"Women's sport and commercial support for women's sport is on the frontline for the sports industry. Both brands and most importantly rights holders need to be seen to supporting both genders equally and diversity overall. With diversity and equality the number one agenda item in the FTSE boardroom, it is increasingly difficult for brands to be seen to be just supporting male sport. Equality in sport is non-negotiable, however any commercial support should be proportionate to the potential return. This is the key issue and therefore needs to addressed properly." Rupert Pratt, Managing Partner at Generate
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