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Brands & Sponsorship, Governance, The XX Series | Aug 24, 2017 | 1 min read

Collaborate and Commercialise: a Roadmap for Women’s Sport

Former British Rowing Chairman Annamarie Phelps on the need for closer collaboration and commercial opportunities in women’s sport.
sam.richardson@leadersinsport.com'
Sam Richardson

Annamarie Phelps led British Rowing as Chairman from 2013 to March 2018. An Olympian herself, having competed at the Atlanta 1996 Games, Phelps’ tenure at the top of one of Britain’s most successful national governing bodies has been notable for its emphasis on gender parity and a focus on modern sports business practices.


With the support of pioneering sponsor Newton Investment Management, Phelps chalked up arguably her greatest breakthrough at British rowing in 2015, when the Boat Race – a bastion of British sporting tradition – featured both a men’s and women’s event on the same stretch of the River Thames, and both on live TV.

One of the most progressive voices in the British sporting establishment more generally, Phelps nevertheless believes that a lack of cohesion and cooperation has held back the development of women’s sport in recent years. That being said, great strides have been taken; and the commercial opportunities available across the board in women’s sport have never been more valuable – nor more under-priced.

Annamarie Phelps was speaking at the Leaders Generation XX Series Think Tank event in June. The Leaders Generation XX Series is designed to provide a year-round platform to discuss and stimulate growth in women’s sport ─ forging better understanding and connections between sport and business to develop the conversation and accelerate the pace of change. This will be done through a series of physical events and regular online content.

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