It’s time we stop asking women to fit into male sports cultures

By Anna Walker

The Matilda’s have offered us a glimpse into a new era of sport. And Australia is here for it.

Stadiums and TV screens were packed with new audiences, many never-before fans of sport, who came together to be a part of something new and exciting. The resounding commentary surrounded the cup-filling, heart-melting social experience the FIFA Women's World Cup provided that's left us determined to do things differently.

It was the kindness, the love, the sense of community and camaraderie– on the pitch, in the stands and in the fan zones.

The noticeable absence of ego and aggression.

The LGBTIQ + inclusion.

The inclusion of people with disability.

The engagement of whole families, showcasing equally the Mums and Aunts on the pitch and the folks, grandparents and children in the stands.

And the relentless focus of the Matilda’s, not on winning, but on improving the lives of others with a single, united purpose, "to inspire the next generation".

Sport presents an enormous opportunity to improve the social, mental and physical health of global communities. But to do so, it must be done right.

So what can ‘sport’ (the administrators, volunteers, coaches, officials, parents and anyone in the wider eco-system) learn from this? What can it do now to capitalise on the momentum?

1. Listen to women and girls. The proof is out there now. Women and girls are more successful when they forge a new path that's uniquely theirs. There are good reasons they are dropping out of traditional sports at a rate of knots. Sport programmers need to start with the evidence base and engage the voices of their audience in its design.

2. Make space for them. Fields, clubs, clubhouses, coaching staff, officials and participation events. Are they fit for purpose? It's not just about providing clean women's changerooms. Are the behaviours in these spaces inviting to women and girls? Can girls see people like them represented in the ranks above, the coaches and administration around them? Do they belong?

3. Let them lead. The next generation of women are setting new standards and values in leadership. They are open-minded, savvy, determined and fearless (let’s be honest, far more endearing qualities than us weathered folk muster most hours!). Let’s simply not get in their way.

4. Let them have fun. Girls are telling us loud and clear – it’s not always about winning. Often, it's not even about competition. Just as much as the older generations of women, they need to be physically, mentally and socially well. They need a high-value outlet from the pressures of school, puberty, parenthood and life. Let that outlet be sport.

If sport can learn from the lessons of the Matildas, it won’t be a single gender that will benefit. When women and girls thrive in sport and in life, when egos and aggression are suppressed, when inclusion and community are prioritised… everyone wins. With traditional memberships in sports declining across the board, engagement of new audiences including women and girls will be key to survival. And lastly, men, you too can enjoy 11+ million sets of Australian eyeballs one day! You just need to design, plan for and capture the hearts and minds of new audiences.

And of course, if you would like help to create an audience-centric and social-impact-oriented strategy or program that reaches girls and women, contact us at From Now On. We love this stuff.