Sport England Insight: Engaging women and girls in sport

This case study shows how Sport England used the flow of quality insight to decision makers, partners and the consumer (and back) to make for a deeper understanding of women and change the way the organisation works with them.

Sport England Insight: Engaging women and girls in sport

Sport England Insight Team

Summary

The flow of quality insight to decision makers, partners and the consumer (and back) has made for a deeper understanding of women and a step change in the way we work with them.

  • Early research identified the gender gap in sports participation and pointed us to the need to be brave and do something different to counteract this long established trend.
  • It persuaded key decision makers of the need for an integrated marketing campaign targeted specifically at women.
  • Insight from the research lies at the heart...

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