By Isabella Bertold, Team Principal, Concord Pacific Racing

‍

Growing up as an athlete, I was constantly inspired by those at the top of their game. But as a young girl, most of my role models weren’t women—they were men. Why? Because those were the athletes I saw on TV, in magazines, and across all forms of media. While I was fortunate enough to compete against older female athletes whom I admired, the truth is, young girls should be able to see women’s sports front and centre—not just on the field but in the media spotlight.

‍

Why Media Coverage Matters

‍

The phrase "if you can see it, you can be it" is incredibly powerful, especially for young girls in sport. For generations, boys have grown up seeing male athletes in the media, making it easier to envision themselves reaching those heights. For many young girls, this opportunity has been far less accessible.

‍

According to a Women’s Sports Foundation report, nearly 50% of girls drop out of organised sports by the age of 17. One major reason is the lack of visible female role models. When girls don’t see women excelling in sport, it’s harder for them to picture themselves in those roles. This is particularly true in Canada, where 1 in 3 girls drop out of sports during adolescence, compared to only 1 in 10 boys. Increased media coverage of female athletes has begun to reverse this trend, but more needs to be done to ensure young girls have women to look up to on a global stage.

‍

‍

The Growth of Women’s Sports Coverage in Canada

‍

Recent data from Canadian Women & Sport reveals that 2 in 3 Canadians are fans of women’s sport, dispelling the myth that Canadians aren’t interested. The study found that fans of women’s sports are not only passionate but also diverse, educated, and engaged. Canadians see women’s sports as athletic and exciting, with 85% of fans watching women’s sports on TV or online.

‍

This growing engagement isn’t limited to just one sport. The report highlights how women’s sports across various disciplines—from hockey to rugby and soccer—are attracting larger audiences and driving deeper fan engagement. The Professional Women’s Hockey League (PWHL) in Canada recently drew 2.9 million viewers for its debut game, signalling that the appetite for women’s sports in the country is substantial.

‍

Pushing for Equal Media Coverage

‍

While it’s encouraging to see more women’s sports making headlines, the challenge is to continue pushing for equal media coverage. And this push must be driven by corporate partners and media companies willing to invest in showcasing women’s sports. It’s not just about filling a gap; it’s about recognising that there is a growing audience for women’s sports—a fan base hungry for content.

‍

In Canada, there’s clear evidence that Canadians want more women’s sports coverage. The It’s Time report found that 6 in 10 Canadian fans believe brands should do more to support women’s sports, with younger fans driving much of the demand. Additionally, 4 in 10 fans said they are more likely to purchase from brands that support women’s sports. This growing support shows that investing in media coverage for women’s sports can be both profitable and socially impactful.

‍

‍

Sailing as a Case Study: Olympics and Beyond

‍

Sailing has been an excellent example of how equal media coverage can look. In the Olympics, for instance, there is a balance in coverage between men’s and women’s events. Female sailors receive the same spotlight as their male counterparts, and this visibility has contributed to inspiring more young women to pursue competitive sailing.

‍

Looking ahead, the Puig Women’s America’s Cup is another opportunity to showcase the importance of media coverage in advancing women’s sports. We’re fortunate to have the support of Telus Optik TV, which is investing in amplifying coverage of our races. This partnership, along with platforms like TSN, will help us reach new audiences and inspire the next generation of female sailors. But we need more companies and broadcasters to follow suit to keep this momentum going.

‍

‍

Why It’s Time to Invest

‍

The evidence is clear: when women’s sports are given the platform they deserve, fans respond. In Canada, women’s sport offers a unique opportunity for brands and investors to connect with purpose-driven, socially-conscious audiences who care about community and representation. By giving women’s sports the same airtime as men’s, we provide young girls with role models and validate the incredible efforts of athletes competing at the highest levels.

‍

The Puig Women’s America’s Cup is just one example of what can be achieved when female athletes are given the attention they deserve. I hope that this event—and the coverage it garners—will set a new standard for the future of women’s sports.

‍

On that note, I’d like to take a moment to acknowledge the invaluable support we’ve received from our corporate partners. You are leading the charge in Canada, not just by supporting Concord Pacific Racing, but by making a real, lasting impact in advancing women’s sport. Your investment helps to ensure that female athletes receive the media coverage and recognition they deserve. 

‍

Together, we’re not only creating opportunities for women in sport but also inspiring the next generation of female athletes across Canada. Thank you for believing in our team and for championing the future of women’s sports.

‍

Isabella Bertold
Team Principal, Concord Pacific Racing

‍