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Paris 2024: A milestone for gender equality in the Olympics

The 2024 Paris Olympics are a historic milestone for gender equality in international sport. For the first time, the Games will feature full gender equality in all 32 sports, with an equal allocation of 5,250 places for male and female athletes. This achievement reflects a century- long journey toward equal representation since the participation of 22 women in the Paris Olympics in 1900.

A century of progress

The path to gender equality has been gradual but steady. At the 1996 Atlanta Games, 34% of participants were women, participating in 26 sports. By Tokyo 2020, female participation had increased significantly, with women competing in 33 sports. Paris 2024 is the culmination of these efforts, showing an equal distribution of women and men in all disciplines, a major step forward in the evolution of the Olympic Games.

Transforming traditional sports

Paris 2024 will see unprecedented equality in sports traditionally dominated by men. For instance, boxing will now feature seven weight categories for both men and women, a notable change from the past when men's boxing included ten categories compared to three for women in the 2012 Olympics. This shift reflects a broader commitment by the International Olympic Committee (IOC) to promote gender-balanced competition, further emphasized by the introduction of new mixed-gender events like the marathon relay. Impact of policies on motherhood in elite sports

The upcoming Olympics will also highlight evolving attitudes towards motherhood in sports. More mothers are expected to compete, thanks to supportive policies from National Olympic Committees and sports federations. The U.S. Olympic Committee, for example, has introduced travel support for caregivers and young children, benefiting athletes like Allyson Felix, who has been a vocal advocate for maternal rights in sports. Felix's activism has spurred significant changes in how sponsors and organizations support pregnant athletes and new mothers, challenging outdated norms in elite athletic performance.

Sponsorship and Economic Impact

Gender equality is a key factor driving major brands to invest significantly in Olympic sponsorships. According to ice hockey hall of famer Angela Ruggiero, the emphasis on gender equality is one of the core values that attract sponsors to the Games. The IOC's TOP partnership program, which includes 15 worldwide sponsors, sees some brands paying over $100 million to be associated with the Olympics across multiple editions. Brands are not just investing in men's sports; they are equally supporting women's sports, reflecting the balanced representation at the Games. For example, Visa has assembled its most diverse team of sponsored Olympians and Paralympians ever for Paris 2024, comprising 80 female and 67 male athletes. Companies like Coca-Cola have also highlighted female athletes in their campaigns, with stars like Simone Biles fronting major promotional efforts. This commitment is part of a broader trend where companies use their Olympic partnerships to showcase their own diversity, equity, and inclusion values. The increasing participation and success of female athletes have also had a significant economic impact. Women's sports are projected to generate global revenues of $1.28 billion in 2024, driven by a compound annual growth rate of 32% from 2021 to 2024, according to a 2023 Deloitte report. This economic potential is further boosted by the rising prominence of women's competitions in media coverage. NBC, for instance, has committed to equal primetime coverage of men's and women's events during the Paris Games, setting anew industry standard.

Ongoing Challenges and Future Prospects

Despite these advancements, challenges remain, such as the gender pay gap and the underrepresentation of women in sports leadership roles. Women currently hold only 27% of executive positions in international sports federations, highlighting the need for continued progress. Nevertheless, the Paris 2024 Olympics symbolize a significant achievement in gender equality, both celebrating past progress and setting a benchmark for the future. As the world turns its attention to these Games, they will not only showcase athletic excellence but also reflect a growing commitment to gender equality in sports, making it a defining feature rather than an exception.

Sources: SportsPro Media, Forbes