In order to drive women’s sport forward, the responsibility lies with everyone, not just women. When big names speak up on equality in sports, the effect and influence is significant. Societal norms and culture towards women’s sport continues to hold things back but when fans and supporters hear their role models speak out - it can have a huge impact.
“Who gives a f*** about women’s sport?”
“No one watches women’s sport.”
“They’re s***.”
If you are in the women’s sport sphere, there’s no question that you’ve seen or heard comments like this on a daily basis. It would be foolish to think that we’re going to change the attitudes of everyone but that doesn’t mean we can’t make a significant change. When prominent figures speak and show support - people listen. Their support is needed.
Step forward Brian O’Driscoll.
One of the greatest male rugby players of all time, Brian O’Driscoll, has taken on the role of promoting women's sports through his partnership with Guinness and their “Never Settle” Campaign. The campaign aims to drive greater visibility for the women's game and they are calling on people across the nation to come together this weekend and make Ireland’s TikTok Women’s Six Nations match against England in Musgrave Park, a sell-out.
“Where women's rugby has been over the course of the last 10 years, I think, has been well documented,” said O’Driscoll, former Leinster Rugby legend. “It needs a helping hand on a number of different levels. Having corporates come in and push the women's game as much as the men's game is vitally important to the continued growth and prosperity of grassroots and interest levels.”
This is not the first time O'Driscoll has used his platform to show his support for women's sports. In 2020, he criticised the media for its lack of coverage of women's sports. He took aim at a major newspaper that released a sports section of 24 pages of sports news, with not a single mention of any women's sport.
If @20x20_ie is meant to actually be the start of something then we have to stop just paying lip service to it. PROMOTE IT EDITORS! How are our daughters expected to be inspired if there are no visible sporting female role models? https://t.co/fn5GAFDMeI
— Brian O'Driscoll (@BrianODriscoll) October 4, 2020
As a man who grew up enjoying the benefits of preferential treatment in sports, O'Driscoll now acknowledges the uphill battle that women's sports face in achieving the same recognition and opportunities. He understands that sometimes it takes a personal trigger, like having a daughter, to realise the inequalities and to take action.
“I have two sisters that were interested in sport without being super competitive. Growing up, I never really thought about the inequalities, until you hear about the preferential treatment for boys over girls. And I know sometimes people will go, ‘Oh, it's only now because you have a daughter you care.’” O’Driscoll said.
“Sometimes you need a trigger like that to allow you to see the inadequacies or the lack of equality between boys and girls and the preferential treatment one way or the other. And for me, there's been an element of a catalyst to that, of wanting the same for my daughter as much as for my sons.”
There is a growing band of Irish fathers, including former rugby player Paul O'Connell and golfer Shane Lowry, who have become more vocal for a level playing field since having daughters.
Paul O'Connell speaking about the importance of visibility and role models for young girls - just like his own 6-year-old daughter, Lola.
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#HerSport #WomenInSport pic.twitter.com/SpG42GFp1T— Her Sport (@HerSportDotIE) September 17, 2021
Over the last few years, some women in sport advocates have taken shots at these ‘GirlDads’ who are ‘only speaking out now’ since having daughters. But really, who cares? If that’s what it takes to progress, so be it.
Sometimes we can shoot ourselves in the foot by nit-picking and turning people against us by complaining about the small things. In an ideal world we wouldn’t need that to spark a change but if that’s what is going to help drive things forward and make more people aware, then let’s welcome it with open arms.
“As a man growing up and as even a boy in school, even if there is preferential treatment for you, you're not going to push that away. You’re going to enjoy it. Sometimes you're so blinded by that, you don't know about the alternative,” O’Driscoll admitted.
“So it's only when it comes to light do you really have an appreciation for how much of an uphill battle it is for women's sport to actually achieve and deliver and perform at a high level.”
Women’s sport is on the rise. The facts are clear. Did you know in 2022 - THREE of the top five most attended football matches in the world were women's matches? In Ireland, surveys show that Katie Taylor and Katie McCabe are among the among the most admired athletes in the country.
Next week’s final round of the TikTok Women’s Six Nations will see England take on France at Twickenham in front of a World Record women’s rugby crowd of over 50,000 people.
🚨 The RFU confirm 50,000 tickets have been sold for the Women’s Six Nations clash between England and France at Twickenham 👀
This will be the first time England women have played at HQ for a stand-alone match 🔥
Will we see a sold out HQ? 🤔— Stella Mills (@stellamills__) April 18, 2023
The interest is there. The demand is there. Yet despite all of this. The current state of women's sports media coverage is stark, with only 6% of sports media coverage dedicated to women's sports.
O’Driscoll is calling for more visibility, more coverage.
“I think we're much more aware of the need for promoting equality, not forcing it, but pushing for it because it's the right thing to do. Why should one gender dominate headlines over the other? It's about access, and there's a huge disparity in access. It's not that women aren't as interested in sports as men, that's nonsense. It's just that they haven't had the same opportunities to grow and become sports lovers to the same degree.”
‘”It’s hugely inspiring to see the progress in promoting equality and the increasing interest and participation levels in women's sports,” he said.
“It's funny, if you look at kids now, like my own, they don't even think about men's vs. women's sports, they just watch what's on. Something changes over time, largely due to the coverage and momentum generated from reading about it, hearing about it, and seeing it on our screens. The more access there is to women's sports, the more it will continue to grow.”
It has been a tough Six Nations campaign for Ireland, who have suffered three heavy defeats and face a daunting task against England this weekend. But amid the storm of criticism and some people questioning the commitment and legitimacy of the players, O’Driscoll has shown his support.
“This is a massive transition period. I remember going back to’ 99 when I became a pro for the first time. The game was only gone professional four years. We were totally learning on the go.”
Across the 1990’s when Ireland’s men’s team went professional, Ireland never finished higher than fourth in the Five Nations. In three of those tournaments, Ireland didn’t win a single game.
“Thankfully, when you are in camp, you tend to be somewhat isolated from the noise going on outside, and there's a time, I think you have to understand when to read the press and when to not. I think you lean on family and friends in a big way in those more challenging times.”
“You have to use all of that to fuel your fire as well and just improve game on game. This isn't going to be a very quick fix.”
'We need more support from men within rugby because attitudes like that won't go away overnight.' When Ireland went profesional in the men's game results took time.
Full episode on YouTube and Spotify now!
Brought to you in association with @opelireland #DriveOn pic.twitter.com/q366VLgOb7— Her Sport (@HerSportDotIE) April 20, 2023
Brian O’Driscoll has partnered with Guinness, a proud partner of the Women’s Six Nations Championship as part of their ‘Never Settle’ campaign. The campaign aims to make rugby a sport where everyone can belong regardless of their gender, race or sexuality.
This year, Guinness will be working to help make the Women’s fixture against England in Musgrave Park on April 22nd a Sell Out.
Ireland Women’s Six Nations Home Fixtures
Saturday April 22nd 2023
Ireland v England, 14:15pm. – Buy Tickets Here
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