United Kingdom

DAZN has joined Women in Football (WIF), to take action and pledge to improve the landscape for gender equality in football broadcasting, as part of their new campaign #GetOnside.

“We pledge to #GetOnside and narrow the gap of women’s sports viewership by increasing the reach and engagement of women’s sports coverage across DAZN’s platform and editorial channels.”

As the leading global sports streaming platform, global broadcaster of the UEFA Women’s Champions League, and the home of phenomenal ambassadors Ada Hegerberg and Ashley Lawrence, DAZN is committed to elevating the women’s game and showcasing extraordinary talent like never before.

The pledge supports DAZN’s and the Female Quotient’s recent report “The Coverage Gap” which uncovers the key findings around the lack of regular women’s sports coverage and how this translates for consumers into ongoing barriers to viewership. It is found that more visibility of women’s sports is critical to narrow and close the 30% viewership gap between men’s and women’s sports. There is an opportunity for broadcasters to produce a higher frequency of coverage across the industry, as well as more consistent quality in coverage and storytelling, to feed existing women’s sports interest, narrow the viewership gap, and thus contribute towards leveling the playing field.

WIF are actively helping to bring about a permanent and positive change for gender equality in football, on and off the pitch. The #GetOnside campaign is rallying organizations and individuals to be on the side of change when it comes to gender equality in football and commit to taking action to improve the landscape for women and girls in the game.

WIF CEO, Jane Purdon says: “DAZN’s #GetOnside pledge is wonderful news for women’s sport. We know that when coverage is provided, audiences are keen to watch, so DAZN’s international reach will be a boon for women’s football among many other sports. A warm welcome to the #GetOnside family goes out to DAZN from all of us at Women in Football. Thank you for helping to level the playing field.”

The announcement follows DAZN’s multi-year global partnership with Common Goal and demonstrates the drive for long-term social impact around the most vital issues at the intersection of sport and society, including gender equity.

A full list of #GetOnside pledges has been published on the WIF website.