
Partnerships can play a
major role in effecting Societal Community Relationship Individual
societal change at all levels
16 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 17
1. PARTICIPATION CASE STUDY
DADS AND DAUGHTERS
EXERCISING AND EMPOWERED,
UNIVERSITY OF NEWCASTLE
STRATEGIES INITIATIVES
1.1 Reduce barriers to
participation and create FUNDING Dads and Daughters Exercising and The daughters’ education sessions focus on
Empowered (DADEE) is a world-first developing key social and emotional skills
innovative, inclusive sport
including self-control, persistence, critical
experiences that reflect lifestyle program developed by the
• NEW GRANT PROGRAM: thinking, resilience, and self-reliance.
what women and girls want University of Newcastle targeting fathers
Establish Her Sport Her Way annual grant program to support participation The practical sessions focus on three key
growth for girls and women both on and off the field. Projects may as the agents of change to improve their
areas: rough and tumble play, fun fitness and
include innovative participation opportunities, strategic planning, capability daughters’ physical activity levels, sport fundamental movement skills.
development as well as leadership, mentoring, scholarship and coaching skills and social-emotional wellbeing.
initiatives. This initiative will be enhanced through sector training via Research outcomes from the program show
Research has consistently demonstrated the that both fathers and daughters have improved
Innovation Think Tanks.
unique and powerful influence dads have in physical activity levels and the quality of their
• ACTIVE KIDS: shaping physical activity behaviours, learning relationship also benefits.
Undertake targeted marketing and engagement of diverse providers to ability, self-esteem, body image, social skills and
resilience, particularly for girls. After participating in DADEE, girls felt better
promote gender equity of the Active Kids Program.
about themselves, had stronger relationships
DADEE was conceived in 2014 in response to the with their fathers and were more active
decline in physical activity seen in adolescent within the family. There were also dramatic
INSIGHTS & TOOLS girls in Australia and the associated risks to their improvements in sport skills and participation
future physical and psychological health. and new-found confidence.
• PARTICIPATION FRAMEWORK: The DADEE program includes nine weekly sessions By improving girls’ confidence in kicking,
Develop the Participation Framework for Women and Girls resource and of 45 minutes including education sessions for catching, throwing, striking and bouncing, the
on-line tool in partnership with the Sport Australia to help sports develop dads and daughters separately, and practical program has put these DADEE girls on a new
and implement strategies to drive participation at all levels. sessions with dads and daughters together. trajectory where they will be much more likely
DADEE uses a range of evidence-based to lead a physically active lives and engage in a
strategies to teach fathers about the significance broader range of community sports.
TRAINING & EDUCATION of their relationship and how to emotionally The biggest impact of the program for
connect with their daughters. many fathers was not necessarily what they
• INNOVATION THINK TANKS AND PARTICIPATION WORKSHOPS: anticipated. Although they may have enrolled
to help their daughter become more active or
Conduct Innovation Think Tanks and Participation Planning workshops with
more interested in sport, they left with a greater
sector partners to build capability and support practices to increase female
understanding of their unique and powerful
participation and improve the experiences of women and girls.
influence on their daughters and how the way
they interact with their daughters can profoundly
1.2 Support key influencers influence their wellbeing.
like parents and coaches TRAINING & EDUCATION
to inspire women and Importantly, the program develops in girls the
girls to participate critical thinking skills and resilience to address
• GIRL EMPOWERMENT PROGRAM: barriers related to gender.
Scale up of the University of Newcastle Dads and Daughters Exercising and
Empowered (DADEE) program through the Office’s regional services and
the sport sector.
• COACHING RESOURCE:
Review and influence coach education with the intention of building
awareness of the barriers to female participation. and developing a new
‘coaching girls’ module and resource materials.
18 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 19Inappropriate and inadequate sport infrastructure
was commonly identified by stakeholders as a barrier
to women’s and girls’ sports participation. It is also
GOVERNMENT, SPORT
2. PLACES
understood that design can either facilitate or impede AND COMMUNITY INPUT
women’s and girls’ use of sport places and spaces.
Ensuring facilities are appropriate by applying universal IS NEEDED
AND SPACES
design principles, prioritising safety, having family
friendly social spaces and being clean and easily
accessible are also important. Providing access to places and spaces for sport and
active recreation remains an ongoing challenge. All tiers
Other influences include the variety of sport content of government, the sector itself and the community
available and equity in the scheduling of sport have a role to play. Significant commitment and
programs. Stakeholder consultations provided many investment from the whole sector is required to provide
stories about female teams and individual athletes redeveloped and new facilities that meet the needs and
Rationale: not receiving equal access to playing spaces, training expectations of female sport participants, officials, high
venues and appropriate sport programs and other
The availability of, and equity of access to resources such as equipment. Even when women and
performance athletes, fans, spectators, volunteers, paid
staff and the media.
safe, comfortable, and inclusive sport places girls received access to the best quality facilities, they
Collaboration across all levels of government and the
were often scheduled at the worst times. Entrenched
and spaces encourages and enables women attitudes and unconscious bias, particularly around sport sector is required to gather the evidence to plan
and girls to participate traditionally male sports, have influenced resource and prioritise the future sport facility requirements
and investment is needed to meet current and future
allocation and limited the opportunities for women
and girls. demand.
Objective:
Lead, guide, inform and invest in the provision of
sport facilities that support women and girls
of survey respondents voted leveraging
FACILITIES INFLUENCE PARTICIPATION investment in improved facilities for
female players and fans as a top 3
Sport infrastructure is a core enabler of strategies The equitable provision of, and access to high quality priority for Government.12
designed to grow women’s and girls’ sports female friendly sport and active recreation facilities
participation, improve high performance sport is critical to supporting and growing participation
outcomes, drive sport related tourism and foster sector opportunities for women and girls. There is a significant
sustainability and business outcomes. positive relationship between sports participation and
provision of sports facilities across both metropolitan
and regional areas.11
20 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 21APPLYING THE HER RESEARCH, INNOVATION
SPORT HER WAY LENS AND PARTNERSHIPS
TO FACILITIES
At all levels, ongoing stakeholder consultation and
Sport and recreation facilities are typically categorised research is critical in determining the needs and in
into a facility hierarchy based on characteristics the design and management of sport facilities. Office
including the type of competition, training and events of Sport has commenced this important work. For
held at the facility as well as additional services and example, the Office commissioned the 2018 Sport
connectivity to the community. Planning and investment Facility Needs for Multicultural Communities study
for National/State level facilities will require ongoing which found 23% of females compared to 15% of
consultation to ensure the needs and expectations males considered safety as an important feature when
of professional women’s sports and female fans are choosing a sport facility.
addressed. Government has a role in leading the design, planning
Applying a gender lens in the design of Regional sport and management of sports facilities to enhance
hubs and regionally significant facilities will improve women’s and girls’ sense of belonging, connectivity and
and increase the opportunities for female participants safety that lead to increased engagement in sport.
and those in support roles. Local and Neighbourhood Innovative solutions should be explored through
level facilities provide the introductory access and partnerships between all levels of government and
opportunity for local and club level participation for all sector stakeholders. This will assist in leveraging
women and girls. economic, health and social outcomes and
To address all the challenges, the sport sector will need strengthening the value proposition of sport and
to adopt a more flexible and collaborative approach to active recreation. Innovation should address new
the provision and use of facilities so that availability and trends including emerging sports and the increasing
access is increased while providing appropriately for technological advances driving participant, fan, and
women and girls from diverse backgrounds. In future spectator expectations.
the Her Sport Her Way lens will need to be applied to
planning, design and management of new facilities,
and retro-fitting existing facilities.
Cricket Australia’s 2017
audit of facilities reported
that of the 1,775 “Many of our facilities
“A key issue which is NSW facilities are inadequate especially
going to cause tension when it comes to
and affect the talent meeting the needs of
pathway from improving female players which is
at the same rate as the concerning given that
professional level is the this aspect of our game
lack of facilities that continues to grow with
accommodate girls and almost a quarter of
women at community registered players
have female friendly
sport grounds.” being female.”
facilities which is below the
Natalie Fagg national average of 19% Stuart Hodge
Sydney Swans CEO, Football NSW
Cricket Australia
Facility Audit
22 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 23WHAT’S NEEDED TO
ENSURE SPORT FACILITIES 2. PLACES AND SPACES
MEET THE NEEDS OF
WOMEN AND GIRLS?
A strategic approach to places and spaces which STRATEGIES INITIATIVES
incorporates research, innovation and partnerships is
key to increasing suitability and access for women and
girls now and into the future. This approach has been 2.1 Improve places and spaces
incorporated into the following recommendations. across the sport facility INVESTMENT
hierarchy: National/State
(Stadia); High Performance;
• NSW SPORT INFRASTRUCTURE STRATEGY:
Regional; District; and Local
to better support women Develop a NSW Sport Infrastructure Strategy which has a focus on
and girls supportive environments for women and girls.
• FEMALE FRIENDLY FACILITY INVESTMENT:
Plan and provide for female friendly facility investment across NSW.
• BRIGHT IDEAS DESIGN CHALLENGE:
Conduct a bright ideas design challenge to elicit new design models for
cost-efficient construction of female-friendly facilities.
Improving the quality of existing surfaces,
lighting and amenities was seen as
the minimal critical strategy to reduce TOOLS
immediate barriers for women’s and
girls’ participation in sport. • FEMALE FRIENDLY PRINCIPLES:
Sydney District Sport Facility Plans Develop principles for sport places and spaces at all levels. Champion and
– Local Government Focus Sessions, promote adoption of principles across the government and sport sectors.
April 2018 • FEMALE FRIENDLY DESIGN GUIDELINES:
Develop guidelines for stadia, high performance, regional and community
sport with consideration given to athletes/participants, fans, community,
media and facility funders.
• ACCESS POLICY AND PRINCIPLES:
Develop model policies and principles for the allocation and use of sport
facilities for councils and facility operators for male and female teams/
events.
EDUCATION
• Provide opportunities for knowledge sharing on Universal Design Principles
though forums and workshops.
INSIGHTS
• Implement a research project to look at culturally diverse populations’
sport participation needs (including female specific needs) to inform
facility planning.
24 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 25The culture shift CASE STUDY
GWS GIANTS FACILITY
included displaying SYDNEY OLYMPIC PARK
images of the Giants
AFLW and Netball
In June 2016, the GWS Giants were one of Critical to the success was creating a new
eight AFL clubs granted an AFLW licence sense of club, a facility that integrated inclusion
through design and a feeling of belonging for
for the inaugural 2017 season. Only months
players throughout
the three teams. The culture shift included
later, the Giants entered a partnership displaying images of the Giants AFLW and
with Netball NSW to form Giants Netball, Netball players throughout the facility and being
the GWS Giants competing in the Suncorp Super Netball flexible in scheduling. The high performance
league, laying the foundations for a super culture of learning from each other that had been
introduced via the men’s program several years
club in Western Sydney.
facility.
earlier was dramatically enhanced along the way.
The club had less than five months to redesign
The changes resulted in a facility that reflects
the existing GWS Giants facility at Sydney
its club’s three elite sports teams, GWS Giants,
Olympic Park to meet the high performance
Giants AFLW, and Giants Netball. The design
training needs of two new elite women’s
utilised a practical, modest budget to integrate a
programs. The existing facility had already been
retro-fit model that created a comfortable, safe
re-designed to meet the needs and expectations
and high quality facility for all teams and staff.
of the 40+ male AFL playing group and 40
The facility’s functional design was modified to
support staff. While the facility was ideal for
ensure access to all areas and new fit for purpose
the men’s AFL program, there were no specific,
female change rooms were built.
standalone amenities to cater for the AFLW
program, nor were there any lights on the The Giants identified two key learnings which
training field to cater for the extended AFLW could be applied to other facilities and sports.
training hours. Timelines were tight! Firstly, all new facility design briefs should
specify multi-purpose and flexible design as
The AFL’s decision to schedule the AFLW season
well as functionality with the capacity to meet
prior to the men’s AFL season avoided season
new growth markets. Secondly, provision of a
duplication and overuse of the facility in peak
suitable number of toilets and showers to cater
times. However, a willingness and commitment
for multiple high performance training squads is
to the female programs at all levels of the Giants
essential.
was needed to allow the existing structures to be
extended to meet new functional requirements of
the AFLW and Netball programs.
26 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 273. LEVERAGING
INVESTMENT
Rationale:
The rise in profile of women’s sport represents an
opportunity to sustainably grow women’s sport by
attracting and leveraging investment. To attract
that investment, we must highlight the value of
Women’s sport represents a greenfield opportunity for
female fan bases, role models, social impact, investment for corporates and brands. In an era where
and purchasing power. brands are increasingly being held accountable to show
social value and equality, women’s sport represents an
opportunity for brands to communicate positive health
and social messages to their customers and make use
of top female sporting talent as role models. Women’s sport has been traditionally
Objective: under-utilised by sponsors, but it is now
The rapid rise in the importance, influence and value
Maximise investment in women’s sport across the of female fans and athletes has been a distinctive shift being recognised for its ability to hold
healthy values, its clean image, its ability to
sporting sector, corporate sector, media, social media in the Australian sports marketing landscape. Fans are
at the centre of sports marketing, and female sporting build confidence in girls, and its powerful
and government personalities present a unique opportunity to reach a role models with interesting stories.
huge, predominantly untapped market.
Tim Underwood
For Australia’s major sporting codes, engagement GM – Commercial, Netball NSW
with women is integral to their future. Codes have a
big opportunity right now to facilitate a new style of
investment and partnerships that will revolutionise the
professional version of their game, and grow a new
THE VALUE PROPOSITION participant, audience and fan base. With the changing
media landscape, women’s sport has the potential to
raise profile and generate revenues in a different way.
There is a strong case for investment in women’s sport
– the value proposition is clear and it is a win-win-
win for all involved. Consultations showed that there
are shared values which are central to women’s sport
(as the product), consumers who watch, participate
and engage with the sport, and investors (brand/
corporates, broadcasters/media, government, and
PU
N
sporting codes) who see value in investing in the
RP
IO
product. The win-win-win model (right) illustrates Women’s Young girls are just as into sport as
OS
IT
this relationship. Sport boys, but they don’t have as many
OS
E&
role models as boys. Our latest KIDS &
OP
Women’s sport is providing a powerful connection
ST
SPORTS Study found that 5-17-year old
PR
between businesses and brands wanting to tap into
OR
WIN-WIN-WIN girls could list only half as many role
E
values-based positioning. Authentic connections,
YT
LU
shared values, and purpose-based story-telling are VALUES models at the professional level as the
VA
EL
what helps realise the value and propel it forward. boys could in the same age group.13
L ING
For government, the links between sport, physical and Ben Cox
mental health, and wider societal benefits are well Investment Consumer
Vice President and General Manager,
proven. Professionalisation of women’s sport has the Nickelodeon Australia
ability to increase participation in sport by normalising
female participation through providing positive role AUTHENTIC CONNECTIONS
models and a pathway for girls to continue playing
competitive sport. Major events provide tourism,
investment and social opportunities.
28 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 29STAKEHOLDERS’ VIEW OF THE UNIQUE
VALUE PROPOSITION OF WOMEN’S SPORT
The competitive advantage offered
by women’s sport is in the depth
of engagement, accessibility and
Respected and loved brands, have a
clear purpose. Today, people don’t just storytelling ability of talent, direct
want to buy something, they want to
buy into something. They seek brands
that deliver both great value and
of people say they would watch
more women’s sport if it was
access to grassroots level of sport,
great values. There is a cause-and-
effect relationship between financial
performance and purpose.
accessible free on TV or online.14
and a positive brand association.
Millennials and Gen Xers are looking
for brands they can believe in.
Sports’ fan base, media coverage and
attention-grabbing athletes are the
highest profile channels for companies
to promote their values and drive
positive legacy change. The competitive advantage offered
Gayle While by women’s sport is in the depth
Deputy CEO of Clemenger BBDO of engagement, accessibility and
storytelling ability of talent, direct
access to grassroots level of sport,
and a positive brand association.
Kayla Ramiscal
Nielsen Sports
Our AFLW sponsorship has achieved
higher brand consideration and hugely
positive social sentiment. Our AFLW
social videos achieved broad reach and
many of our digital stories were watched
to 100% completion. NAB AFLW content
The emotional connection of AFLW
collectively reached a total of 6.6m
players, depth of their stories, and lack
people across our channels.
of off-field scandal has given AFL a
Thomas Dobson new kind of value. With men players,
Head of Media & Partnerships at NAB we shut down stories. With women
players, we let the stories flow.
Darren Birch,
General Manager
- Growth, Digital and Audience at AFL
30 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 31EVENTS ARE CENTRAL TO LEVERAGING INVESTMENT
NSW is leading the way in hosting and bidding for major
women’s sport events. Events and family experiences
are central to fan engagement and participation
strategies.
Having hosted the 2015 Netball World Cup and the
2017 Women’s Rugby League World Cup, the NSW
Government continues to work with the sector to Community engagement is built into
support women’s sports events, ranging from grassroots all Matilda’s home games. The players
competitions such as the annual Koori Netball love being on the pitch after games and
Tournament through to world championships such as meeting their fans. We couldn’t get them
the ICC World T20 2020. off the pitch after the Brazil games.
NSW Government support of events is led with a legacy
Emma Highwood
focus, ensuring that the sector has the facilities and
resources to enhance participation opportunities for Head of Women’s Football, FFA
women and girls before, during and after events have
been held in NSW. Events provide the opportunity
to inspire the next generation, provide opportunities
for NSW athletes to compete in front of friends and
family, engage local communities, and deliver economic
benefits to the people of NSW.
Events drive...
Engagement
CREATING A MOVEMENT: Investment
opportunities
& fan growth
A UNIFYING BANNER
The Social-Ecological Model (SEM) which has been
applied to the participation pillar works on the principle
that in order to drive societal change, you need to act Culture shift Future
across multiple levels simultaneously. This becomes - If she can see it, participation
even more powerful with a unifying brand she can be it through legacy
and consistency in messaging at all levels. and strategic
alignment across
Stakeholder consultations revealed a desire for a a code
unifying brand to help build an elevated common focus
– rising above day to day competition between codes to
much wider social value.
There is tremendous opportunity for the wider sporting
sector to unify and empower girls and women with
sport, driving culture change together. Her Sport Her
Way has been designed to be that banner. All initiatives
and partnerships under this strategy will be branded
as such, signifying to consumers that the initiative has
been designed with her in mind. A communication
strategy, messaging guides and templates will help
generate a consistent focus, ensuring all efforts
contribute to the bigger picture objective.
32 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 33MEASURING VALUE
AND ROI 3. LEVERAGING INVESTMENT
With 85% of Twitter users who are
A major barrier to investing in women’s sport revealed
through consultation is that existing sponsorship watching live sports content being under
models are largely based on eyeballs on TV. This doesn’t 35, Twitter is an interesting way to reach
apply very well to women’s sport as women, particularly millennial audiences. Content can be provided
younger women, don’t watch much TV. Early sponsors in more snackable ways, with audiences able STRATEGIES INITIATIVES
of women’s sport often described it as a ‘leap of faith’, to engage in ways that suit them.
as there is no measurement framework available. The
Olly Wilton 3.1 Build confidence across
resounding message is that a new yardstick is needed
the sport, corporate and SECTOR CAPABILITY
to measure and track the value of women’s sport. Head of Sport, Twitter Australia
government sectors to – COLLABORATION, INSIGHTS, TOOLS
Focusing on TV audience and reach is an outdated maximise investment in
metric as less people are watching live sport on women’s sport • ROI FRAMEWORK:
television and those remaining on the platform are from
Work with the sporting codes and the private sector to develop a framework
older, largely male segments. As the influence of social
media networks grows, the time spent interacting with that measures value and ROI for women’s sport and test ideas in the market.
social media displaces time spent with traditional forms • COLLABORATION ROUNDTABLE:
of media including TV, radio, magazines, newspapers
Establish a collaborative roundtable involving digital leaders, sporting
and radio.15
codes, brands and agencies to develop nimble and more sophisticated
WHAT’S NEEDED TO
Young people in general are watching much less TV, approaches to sponsorships and partnerships.
and spending more time on social media and digital.
• INSIGHTS & TRENDSPOTTER FORUM:
A recent OzTAM report shows that over 65’s spend
an average of 135 hours a month watching live TV,
REALISE THE VALUE OF Develop Her Sport Her Way Consumer Insights Reports and Trendspotter
compared to 26 hours a month by 18-24 year olds, WOMEN’S SPORT? Forums which bring together all the latest evidence, case studies,
and just 20 hours a month by teens.16 and learnings from sporting codes, brands, media, social media and
government. Use the forum as an opportunity to facilitate connections
The case is even more significant for younger women, between sporting codes and brands to map and align their values.
with new research revealing that young women are the Key elements in driving better commercial decisions
most prolific users of all types of social media. Females across the board include better measurement and 3.2 Use new and innovative
aged 14-24 now spend a staggering 14 hours per week sponsorship frameworks; deeper consumer insights approaches to generate NEW APPROACHES TO INVESTMENT
using social media. The average Australian aged 14+ into perception and value; a greater understanding of funding to tap into
spends almost six hours per week on social media.15 the value proposition of women athletes; data on the corporate value alignment • CONSORTIUM OF HEROES:
impact of role models on brand and participation; and with women’s sport
an understanding of the next generation and future Explore a consortium approach to facilitate and manage partnerships with
interest and value. Further, a united focus on the wider the corporate sector that support Her Sport Her Way and adhere to an
societal benefits of women’s sport, and the opportunity agreed set of principles and criteria.
to celebrate successes and learn from each other will
help drive culture change. These elements have been 3.3 Unite all initiatives and
included into the following recommendations. stakeholders under the CAMPAIGN
Her Sport Her Way banner
to amplify messaging • Develop a communication strategy, branding and messaging kit to unite the
across all touchpoints women’s sports sector to:
-
Develop unifying branding and messaging to promote engagement and
participation in girls’ and women’s sport.
-
Leverage existing campaigns to drive action locally.
-
Assess the need for campaigns where there are gaps in the market.
-
Increase visibility of role models to inspire participation.
-
Provide partner branding and marketing templates to partners that meet
Her Sport Her Way criteria.
elebrate partners and recognise their leadership through joint media
- C
announcements, social media content and profiling at key events and forums.
3.4 Attract national and
international female EVENTS
events to NSW to leverage
investment opportunities • S ecure funding and support for upcoming international event bids.
and drive positive legacy • Work closely with NSOs, SSOs, and professional clubs to maximise
opportunities from hosting national events and competitions held in NSW.
• Leverage event investment to integrate Her Sport Her Way messaging,
branding, and resource materials.
34 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 35CASE STUDY Girls are much more likely to drop out of sport
than boys, with the steepest decline happening
SUNCORP #TEAMGIRLS EMPOWERING during adolescence, a critical time when girls
should stay active in sport to benefit longer- By supporting Australia’s leading
GIRLS THROUGH TEAM SPORT term. There are many triggers for this drop-out,
however girls suffer a larger decrease in self-
female sport, our #Teamgirls
program provides the brand with a
esteem during this challenging time than boys unique opportunity to initiate and
do. be part of a family conversation
Our current #TeamGirls campaign message is around sport participation and
Suncorp announced its landmark 5-year WHAT INSIGHTS HELPED YOU DEVELOP
Start Playing and Keep Playing to address both confidence to drive engagement,
sponsorship with Netball Australia (NA) THE #TEAMGIRLS PROGRAM? insights. positive behaviour and skills for life,
in 2016, as Principal Partner, supporting The key insight underpinning our program is on and off the court.
the game from the grassroots through to that with today’s social pressures the confidence WHAT WAS THE OPPORTUNITY?
elite level. It’s a particularly compelling of young girls is at risk, impacting their long- Confidence is key to positive well-being, can
and engaging partnership that proactively term personal wellbeing. However we know that help us achieve our life goals and get us to
there is a strong correlation between sports where we want to be. By supporting Australia’s
supports the journey of Australian girls participation and confidence, and studies have leading female sport, our #TeamGirls program
from the age of 5 through the introductory found that girls who play team sports are more provides the brand with a unique opportunity
Suncorp NetSetGo program to the elite likely to graduate, find a job and be employed to initiate and be part of a family conversation
Suncorp Super Netball and Australian in male dominated industries. There’s even a around sport participation and confidence to WHAT WAS YOUR APPROACH?
Diamonds competitions. direct link between playing sports in high school drive engagement, positive behaviour and skills
and earning a bigger salary. Competing in sport Through #TeamGirls we are able to support a
for life, on and off the court. We want to connect
As the major partner of Australia’s most naturally gives you the feeling of wanting to social initiative that is of genuine concern for
parents to tools and resources to help them
popular and largest female sport, we were win, it teaches resilience, teamwork, leadership, parents. It’s important for our brand that this
have conversations with their kids about the
provided with an active community platform to tactics, the importance of having a voice, initiative is supported by not only NA but other
importance of confidence.
launch our brand and #TeamGirls – a program learning from failure as well as success. respected partners in this field. Working with
designed to elevate a social conversation on Reachout and our expert ambassadors, we are
the importance of building girls’ confidence and developing a bank of practical resources for
personal well-being through the benefits of sport parents. Leveraging relevant content across
participation. social/digital channels, we are focused on
amplifying the issue and driving a clear message
around the importance of sport.
We are also focused on increasing participation
(via NetSetGo sponsorship, Fuel2Fly clinics)
to provide access and demonstrate our
commitment in building a nation of confident
girls. By leveraging our association across all
levels of the sport, and creating content that
highlights the benefits of sport participation, we
are able to give context to our sport participation
and confidence building message. Personal
stories of our Ambassadors including Laura
Geitz, Clare McMeniman, Gabi Simpson and
Liz Watson, also provide strong credibility and
insight into the role sport has played in building
their confidence and careers.
WHAT HAS BEEN ACHIEVED TO DATE?
Whilst our program is still in its infancy, we
are beginning to see positive results. Brand
sentiment is high, and our national awareness
and consideration is growing. Social engagement
has been strong for #TeamGirls delivering
5m+ reach during our launch, with significant
engagement across social channels. Visitation
to our #TeamGirls hub is steadily increasing
and subscribers have doubled in the past year.
Suncorp NetSetGo participation numbers are
steadily increasing and netball as a sport to
watch is becoming more popular with growing
audience numbers across SSN broadcasts.
36 OFFICE OF SPORT Shaping the future of women’s sport in NSW 2019-2023 37You can also read
