A strategic sector in definitive and global takeoff, a lever to strengthen Spain’s position as a tourist destination, a stimulus for the economy, a space for innovation and a catalyst for equality and female leadership. These are some of the conclusions of the I International Women’s Sports Congress: “The new paradigm: leading social, cultural and economic change through sport”, which was held throughout the day today in the Caja de Music of Madrid and which has brought together sports stars and CEOs of the sports industry.
Organized by the Women’s Sports Institute (WSI), this pioneering discussion forum has addressed the strengths and weaknesses of the women’s sports ecosystem, its opportunities in the field of industry, science, innovation, technology, fashion and through celebration of large events. But also, there has been a lot of talk about female leadership and healthy habits.
The director of the WSI, Alejandra Domínguez, has assured that women’s sport is at its best and has highlighted that conferences like today’s show that we must “create the conditions to generate the immense opportunities that women’s sport offers.” “WSI will continue working as an accelerator of change,” she stressed.
Among other attendees, the member of the FIBA executive committee Carmen Tocala participated, who gave the inaugural conference; the president of FEB, Elisa Aguilar; the director of the ADO plan, Jennifer Pareja; Olympic athlete Laia Palau; the only Spanish woman CIO member, Marisol Casado; the president of League F, Beatriz Álvarez; the motorcycling world champion Ana Carrasco; the CEO of Legends, Chus Bueno; the president of FIBA Europe, Jorge Garbajosa, and the director of Atlético Femenino de Madrid, Lola Romero.
For more than eight hours and in four discussion tables (women’s sports and major events; women’s sports and science; women’s sports as a business unit, and leaders), sports stars and CEOs of the sector have exposed the different levers to activate the industry . of women’s sports and the commitment to events, which also strengthens Spain’s position as a tourist destination. In fact, one of the conclusions that has been drawn is that “it is a great business decision to invest in and support women’s sports because it is a stimulus for the economy and its profitability is proven.”
The speakers have referred to examples such as the Solheim Cup 2023, the most important women’s professional golf tournament on the international calendar that had an impact of 300 million euros, or the last Women’s Soccer World Cup that generated more than 500 million. Reference has also been made to the social and economic impact that the Casademont women’s victory in the Copa de la Reina de Baloncesto had in Zaragoza. “Women’s sport offers a differentiated value proposition, which attracts new market segments, encourages innovation and creativity, and promotes equality and diversity in the sporting field,” they stressed.
In this event, in which more than 200 people have helped, science and sport have also become swords. And, specifically, the need to support research and the participation of women, as well as gender inequality in the practice of sports activity. According to the WHO, women perform less physical activity than men due to different motivations, more barriers and less social support, which is why there has been a commitment to adapt the offer of physical-sports activities to the preferences and needs of young women. with differentiated options by gender and encouraging support from those closest to them. In this sense, it has been advocated to address sport as a public health issue and special emphasis has been placed on the psychology of athletes.
To talk about female leadership, we have had leading women in different fields, who have presented their successful trajectories as an example of talent, effort and commitment. This is the case of the president of FEB, Elisa Aguilar, or the world motorcycling champion Ana Carrasco. And new formulas have been explored to promote diversity at the forefront of the management of the different public and private sports institutions and entities.
Another issue that has been addressed is new communication models around women’s sports, as well as the challenges and opportunities posed by new technologies such as the use of data and artificial intelligence, the application of virtual reality and augmented reality. . , streaming and social networks to make women’s sports visible, but also to optimize sports practice and for the profitability of the industry.
However, among the speakers there has been great consensus on the need to continue generating spaces for participation, training and visibility to enrich the industry and society and, above all, motivate our young people to continue practicing sports. Women’s sport has the opportunity to learn from the experience of men’s sport and to innovate in its practices based on its values, since it is still in the process of consolidation and growth.
The conclusions of this congress will subsequently be presented to the Senate and Congress, as well as to the Higher Sports Council, so that they can be applied, where appropriate, or serve to deepen certain debates. In addition, the creation of an advisory council is proposed. The event has been sponsored by Santander, Iberdrola, Azulmarino and Oysho, with the collaboration of the Sports Area of the Madrid City Council and the Young Sports Foundation.
The WSI is an entity that was born as an innovative movement for women’s sports and that aims to promote sports practiced, directed and managed by women, under the conviction that its growth will mean important social and economic development. In addition, it seeks to promote the women’s sports industry itself with greater weight in economic, social, including tourism and health policies, and public-private collaboration. To this end, there are four objectives that are set: identify talent and values to enhance the mirror effect in new generations; promote the professionalization of management in the female field of sport; create new projects for the interaction of institutions, brands and sports, and expand the dissemination and visibility of the conversations of the different federations, championships and athletes.
Not in vain, the data is conclusive: 83% of Spanish girls and adolescents do not do sports regularly; The dropout rate is really worrying between 16 and 18 years old, and, in the field of sports management, women only occupy 14% of executive positions. The sports industry accounts for 1% of global GDP and 3.3% in Spain.
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