The NFL Opens Digital Store With Roblox

The National Football League, alongside Melon, have opened an all-new virtual store in online game Roblox.

There will be two separate drops, a current one where player are able to purchase jerseys and helmets from their favourite team in the AFC conference.

Then in December a similar range of items will become available for the teams in the NFC conference.

There is also a free 3D helmet available to those in the game.

Roblox first teamed up with the NFL in 2019 for the season, so this a return to the game that is extremely popular for many young people, with 67% of its users under the age of 16 according to statistics from Backlinko and only 14% above 25.

Manchester City Partner With Sony To Develop Digital Fan Experiences

Manchester City has announced a new global partnership with Sony Group Corporation (Sony) which aims to develop new digital fan experiences that will be at the cutting-edge of global sport.

The Club will conduct a PoC (proof of concept) with Sony, which will leverage Sony’s ground-breaking technologies and City’s global fanbase to develop new forms of digital content.

The aim of this collaboration is to create a global online fan community where fans can interact with the Club and each other within an online ‘metaverse’ which will be a virtual recreation of the Etihad Stadium.

City was named the Most Innovative Sports Team in the world by the Sports Innovation Lab earlier this year and will be Sony’s first sports partner in this space, building on Sony’s successful digital fan experiences in music and the wider entertainment industries.


                        Manchester City partner with Sony to develop digital fan experiences

“At Manchester City we have a strong pedigree of continuously embracing the latest technologies to enhance our operation – with particular focus on exploring ways to engage and entertain our global fanbase,” said Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group.

“This partnership with Sony puts City at the development stage of an exciting project that will create immersive digital fan experiences that have never been seen before in football.

“We’re looking forward to launching this collaboration and bringing together Sony’s industry-leading technologies with the global network of Manchester City fans.” 


                        Manchester City partner with Sony to develop digital fan experiences

Toshimoto Mitomo, Officer in Charge of Intellectual Property and Business Incubation Platform at Sony Group Corporation, added: “Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world.

“Sony aims to create an online fan engagement platform that brings the Club and its global fans closer together, demonstrating our commitment to the sports entertainment business and supporting our partners in seeking new opportunities.”

Global Hotel Giant Accor Signs Seven-Year Stadium Deal In Sydney

Accor, the largest hotel operator in the Pacific, has won the naming rights for Stadium Australia, with the iconic venue in Sydney Olympic Park to begin the transition to Accor Stadium.

Accor Stadium is one of the world’s most exciting and diverse entertainment venues in the region and was the centrepiece of the Sydney 2000 Olympic and Paralympic Games. With a capacity to hold concerts for 100,000 spectators and over 80,000 people for seated sporting events, the stadium has hosted the world’s best in entertainment. This has included global acts such as Adele, AC/DC, Ed Sheeran and Taylor Swift, and sporting events like State of Origin, National Rugby League Grand Finals, FIFA World Cup Qualifiers, and Bledisloe Cup and British & Irish Lions rugby Test matches.

Accor Stadium will host the Australian national women’s football team the Matildas against USA in front of an anticipated record crowd on Saturday 27 November.

Minister for Sport Natalie Ward said the NSW Government was delighted to partner with Accor as the stadium’s naming rights sponsor.

“NSW is open for business and we are thrilled our local fans, along with interstate and international visitors, will be able to experience fantastic sporting and entertainment venues like Accor Stadium,” Mrs Ward said. 

“Accor Stadium will have an important role to play in NSW in 2022 and beyond and I can’t wait to see the seats filled again by those enjoying the experience of a large-scale live event.”

Accor Stadium will soon feature one of the world’s largest LED video screens at 1200sq metres. This screen is just one of many new enhancements that will improve the spectator and fan experience, and will be a unique signature of Accor Stadium.   

Simon McGrath, CEO of Accor Pacific, said that it was a natural partnership for the leading hotel operator, expanding on Accor’s promise to give customers and loyalty member’s memorable experiences beyond their hotel stay.   

“Accor is dedicated to creating incredible customer experiences, and Accor Stadium firmly aligns with this vision.  We are immensely proud of this partnership, which is an investment in limitless experiences that bring people together, from world-class concerts, to sporting and family events,” said Mr McGrath.

“This commitment also expresses our support for tourism, hospitality, events and travel, which play a vital role in our culture.”

Mr McGrath said Accor Stadium would complement ALL-Accor Live Limitless, Accor’s award-winning loyalty program, and bring many benefits to members, “Importantly, Accor Stadium will give us the opportunity to showcase our impressive portfolio of hotel, apartment and resort brands and the very best of our loyalty program ALL – Accor Live Limitless.”

“ALL-Accor Live Limitless promises to give loyalty members world-class experiences beyond our hotels. We will offer members exclusive money-can’t-buy-experiences across Accor Stadium’s events program.  Together, with our four hotels in Sydney Olympic Park with the Pullman, Novotel and ibis brands, and with the launch of Accor Stadium, the precinct will enable people to enjoy the best in hospitality and live entertainment,” commented Mr McGrath.  

Stadium Australia CEO Daryl Kerry said the venue had already welcomed more than 30 million fans since it opened in the lead-up to the 2000 Olympic & Paralympic Games and it was now set for an exciting new era as Accor Stadium.

“We are delighted to partner with Accor as we welcome people back to watch world-class sport and entertainment events,” Mr Kerry said. “Accor Stadium will also play an important role in our community hosting a range of business, community and cultural events in the various function rooms and spaces inside the stadium.”

McLaren Racing Concludes Agreement To Acquire Majority Shareholding In Arrow McLaren SP

McLaren Racing confirms today that it has completed the agreement to acquire the majority shareholding in the Arrow McLaren SP IndyCar team by the end of the year.

The conclusion of the agreement means that McLaren Racing will become the majority shareholder in the team with a controlling 75% stake, with Arrow McLaren SP to formally be part of the McLaren Racing organisation.

The team will be governed by a five-person board, comprising three McLaren Racing appointees, Sam Schmidt and Ric Peterson and will be chaired by McLaren Racing CEO Zak Brown.

Taylor Kiel, President of Arrow McLaren SP, will be accountable to Brown and the board for the overall operations and performance of the team.

Financial terms of the deal are not being disclosed.

Six Nations Rugby Announces Appointment Of Ronan Dunne As Chairman Of The Board

Six Nations Rugby today announced that Ronan Dunne has been appointed as Non-Executive Chairman effective 1 Jan 2022.

The Six Nations Board is the newly formed body overseeing the commercial and marketing operations for the Men’s, Women’s and Under-20 Six Nations championships as well as the Autumn Nations Series.

The appointment follows the completion of CVC’s strategic investment into Six Nations Rugby and is the result of a rigorous recruitment process led jointly by the unions and CVC.

With more than two decades of executive experience in the media, digital and data world, Dunne will provide strategic direction to Six Nations Rugby’s senior executive team, led by Chief Executive Officer Ben Morel.

The Six Nations Rugby partnership will invest to grow and develop the game; to further enhance the sporting spectacle of all the tournaments, the teams and the brands; and to build the data, technology, and broader commercial capabilities to support ambitious plans to grow and reach new audiences.

Dunne most recently served as CEO of Verizon Consumer Group, where he remains a strategic advisor to the Verizon CEO. He leads the teams responsible for providing wireline voice, data and video services and wireless connected experiences to more than 100 million consumers in the United States every day, in addition to building the first 5G technology network.

Previously, Dunne was CEO at Telefónica UK, leading O2 UK, the largest wireless operator in the United Kingdom.

“As both Chairman, and as a fan, I’m excited to be partnering with the management team, the Six Unions and Federations, and CVC at what is a pivotal moment for men and women’s international rugby,” commented Dunne, “We’ll be building on incredible foundations, with a global outlook and a fan-first approach.”

Ben Morel, CEO, Six Nations Rugby added “I’m incredibly proud of what we have collectively achieved in the last few years, especially in recent challenging times. Six Nations Rugby and its constituent Unions and Federations have never been more united in the view that rugby has a significant opportunity to unlock and I look forward to working with Ronan in this next exciting chapter.”

John Jeffrey, Chairman of the Scottish Rugby Union, will continue to lead the Six Nations Council as President, with Bernard Laporte, President of the Federation Francaise de Rugby, as its Vice President.

The Council, constituted by the Six Unions and Federations, will continue to be responsible for overseeing all sporting and regulatory matters related to the matches within the jurisdiction of Six Nations Rugby.

Sounding Good Vs Doing Good

Find out how to avoid greenwashing and add integrity to your sustainable sports travel strategy.

Avoid information overload and develop a sustainable strategy that works…

There has been a flood of information regarding environmental sustainability and travel over the last few months as organisations race to publicise their new sustainability efforts. However, not everything is as green as it seems and teams who are looking to limit their impact on the environment can soon become victims of greenwashing.

What is greenwashing?

The term ‘greenwashing’ is used to describe the process of making unsubstantiated claims regarding how environmentally sound an organisation’s products or operations are. These claims often create a false impression or provide misleading information, causing customers to see an organisation’s products as more environmentally friendly than they actually are or that the organisation’s actions are working towards a CO2 net zero or carbon neutral goal.

“Tree planting initiatives are often popular with consumers looking to contribute to environmentally friendly projects, as tree planting provides a very visual representation of taking action to repair damage to the planet.”

Despite setting off with the best of intentions, those responsible for steering their team’s sustainability programme can soon feel overwhelmed and confused due to the amount of misinformation surrounding environmentally friendly initiatives.

Here we take a look at three of the most popular initiatives being added into sustainability strategies right now and highlight key considerations that teams should take when deciding which is right for them:

Tree planting

Tree planting initiatives are often popular with consumers looking to contribute to environmentally friendly projects, as tree planting provides a very visual representation of taking action to repair damage to the planet.

Reforestation (the process of planting trees in a forest where the number of trees has been decreasing) and afforestation (the creation of a new forest) projects are associated with the reduction of air pollution, the absorption of carbon dioxide and the provision of habitats for wildlife – all of which contribute to environmental sustainability strategies. However, the impact of tree planting initiatives remains at a relatively small scale when compared with wider conservation projects.

Teams looking to contribute towards tree planting initiatives should keep in mind that many of these projects are uncertified and unregulated, meaning that they are not held to account by appropriate governing bodies and cannot provide consumers with verified proof of their contribution.

“SAF (Sustainable Aviation Fuel) has been estimated to generate 80% less carbon emissions than conventional fuel sources, which has created the perception that it will have a huge impact on the environment.”



There is also often little information available on the wider context of these projects; for example, what effects have these projects had on local communities? How long do these trees live for? Are the trees being planted in the right place? Although tree planting can be a positive step, it’s important that teams give due consideration to how effective the initiative is when compared with others.

Sustainable aviation fuel

Sustainable Aviation Fuel (SAF) is a type of fuel produced from sustainable feedstocks and is similar in its chemistry to traditional fossil jet fuel. Some typical feedstocks used are cooking oil; solid waste from homes and businesses, such as packaging, paper, textiles, and food scraps; forestry waste, such as waste wood, and energy crops, including fast growing plants and algae.

SAFs are seen as a way to reduce carbon emissions as many of the feedstocks used to create them absorb CO2 while growing.

As the latest buzzword(s) within the travel industry, SAF is understandably attracting the attention of many teams who are looking to limit the impact of their travel on the environment. SAF has been estimated to generate 80% less carbon emissions than conventional fuel sources, which has created the perception that it will have a huge impact on the environment. However, there are still a few key obstacles to overcome before SAF can be part of meaningful change.

It’s important for teams considering contributing to SAF programmes to bear in mind that the creation and adoption of SAF is a change that airlines will need to embrace anyway, regardless of customer contributions. The use of SAF only accounts for 1% of all commercial flights currently, meaning that it’s impact is still relatively small and although SAF is more environmentally friendly than traditional fuels, its use does still create emissions that ultimately need to be offset.

Carbon offsetting

Carbon offsetting programmes are designed to counterbalance the effects of unavoidable travel by buying carbon credits. A carbon credit is produced when one tonne of CO2 is avoided or removed from the atmosphere. These credits are verified and audited by independent international standards.

Giving a clear statement of intent, carbon offsetting is a practical and proactive way of limiting our effects on the environment when compared with more abstract policy setting. Funding global projects through carbon offsetting is a direct way of aiding in the expansion of emissions reductions projects, primarily in the developing world. The main credit ‘type’ are nature based solutions including the restoration and conservation of forests, wetlands and grasslands. In addition to the climate benefit, these projects have strong associated co benefits for biodiversity and local livelihoods. Some renewable energy or energy efficiency projects are also examples of different types of carbon credit generating projects.

“Carbon offsetting is still seen by many teams as being a complicated process.”

However, carbon offsetting is still seen by many teams as being a complicated process. Not only do those responsible for a team’s sustainability programme have to engage key stakeholders in committing to reducing carbon emissions, they must then source the carbon credits through a third party. Finding the right carbon offsetting project is hard and requires specialist due diligence to ensure that the project is performing as it states. All projects should be verified and certified by credible third party standards and checks should be made to ensure that the emissions reductions are real, permanent and additional and that monies raised from the sale of credit reach those communities on the ground.

Finding the right solution for your team

It’s important to talk to your travel provider when you begin to develop your team’s wider sustainability strategy, as they will be able to look at how your team travels and recommend strategies that are most relevant.

ATPI developed ATPI Halo in order to help guide customers and offer the most value when it comes to strategic carbon offsetting. By sourcing a selection of projects from leading providers , all of which are accredited to the highest standard and meet many of the UN’s Sustainable Development Goals, ATPI Halo simplifies the process of carbon offsetting and offers expert consultancy alongside, ensuring that teams can develop an approach to carbon offsetting that fits with their wider business goals. ATPI has partnered with specialists in carbon offsetting, such as Respira, to ensure that we deliver only the highest quality carbon credits to our customers.

If you’d like to find out more information about carbon offsetting and sustainable travel consultancy then please VISIT ATPI HALO.

Vertu Motors Expands Sports Partnerships In Double Deal With EFL Clubs

Vertu Motors, the Gateshead-based motor retail brand, is expanding its sports portfolio with two new partnerships in English football.

The multi-team deal will see Vertu Motors joining forces with Middlesbrough FC and Sunderland AFC, two of the region’s most-loved football clubs, as the company seeks to continue to build engagement with supporters in its heartland.  

The deal will see Vertu Motors become the Official Car Retailer for each club in the current 2021/22 seasons.

Both the deals incorporate matchday activation, digital opportunities, and player appearances throughout the partnership, while there will also be a focus for the brand on ensuring PR and marketing activations across the season.

Robert Forrester, Chief Executive of Vertu Motors, said: “We are delighted to expand our football sponsorship portfolio with two historic and much-loved clubs in the North East. 

“Sunderland and Middlesbrough both have huge support and demonstrate a real commitment to their respective communities, which is fundamental to how we want to promote our partnerships, with a number of our car dealerships also located in proximity of both our new club partners.

“We look forward to working closely with them to bring the Vertu Motors brand to their audiences and support their various football initiatives across the region.”

Sunderland AFC’s Chief Operating Officer, Steve Davison, added: “We are delighted to welcome Vertu Motors as an official partner of Sunderland AFC. Vertu are an established and respected national brand and they are renowned for their commitment to quality service and customer care.

“Based in the North East, they have an ever-growing presence within the region and we look forward to working with them to establish a strong and lasting partnership.”

Lee Fryett, Head of Commercial at Middlesbrough FC, said: “We are delighted to welcome Vertu Motors to Middlesbrough Football Club as a club partner.

“We are excited to work with the Vertu Motors group and are proud to be partnering with of one the largest automotive retail groups in the UK.”

The addition of the two football clubs expands Vertu Motors’ partnerships in sport, which include deals with the Newcastle Eagles basketball team and naming rights for the Eagles’ Vertu Motors Arena in Gateshead, close to the brand’s headquarters.

Vertu Motors also holds a partnership with the Professional Footballers’ Association for the PFA Vertu Motors Fans’ Player of the Month Award across the next two seasons.

North of the border, another of the wider Group’s brands, Macklin Motors, has partnerships with Hibernian FC, Heart of Midlothian FC and is a Community Partner of Celtic FC.

beIN SPORTS Acquires Rights To FIFA Arab Cup Qatar 2021TM Across 24 Countries In The Middle East & North Africa

beIN MEDIA GROUP (“beIN”) has agreed a deal to broadcast the FIFA Arab Cup Qatar 2021TM in 24 countries across the Middle East and North Africa (“MENA”).

Coverage of all 32 matches from the 16-nation tournament being hosted in Qatar will be broadcast live on beIN SPORTS in Arabic and English. It all gets underway on Tuesday, November 30th, with the final taking place on Saturday, December 18th, a year to the day from when the FIFA World Cup Qatar 2022TM final will take place in Lusail. 

This is the first time the FIFA Arab Cup 2021TM is taking place under the FIFA banner, with Arab nations from both the AFC and CAF confederations participating in this showpiece tournament ahead of next year’s FIFA World CupTM. In all, there have been nine previous editions of the competition formally known as the Arab Nations Cup, which was last played in 2012.

beIN SPORTS is one of FIFA’s established broadcast partners globally across men’s and women’s football and is the Official Broadcaster of the FIFA World Cup Qatar 2022TM next year in 25 countries, spanning France and MENA.

Commenting on the deal, CEO of beIN MENA Mohammad Al-Subaie, said: “As we gear up for arguably the biggest year in beIN’s history when we broadcast the FIFA World Cup Qatar 2022TM in MENA and France next year, we’re delighted to be bringing another showpiece event to our viewers across the 24 countries in the MENA region with the FIFA Arab Cup 2021TM this year.

The ECB Announces Wide-Ranging Plan To Tackle Racism And Discrimination In Cricket

Cricket today commits to a wide-ranging action plan to tackle racism and promote inclusion and diversity at all levels of the game. The plan has been developed jointly by the ECB, MCC, the PCA, NCCA Ltd, the First Class Counties, Women’s Regional Hosts and the Recreational County Cricket network, as a game-wide response to discrimination within the game.

While taking tangible and immediate action through the plan published today, cricket will continue to listen and learn from anyone who has experienced discrimination in the sport. Further work is being undertaken to examine these issues through the Independent Commission for Equity in Cricket and ongoing investigations into racism allegations and the handling of complaints made by Azeem Rafiq and others. Cricket’s leaders will also consult with independent third-party organisations with significant expertise in resolving similar issues. The game expects to take further action based on the findings and recommendations that come out of these processes.

The measures agreed today include a series of immediate changes as well as the instigation of a review period that will incorporate the work of the ICEC and other inquiries into discrimination in cricket. The initial aims include:

Understanding and educating more

1: Adoption within three months of a standardised approach to reporting, investigating, and responding to complaints, allegations, and whistleblowing across the game.

2: Full promotion of the aims of the Independent Commission for Equity in Cricket (ICEC) through proactive engagement with its investigations and recommendations.

3: Ongoing EDI training for all those who work in cricket, including all staff, volunteers, recreational club officials, umpires, directors, and coaches.

Addressing dressing room culture

4: A full review of dressing room culture in all men’s and women’s professional teams, both domestic and international.

5: Delivery of a redesigned programme of player and coach education, addressing any gaps identified through the dressing room review.

Removing barriers in talent pathways

6: Action to aid progress into professional teams of people from diverse backgrounds (especially South Asian, Black and less privileged youngsters) through measures to address i) talent identification and scouting, ii) education and diversity of coaches and iii) targeted support programmes for players from diverse or under-privileged backgrounds.

Creating welcoming environments for all

7: A full-scale review, in advance of the 2022 season, into the detection, enforcement, and sanctions against discriminatory and abusive crowd behaviour at each of our professional cricket grounds.

8: Delivery of plans (tailored to local communities) to ensure professional cricket venues are welcoming to all, including provision of accessible seating, food and beverage offering catering to all faiths and cultures, and the availability of facilities such as multi-faith rooms and alcohol-free zones.

9: Upgraded education in recreational cricket to ensure players, volunteers and coaches understand and champion inclusion and diversity in the game.

Publishing localised EDI Action Plans within six months

The ECB will today publish its 2021-2023 Equity, Diversity, and Inclusion (EDI) Action Plan with clear actions and targets. The ECB will then work with any of its memberswho do not yet have an EDI plan in place to create (or revise) their own localised version within six months, with actions to include:

10: A commitment to best practice governance with targets for Board diversity (30% female, locally representative ethnicity by April 2022) and plans to increase diversity across the wider organisation. (Compliance will be subject to a “comply or explain” provision to ensure Counties can respect their own governance processes in making the required change).

11: The introduction of fairer recruitment processes through measures including the immediate adoption of anonymised recruitment tools for senior roles, open appointment processes for all roles and the use of balanced and diverse panels to assess interviews.

12: Every senior executive employed across the game will have personal EDI objectives as part of their annual performance targets, driving leadership accountability.

To be transparent and build trust, the game will provide regular updates on progress against delivery of the action plan and EDI goals.

To underpin the actions being taken across the cricket network, the ECB has committed to providing additional resources and take several further steps in support of consistent progress across the game. These have been agreed with the game and will include:

  • A review of governance and regulation in cricket to identify any opportunities to strengthen the structures and processes across the game
  • £25 million of strategic funding over five years in support of EDI actions
  • The formation of a new anti-discrimination unit, within six months, to ensure that the ECB has the right resources and capabilities to help tackle discrimination in all its forms and provide guidance to the wider game
  • The inclusion, with immediate effect, of EDI minimum standards for all venues
  • A link between funding and EDI minimum standards, including withholding central distributions where necessary to ensure all stakeholders meet agreed standards
  • Collaboration with Sport England to help the whole game to achieve the increased diversity of Boards

Barry O’Brien, ECB Interim Chair, commented: ‘’There is no doubt this is a critical moment for cricket. After our all-game meeting last week, we said we must rise to the challenge and respond with one voice.

“We have now set out a series of game-wide commitments so that cricket can start to make the transformation that we know is needed. Change is required as a matter of urgency, but we also recognise that sustained action is required over months and years to achieve fundamental and long-lasting progress. This must begin today.”

Tom Harrison, ECB Chief Executive Officer, added: “For cricket truly to ‘connect communities and improve lives’ – our stated aim at the ECB – we must start by accepting that not enough has happened to make our game better, both inside our own walls and across the wider game. That is the only possible reaction to the powerful testimony of Azeem Rafiq and others in recent weeks.

“I am delighted that this plan represents the whole game coming together to commit to tangible action and meaningful change. Our role as the ECB will now be to acknowledge the changes that need to be made internally, as well as offer support, resource, and funding to assist the game in making these changes. We look forward to working with our partners across the game to create a stronger, more inclusive sport and build back the trust of everyone who loves cricket.”

Mike O’Farrell, Chair of Middlesex Cricket, commented: ‘’This has been a time of deep reflection across the sport. It was critical that we came together and agreed a way forward.

‘’All those involved in leading the game are aware of how fragile cricket’s future is if we do not address the issues laid bare by Azeem and others. More importantly, we realise how many people we have impacted by not acting together. We are all determined to act as one and implement these actions but also to keep listening in the coming months and adapt to all that we continue to learn.’’

Equality, Diversity & Inclusion The Necessary Theme For Sport To Take From 2021

Community Manager Beth Hushon shares what she believes sport should be taking away from 2021.

NFT’s may have come out on top for word of the year for 2021, yet for me EDI has been one that has taken more of a focus for the sports business industry.

One thing the pandemic highlighted is the need for reflection, education and culture, as we can challenge the stigma attached to many things in order to create accessibility for all.

This year especially, more sports businesses are looking to bring in EDI Directors and Managers to tackle their culture internally and externally. The passion for change will have to come from the trigger within the sport, which needs to be shown with action. There is pressure for sports to be reflective of the community they serve irrespective of their background, both through participation and the day to day management of their organisations. Knowing the issue is one thing, taking the right steps to learn, improve and evolve is powerful, now isn’t the time to shy or hide away from the topic of EDI.

The recent stories coming out at Yorkshire Cricket in particular is a reminder that there is a long way to go to make sport inclusive to all. Accepting how EDI was received in the past is imperative to move forward to change positive change. It shouldn’t be just something sports businesses need to do, but want to do to be in tune with society and representation. 

EDI in the headlines this week

This weekend marks the ninth annual “Stonewall” campaign, which has progressed from its early years focusing on men’s professional football to a wider range of sports. Allyship from Lewis Hamilton in recent weeks has made headlines, showing the power we can all play to show a strong unity in the LGBTQ+ community.

“We all know how transformational sport, fitness and physical activity can be for our health, happiness & wellbeing. That’s why it’s crucial that these benefits can be felt by everyone – inc all LGBTQ+ people.” – Liz Ward, Stonewall’s director of programme.

UK sport this week published pregnancy guidelines for Female athletes. Following an in-depth 18-month consultation period, it is to enable athletes to feel supported by their sport. Pregnancy and being an athlete should not be mutually exclusive, and females often have struggled to balance their careers with starting a family, but maternity policies in sport have improved significantly in recent years. And it isn’t one-size-fits all! 

Naomi Folkard, five-time Olympic archer, said: “Societies’ belief [is that the] system is changing for all types of equality issues the world over, one which is particularly close to my heart is that female athletes should no longer have to make a choice between their athletic career and having children, so I have been very lucky to have the opportunity to contribute to this UK Sport project.”

These are just a few examples of strides being taken in awareness and action to reflect our culture and society, to create inclusivity for all. Action is required for it to be sustainable and grow. Sport can have the power to change and align with representation.