Sitting on our team bus travelling to the final of the T20 Women’s World Cup at Lord’s, I was full of expectation. It was 2009 and we’d just won the Women’s One-Day International World Cup in Australia. For the first time, England women became world champions playing away from home – one of our most important achievements.
Fast-forward to today and women’s cricket has, thankfully, undergone a transformation. There are record attendances, global television audiences, professional domestic competitions, greater investment and players on billboards at Piccadilly Circus.
Barriers have come down in women’s sport. Women’s tennis has returned to Queen’s Club after 52 years. The Lionesses with their Euros wins in 2022 and 2025 and the Red Roses winning the World Cup for a third time last year have inspired young girls to believe that elite sport can be part of their future.
Creating better environments for girls isn’t just about investing more money. It’s about building cultures where girls feel safe, respected and able to thrive.
In recent years, we’ve seen progress in many diverse communities, with attitudes towards girls playing sport shifting, and more families encouraging their daughters to get involved.
My call today is that we build on the progress that has been made, not through empty words but through consistent action. Taking part in sport shouldn’t be an aspiration, but an expectation.
Sport remains one of the few forms of entertainment people consistently watch live, yet every sport is competing for relevance in a rapidly changing world. Bringing women into the spotlight creates new audiences, fans and opportunities. The sports that recognise this and embrace it will be the ones that continue to grow and thrive.
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