Forbes 100 List: Brands Must Take Responsibility for Lack of Equality
The Forbes list of 100 highest paid athletes was released this week, and, controversially there wasn't a single female athlete amongst the list. Shocking.
But why are we suprised? Coverage of women's sport across the media is pretty sparse. In our sport, running, the situation is better but it's still not equal- in most international marathon races the women's race is a sideshow.
TV bosses aren't stupid- but they take the easy root to success. They know there is demand for Messi and Ronaldo so they give us more. It's lazy- the only way you can let the women's game flourish is to shine a light on it.
Brands are also to blame- lazily showcasing 'influencers' as opposed to generating interest in athletes for their sporting prowess. When I recently read 'Binky' from Made in Chelsea was fronting a Reebok Active Wear range I nearly lost my mind.
Brands can do so much more to create stories around athletes. Time they took responsibility.
RUNNING PODCAST- Listen to some of our inspiring interviews with top athletes, runners, coaches and dietitians.
We speak to top athlete and Eurosport commentator, Tim Hutchings about the future of our sport.
We speak to the third fastest female Half Marathon runner in UK history, Gemma Steel. Tune in for some tips on how you can run your best Half Marathon.
Why are Scottish Athletes doing so well on the world scene? What makes their runners so special.
We speak to Brigid Picket, who ran through her pregnancy in the US, and Alex Collins, a Type 1 diabetes sufferer who managed to master his body and run a 2.40 Marathon.
Interview with 6th place finisher in the 10,000m at the European Champs and 2nd fastest female in the UK in 2018
This week we talk to former Irish athlete and coach, John Downes. We chat about the future of our sport, how it's run by governing bodies, and why the way they're structured affects 'grassroots' runners like us.