If revolution is too strong a word, then transformation might be the best way to describe what happened in women’s sport throughout the last decade, and in particular through 2019.

KUDOS – Proud to Champion Women’s Sport

We’re proud that a significant amount of the kit that we supply – around half – goes to women. Netball, hockey, archery, football, cricket, athletics and running, gymnastics and tennis are just some of the sports where clubs around the UK – and overseas – feature women playing sport on a regular basis and partnering with KUDOS.

And it was a massive year for women’s sport. The Women’s World Cup (football) took place in France, with Phil Neville’s squad reaching the semi-finals and Megan Rapinoe becoming an iconic figure the world over. The Netball World Cup was held in Liverpool in July, the Women’s Ashes took place the same month, while England won the Women’s Six Nations in rugby. And Fallon Sherrock turned the very manly world of darts upside down with two thrilling wins over men at the PDC World Darts Championships, before being awarded a spot in all World Series of Darts events in 2020.

The Transformation of Women’s Sport

While glass ceilings and attendance records in women’s hockey, cricket and football were being broken all over the place, it was heartening to see the women’s sport movement not resting on its laurels. To their great credit, back in June, The Daily Telegraph announced Telegraph Women’s Sport. Anna Kessel – the founder of Women in Football, became the paper’s first ever women’s sport editor, and it is now devoting regular pages and column inches to women’s sport, with a host of new columnists.

It also produced a manifesto for women’s sport, that seeks to:

  • Address the under-representation of women’s sport through increased editorial coverage in digital and print media
  • Celebrate women’s sport through the introduction of standalone channels, dedicated products and the integration of content into existing Telegraph sections
  • Campaign on key issues to inspire women’s participation in sport from the grass roots to elite level, and hold to account those responsible for its development and organisation
  • Grow audiences by investing in specialist women’s sport journalists and encouraging more female byline
  • Develop the TWS brand to maximise its appeal with readers and sponsors alike, and offer multiple opportunities for interaction and collaboration

Change the Game

Hot on the heels of this pioneering move was the BBC and its Change the Game campaign – a new comprehensive line up of women’s sport in the summer that boasted live coverage galore, documentaries, podcasts and online features.

Meanwhile, talkSPORT won the rights to broadcast the FIFA Women’s World Cup on the radio, with every England game, every Scotland game, the semi-finals and the final all broadcast live. Just a matter of a few years ago, that would have been completely unimaginable.

This transformation of women’s sport, and in particular its visibility, is long overdue but hugely welcomed. It goes without saying that such visibility, such exposure, can only have positive ramifications for grassroots participation, and as a result, the health and well-being of a nation. Sport is not and never has been the sole preserve of men, and it is wonderful to see the continued growth of women’s sport.

But there is more still to be done – and KUDOS is keen to look ahead, to partner with even more women’s teams and clubs, for we are proud to champion women’s sport and work with as many women in sport as we do – women who are redefining that well-worn, outdated rubbish about what playing sport ‘like a girl’ really means.


KUDOS supplies made-to-order teamwear to a range of sports clubs across the globe. We supply bespoke custom kit that is built for performance and worn with pride. Use our one minute kit designer to design your kit today.


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