How Brands Can Smash Sport’s Glass Ceiling
It was a Barty Party at the Australian Open this year, with Ash Barty becoming the first Aussie to win a grand slam at home in 44 years, writes Kate Rourke, head of creative insights, iStock, APAC.
While the win made Barty (Pictured above) hot property in the media, this isn’t the case for most sports stars.
Only seven per cent of female athletes in Australia and 15 per cent of female athletes in New Zealand currently receive adequate representation in media and advertising.
For women’s sport to grow sustainably, fan and industry interest and perceptions of value need to be more widely spread.
According to the latest Visual GPS research from iStock by Getty Images, consumers want to see this visibility gap closed.
They also expect more from brands when it comes to authentic representations of females in sport.
For companies looking to connect with these avid sports fans and help smash the industry’s glass ceiling along the way, here are some top tips on how to select visual content to create unbiased, inclusive visual storytelling.
Show The Pain And The Gain
While visuals of male athletes focus largely on the actual athletic undertaking, visuals of female athletes are driven more by personality, drama and key moments.
Being able to show women in sport in a more holistic way allows for all sides of one’s character and ability to be revealed.
Think of Sam Kerr’s passionate shriek when celebrating an almighty goal.
Nicola McDermott’s sigh of relief after clearing the high jump to secure a silver medal during Tokyo 2020.
These visuals remind us that despite their superhuman sporting talent, these athletes are in fact still human.
Conversations around mental health in sport have also been a huge talking point led by female athletes, with Naomi Osaka opening up about her struggles after dropping out of the French Open in 2021.
Another instance of this is when Simone Biles pulled out of the USA team finals in Tokyo.
According to iStock Visual GPS data, 96 per cent of women in ANZ think it’s important to take care of themselves emotionally as well as physically.
There is clearly an opportunity for businesses to encapsulate this notion in their advertising.
In order to continue to change some of the stereotypes around women in sport, it’s important to depict a wide range of emotions, whether the women pictured are determined, angry, disappointed, or elated.
Consider showcasing an athlete’s skill and athleticism and don’t shy away from grime, dirt, sweat or blood.
Physical wellbeing is also broader than just “sport”, so consider activities like online exercise classes or walking with friends.
Crafting a realistic view of the physical and mental capabilities of women and girls is powerful and can help communicate the values of the businesses embracing these visuals.
Don’t Forget The Fans, Support Staff And Teammates
Pre-pandemic 10 per cent of iStock’s top 100 sport images used by media in ANZ featured female athletes but during the first wave of Covid, this dropped to less than 1 per cent.
This stands in stark contrast to the increased interest by fans in female sports teams.
The Matildas competed in front of a record crowd in Newcastle last year and the Diamonds netball team and Australian women’s rugby sevens team have won over legions of fans.
Women are also increasingly taking up roles in the industry previously dominated by men.
This ranges from coaches to managers, team owners, journalists, physical therapists and medical staff.
When crafting an advertising or marketing campaign focused on sport, visuals of all of these relationships are critical.
For marketers and SMBs it’s important to capture the passion, engagement and power of female fans as well as support staff.
Consider including depictions of women competing against each other as well as participating in team activities.
Be Holistic And Realistic In Your Visual Choices
79 per cent of women watching sport want to see female athletes portrayed in an authentic way that focuses on their skill and athleticism rather than their beauty, glamour or sex appeal.
However, only 33 per cent said sports visuals are inclusive according to the latest Visual GPS research.
Sadly 7 out of 10 women are still encountering bias in their everyday lives due to either body shape, age or gender.
There is a big opportunity for more inclusive sports imagery, encompassing women of different body types, ages, ethnicities and abilities.
To help choose inclusive and effective visualise in marketing and advertising, businesses can ask themselves questions such as:
- Am I using images of women and girls in the same way as I use images of men and boys?
- Am I showing disabled athletes and fully representing how they fit within a larger team?
- Am I showing real bodies of all shapes, sizes, and muscularity in an action-oriented, not passive, way?
- Am I representing parenthood in sport, such as images and videos of active pregnant women and parents supporting their children to play sport?
Marketers and SMBs can play a large role in the growth of female sports by shifting the narrative of how female athletes are represented in the media and advertising.
Crafting authentic visuals that fully realise the emotion, physical ability and comradery involved with women in sport will have a continual impact on participation and visibility.
There is an opportunity for businesses to differentiate themselves from their competitors and increase revenue by connecting with the legions of sport-loving Aussies.
Please login with linkedin to comment
Ash Barty Naomi Osaka Nicola McDermott representation sam kerr simone biles smb digital The MatildasLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.