Empowering Females in Sports Is a Persistent Focus for MilkPEP
In the face of growing awareness worldwide about the significant imbalance in sports coverage, the present moment offers an ideal opportunity to leverage this momentum and bring about genuine, enduring change in the athletic realm. As a marathon, rather than a sprint, the journey toward gender equity in sports unfolds—and for certain athletes, quite literally.
MilkPEP, in collaboration with Gale, recently unveiled their integrated "26.2" campaign prior to the upcoming New York City Marathon on November 6. The initiative aims to boost the visibility of female marathoners this year, while also offering support to the upcoming generation by making donations to Girls on the Run, a nonprofit dedicated to empowering young girls via running.
Several other initiatives are actively advocating for gender equality and enhancing the profile of female athletes:
- Leah Wang, a swimmer at Emory University, recently spoke before the U.S. Congress in support of the "Fair Play for Women Act," a bill related to Title IX that aims to ensure gender equity in higher education sports programs.
- The UNMATCHED: Gender Equity in Sports Conference, hosted annually by Tennis Canada, focuses on unity and allyship to foster women and girls in sports. The 2025 keynote speaker will be Dawn Staley, a renowned athlete and coach who has been a vocal champion for women's sports equity.
- Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird co-founded TOGETHXR, a brand dedicated to elevating female athletes and women's sports through increased visibility and resources.
- FIFA announced the inaugural Women's Futsal World Cup, to be held in 2025, addressing past marginalization and promoting parity in this fast-growing sport. This initiative signifies a broader endeavor toward equal opportunities, media coverage, investment, and recognition for female athletes globally.
- Gainbridge® Assists (formerly Parity Week) is a nationwide initiative celebrating and supporting girls and women through sports and education grants. By partnering with Parity and the Women’s Sports Foundation, Gainbridge has bestowed significant grants on organizations throughout the U.S. that empower female athletes and expand opportunities. In 2024 alone, $172,000 in grants were awarded, with plans to increase to $222,000 annually.
Together, these diverse efforts—which include advocacy, conferences, athlete-founded brands, international sports federations, and grant programs—contribute to the advancement of gender equality and the enhancement of opportunities for female athletes, exceeding the scope of the MilkPEP campaign.
- In the European leagues, such as the Champions League, there is a growing call for increased momentum and position in the coverage and spotlight for female athletes, emulating the movements in sports like marathon running.
- As the UNMATCHED: Gender Equity in Sports Conference expands its reach, it will host Dawn Staley as the keynote speaker in 2025, aiming to further her championing efforts for gender equity in sports across various sports, not just football.
- In a bid to bolster the profile of female athletes, Athletes like Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird have co-founded TOGETHXR—an athlete-led brand advocating for gender equality, aiming to improve the momentum of female sports analysis, not just in sports like football, but across sports industries.
