Sports ball

Podcast

Advancing women in sports

How businesses can lead the way to gender equity in sports

Despite the ability of women’s sports to deliver strong TV ratings, event attendance, and interest, they often fail to receive equal media coverage, conditions, or pay. In this episode of User Friendly, host Hanish Patel is joined by guests Cathy Engelbert and Shiz Suzuki to discuss how value-driven businesses can lead the way in the advancement of women in sports.

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50% of the US population is women. 85% of household purchase decisions are being made by women. For a company like AT&T, it makes complete business sense to ensure that our brand is associated with strong female-centric brands like the Women's National Basketball Association (WNBA). But the reality is that the stats are staggering from a women-in-sports perspective. Less than 4% of media coverage is women’s sports—and less than 1% of sponsorship dollars.

Shiz Suzuki, assistant vice president
Sponsorships and Experiential Marketing at AT&T

Over the last decade, women’s sports has demonstrated time and time again its ability to drive large audiences. The potential for growth and untapped interest continues to drive rising investment in women’s teams and sponsorship deals, and in turn could inspire more girls and women to aspire to compete at the highest levels. Despite their immense potential value in monetary terms and beyond, gender inequality in sports means that female athletes and the teams they represent continue to lag behind their male counterparts in compensation, sponsorship, and media coverage.

In this episode of the User Friendly podcast, host Hanish Patel is joined by WNBA Commissioner Cathy Engelbert and Shiz Suzuki, assistant vice president of Sponsorships and Experiential Marketing at AT&T, to discuss how value-driven sports industry businesses, like those in the inaugural group of WNBA Changemakers business sponsors, are leading the way to reducing gender disparity and promoting equity in sports.

Sports ball

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