It’s time to put women in sporting spotlight, declares Clare Balding

Top sports broadcaster Clare Balding believes Irish TV, radio and media outlets should be doing much more to promote women’s sports.

Balding went head-to-head with RTÉ’s head of sport, Ryle Nugent, during a lively debate on broadcast coverage of women’s sport at the Liberty Insurance and Sport for Business-sponsored ‘Wise Up - Exploring Women in Sport in Ireland’ conference in Croke Park.

“You are fortunate in Ireland to have female role models of quality and personality to represent you on the world stage and there’s so many opportunities for Irish businesses and media outlets to tap into,” said Balding.

“What I would say to broadcasters and potential sponsors is, because women’s sport is still growing in Ireland, you have a better chance of manipulating TV and radio schedules to suit you. For businesses, it’s much more affordable than men’s sport, and that may not be the case in five or 10 year’s time, but if you get in there now, it is the case and you will get the rewards.

“Social media too is where there’s a massive opportunity and it allows us to create our own storms rather than wait for the coverage. But, I also think women’s sport can massively help itself.

RTÉ’s Ryle Nugent said the public broadcaster is on the right track, having broadcast two of Ireland’s women’s Six Nations games this spring. But he added much more needs to be done to increase attendances at women’s sports events.

“We have made significant strides, and they were conscious strides. We’ve got to a point now where we’re making decisions proactively in terms of covering women’s sport when we believe it’s the right decision.”

Also speaking was Irish Olympic legend Sonia O’Sullivan who believes Ireland is to the forefront of promoting women’s sports compared to Australia, where she now lives.

“In Ireland we’re very proactive and the message to support women’s sport is clear. But, in Australia it’s only now that women’s AFL is becoming as high profile as ladies football and camogie here. It’s interesting to see that happening in a country where sport is so big, that they’re really only now waking up to the fact that they have to give more attention to women’s sport.”