20/07/2023
Putting yourself out there is hard, but it's so worth it. I don't think anyone who has ever spoken out, or stood up or had a brave moment, has regretted it. It's empowering and confidence-building and inspiring. Not only to other people but to yourself.
Megan Rapinoe
I started this post with a rant in my mind. I'm angry about so many things to do with women's sport and how that ripples throughout our society. I'm happy to feel that emotion but here's how I'm going to use it.
As best I can, I'm going to try and unpick the power of language. That is my bag after all. However, as a Geordie, my heart beats to the drum of the crowd. I care a lot about this.
Recently I've realised that one of the most important conversations I can have with a client is around the story they want to tell about themselves. How they want to be understood by their audience and how they want to be seen.
And to the best of my ability, it's always best when this starts with truth.
So here are some truths about women's soccer:
1. Women’s football has roots back to the 1800s in the United Kingdom. A match that drew over 50,000 spectators in the 1920s is considered the “first golden age”.
2. The FA banned women's football in 1921 because "the game of football is quite unsuitable for females and should not be encouraged".
3. The women's world cup tournament started 61 years after the men's.
4. The women's prize money at the world cup was 7.5% of the men's, $30mn compared to $440mn.
5. Globally, there are 176 national teams and several women’s professional leagues that continue to strengthen. In the United Kingdom, viewing figures for the Women’s Super League (WSL) are set to shoot up by more than 350% annually.
The reason I start with truth is not just because it's the only thing which sits right with me. It's also because, in my experience, it is a much more powerful, sustainable rallying cry.
It's crucial to define and create your own story. This is the root from which all your communication will grow.
This is one of the first things I'd do with a client but what would that look like for the women's game?
⚽️ We step in the footsteps of hundreds of incredible, brave women and we walk our own path
⚽️ We are powerful and competitive. We understand that success is built as much on our response to adversity as it is on our response to our achievements.
⚽️ We are winning. Not only the matches but the conversation, we are a team both on and off the pitch and that is our power.
