RAISE: 2024
Last week, I had the privilege of being invited to the RAISE event in London, a ground-breaking two-day conference organised by Interact, dedicated to advancing opportunities for women and girls in sport. The room was filled with industry leaders and decision-makers from brands, media, and rightsholders, all passionate about shaping the future of women’s sport. From brand sponsorship to increasing media visibility and driving female representation in leadership roles, RAISE tackled the most pressing conversations head-on.
RAISE was about taking real steps to break down barriers and spark genuine transformation. I was particularly drawn to the panel hosted by Laura Correnti, CEO of Deep Blue, which featured Simon Morris [VP International Marketing, Adobe], Kate Johnson [Global Marketing Director, Sports, Entertainment, and Content Partnerships at Google], Juliet Slot [Chief Commercial Officer, Arsenal FC] and Marina Storti [CEO, WTA Ventures]. This dynamic discussion focused on the power of storytelling and the immense commercial value female athletes can unlock by sharing their personal journeys.
Marina Storti shared that “72% of fans in women’s sport are interested in female athlete lives outside of their sport, compared to 43% of fans in men’s sport.” This insight underlines the unique opportunity we have in women’s sport to build deeper, more meaningful connections between athletes and fans. Marina’s comments resonated deeply with me, highlighting how much potential there is for female athletes to tell their stories and, in turn, boost their commercial value.
Simon Morris raised another important issue, revealing that “69% of women’s football clubs in the UK don’t have the resources to create content (before the Adobe FA Cup partnership)” The need for more support in content production is vital, particularly as media visibility continues to grow for women’s sports. As Simon pointed out, during the FA Cup, Adobe Express saw a 15% increase in content exports - clear proof that when clubs have the tools they need, they can create content that drives engagement and builds their brand.
Kate Johnson brought her own wealth of experience to the conversation. She stated that “The power is in the athlete’s hands now,” and was a perfect reflection of how digital platforms like YouTube are changing the game for athletes. Google’s commitment to improving representation through their search algorithms is giving female athletes the opportunity to take control of their narratives, increase their visibility, and build their personal brands in a more impactful way.
Juliet Slot shared some powerful insights as well. She highlighted that “57% of ticket buyers for Arsenal Women FC matches are women,” demonstrating the growing female fanbase and the potential for greater fan engagement in women’s football. It’s clear that the demand is there, and it’s up to us to continue making women’s sport accessible, visible, and engaging for everyone.
The entire event left me inspired, but what stood out most was the recurring theme of unlocking the full commercial potential of women’s sport through storytelling, investment, and innovation. As Marina Storti put it, female athletes need to share their ‘soul food’ - the things that motivate and drive them outside of sport. It’s this authenticity that resonates most with fans and can ultimately help women’s sport grow even further.
A huge congratulations to RAISE and Interact for pulling off such a brilliant event. The conversations were timely, the energy was contagious, and the sense of community was undeniable. The future of women’s sport is brighter than ever, and I’m excited to continue being part of the journey.
KEY TAKEAWAYS FROM THE EVENT
There were several other key moments during the event that truly captured the essence of RAISE 2024. Kayla Green (CMO, ATHLOS) highlighted how “female track athletes are propelling culture forward,” underlining the cultural influence of women in sport. Nikki Doucet (CEO of the Women’s Professional Leagues Limited) shared that many fans today are more likely to follow individual athletes rather than clubs, signaling a shift in fan engagement and reinforcing the importance of personal branding. Meanwhile, Charlotte Hogg (CEO, Visa Europe) discussed Visa’s ongoing efforts to support diversity and inclusion, sharing that Visa had “4x more Paralympic athletes in Paris 2024 than in Tokyo 2020,” a testament to the power of sponsorship in driving positive change.
Matt Brittin (President of EMEA, Google) added to the conversation by speaking about how Google is using its algorithms to increase representation and visibility for female athletes online, while Laura Correnti (CEO of Deep Blue) gave insight into the growing NIL (Name, Image, Likeness) business in the USA, which has become a $1.37 billion industry over the past three years.
These moments encapsulated the collective mission at RAISE - to accelerate the growth of women’s sport through innovation, investment, and community.
Jordan Guard
Founder, Women’s Sports Alliance