Paris 2024 will be the first ever Olympics to achieve gender parity. For every sport at the games, there will be the same number of male and female athletes participating.
This will make Paris 2024 the biggest gender equal sporting event in history.
Not only will this be
a moment for the history books but it will be a great opportunity for brands working hard towards gender equality to join a global conversation, celebrate the moment and showcase leadership in this space.
Revolt senior strategist Mary Min asks what this will mean for brands and marketers looking to make the most of the opportunity?
The International Olympic Committee – in partnership with the Olympic Movements Stakeholders – have led the plans for gender parity at the Paris games. But this follows a lot of very important work done by all the various grassroots organisations, athletes, teams, and brands that have been pushing the gender equality agenda in sport for many years.
It’s important to recognise the progress that’s been made in gender equality in sport and in raising the profile of women’s sport in general.
The FA has reported that
2.3 million more women and girls are now playing football after England’s success at the Women’s Euro 2022. And during T20 at Lord’s last year, TV viewership of the Women’s Ashes peaked at 795,000.
But despite these great strides, women still don’t have an equal playing field in sport. Brands looking to align themselves with gender equality at Paris 2024 – and those taking up the mantle beyond the Olympic games – can help to overcome three key barriers…