(Photo Credit: bbc.com)

Media coverage of women’s sport entering “new age” during 2019 Women’s World Cup

Women make up 40 percent of professional athletes, but only 4 percent of media coverage is devoted to women’s sports. But it’s time to enter a “new age,” says Amy Montagne, a female executive at Nike. Montagne gave an interview to Glamour Magazine on the eve of the Women’s World Cup, to address issues like pregnancy discrimination at Nike and equal pay for female athletes.

“We’re committed to using our brand as a catalyst to bring the energy of women’s sports to more people around the world. We are the leader in women’s football sponsoring 14 teams in the World Cup, which is the most any brand has ever done. We’re helping celebrate and elevate our female athletes,” Montagne told Glamour.

Nike recently launched a new ad campaign, “Dream Further,” encouraging girls to get involved in sports. Montagne said Nike is not only a major sponsor of professional women’s sports but supports female athletes at the grassroots level.

“We’re investing in sport, not only in the kind of campaigns that you see and the products we’re making for women but also investing in sport at a grassroots level. It is super important that we continue to support and inspire young women around the world participating in sport,” Montagne said.

Nike partners with local groups worldwide, such as Girls Inc., to offer mentorship and female coaches to aspiring female athletes, Montagne said.

Kaya W. June 10, 2019