There is a growing trend of using women’s sport as a means of improving public image. Whether it be through new leagues, sporting formats, or major announcements, women’s sport is now an essential component. This PR strategy is particularly effective in the sports industry where appearances matter. Many successful individuals engage in philanthropy as a way to give back or alleviate their guilt, while also benefiting from positive PR.
At the company level, this is referred to as “corporate social responsibility” (CSR). Organizations that rely on public investment are expected to engage in CSR, which often involves supporting disadvantaged children or investing in local communities. Gender equality has now become a prominent focus of CSR initiatives.
However, we must approach this trend with caution. The term “genderwashing” has emerged to describe instances where the investment in women’s sport lacks genuine intent or well-thought-out benefits for women. These initiatives can sometimes be seen as mere gestures to promote gender inclusivity without substantial change.
An example of this can be seen in the recent announcement of the ill-fated European Super League. While the announcement mentioned the launch of a corresponding women’s league, the women’s teams were not consulted, and the benefits to women’s sport seemed like an afterthought. Similarly, Leyton Orient Football Club’s decision to cut ties with its women’s team and replace it with a girls’ academy and lower-tier women’s team was made without consulting the women’s team. This decision was primarily driven by financial motives.
In cricket, there have been instances where women’s initiatives were used as PR campaigns without genuine commitment. The men’s Indian Premier League (IPL), despite having 14 annual tournaments, has never organized an equivalent women’s tournament. Although the IPL has promoted campaigns related to women’s sanitary products and even planned a one-off mixed-gender match, these initiatives were silently scrapped without explanation.
In contrast, The Hundred, a new cricket format set to launch in July, has made a genuine effort to include women from the beginning. The tournament will have both men’s and women’s versions, and its marketing and sponsorship have aimed for gender balance. However, underlying systemic inequalities still exist, such as a significant pay disparity between male and female players.
While it is important to acknowledge the potential benefits of initiatives like The Hundred, we must remain cautious. The secretary of the Indian cricket governing body’s tweet about an upcoming women’s Test match caught the England Cricket Board (ECB) off guard, revealing a lack of communication. Optics and public pressure often drive these announcements more than genuine progress.
Those involved in women’s sport understand that positive developments can sometimes happen for the wrong reasons. It is crucial for all of us to ensure that these initiatives lead to meaningful and lasting change.
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