My Little Pony and inspiring the next generation: Is the marketing of women’s sport falling short?

Description

What do you picture when you think of women's sport? You might see excited young women holding homemade signs, a family-friendly crowd, or role models on the field creating a better future for women. In a domain that has traditionally excluded women, whether as players, spectators or administrators, women's sport is claiming space. Deloitte predicts that in 2025, sponsors of Australian women's sports teams will see a 75 per cent higher return on every dollar invested compared to sponsors of men's teams. But are elite women's sports selling themselves short when it comes to marketing?