Sky Sports joined forces with a group of British broadcasters under the direction of women in the football network to support and celebrate women working in sport.
Sky is joined by ITV, Channel 4, TNT Sports, Premier League Productions and Talksport in an initiative announced before International Women’s Day, in which the collective will defend women in football #TODAYANDEVERYDAY.
The cross-Broadcaster Working Group initially focused on three fundamental objectives: Improving access and opportunities in the football industry; To normalize women working in industry and celebrate positive trends, as well as resolving increasing problems with an impact on women working in industry, including online abuses.
“This is a time when women working in football must remember their value and their merit. It goes without saying that as a colleague of trust and partner of women in football (WIF), you appreciate their contribution to your organization and the wider game. But it is also a time when the managers of the game should think of repeating this message, especially among their own staff.”
The extract above of a letter from Women in Football CEO, Yvonne Harrison, sent a combination of main players in football and broadcasters in January 2024, launched the creation of a new working group that would address gender inequality in the football media.
Stressing the importance of such a diversified group of stakeholders working together, Harrison, who chairs the group, said: “We are doing something ever before. These broadcasters have met and continued to find new ways to show support for women in industry.
“I am incredibly proud of the leadership that we have shown to summon this incredible group, and I cannot thank them enough for their support.”
Steve Smith, Executive Content Director at Sky Sports, said about the initiative: “Football should be a space where talent prosperous, whatever sex.
“At Sky Sports, we are committed to amplifying women’s voices in industry and leading a significant change. The partnership with women in football and working alongside other broadcasters allows us to take collective measures to create a more welcoming, inclusive and respectful football community – one where everyone has the opportunity to succeed.”
By surrounding International Women’s Day and throughout the month of March, Sky Sports will continue to defend female sport and women working in sport, presenting and normalizing their presence both on and off screen. This includes the highlighting of the knowledge and expertise of our talents, directors and production teams on the screen as well as the elevation of their profiles via various industry events, interviews and social media features.
Friday evening, Sky will broadcast a boxing card entirely of women live from the Royal Albert Hall, titled by Natasha Jonas and Lauren Price, fighting to unify the WBC, IBF and WBA world championships. Caroline Dubois will also defend her WBC light world title against Bo Mi re Shin on the bill.
On Saturday, a new era of Netball begins with the new Netball League and the opening of the Netball Super Cup season live from the Utilita Arena in Sheffield.
Elsewhere during the weekend through the Sky’s channels, viewers can also look at Indian Wells tennis, WPL cricket and live golf in the form of the Blue Bay LPGA and the Pacific Amateur Women’s Championship.
In 2024, Sky Sports broadcast more than 61% of all the female television sports live, notably the female super league (football), SWPL, England Cricket, The Hundred Open Tennis, WTA Tour, Women’s Golf Majors, England Netball, F1 Academy, WPL Cricket, Boxing Women’s Boxing, Female Super League (Rugby League) and more.
