London 2o12 has marked a turning point in the perception of women's sport with the stunning achievements of Team GB's female athletes raising awareness and appreciation, according to new research.
Picture credit: Rex Features
An online survey by the Women’s Sport and Fitness Foundation (WSFF) found that 66% of Britons watched more women’s sport than usual during the Olympics and nearly three-quarters were impressed by the quality of women’s sporting events.
A further 78% of respondents agreed that increased funding for women’s sport is important and 75% supported an increase in media coverage of women’s sport: all great news for Stylist's Fair Game campaign for equality in sport.
ABOVE: Nicola Adams celebrates a historic gold win in boxing
Female athletes played a major role in Team GB's sensational gold rush at London 2012, with a series of historic wins across a range of disciplines.
Nicola Adams scored the first women's boxing gold at an Olympic Games, while Jade Jones beat China's Yuzhuo Hou to claim Great Britain's first taekwondo gold, and dressage Olympian Charlotte Dujardin became only the fourth British female athlete to win double gold at a single Games.
Millions cheered on Jessica Ennis as she stormed to an unforgettable Olympic heptathlon victory and cycling trio Danielle King, Joanna Rowsell and Laura Trott beat their own world record time twice in one day as they claimed the Olympic title in the women's team pursuit. Over in rowing, Team GB's women led the way with three gold medals - to name but a few headline-making moments by British female Olympians.
ABOVE: Danielle King, Joanna Rowsell and Laura Trott sweep to victory in the women's team pursuit
WSFF Chief Executive, Sue Tibballs said: “These last two weeks have been the perfect boost for women’s sport and it could be seen as the moment where the profile of women’s sport changed for ever. But we need to make sure that the legacy of 2012 is not wasted.
"The appetite for women’s sport has never been greater and we are calling for commitment from sport, business and the media to help us take this agenda forward."
In targets that chime perfectly with Stylist's Fair Game initiative, WSFF is calling for more media coverage of women’s sport, more commercial sponsorship and for female athletes to be showcased as role models.
We are aiming to collect 100,000 signatures in six months, so please help us spread the word by sharing the petition and tweeting “I demand a better deal for women in sport #fairgame".
What do you think? How can we capitalise on the success of British female Olympians to secure more sponsorship and visibility in women's sport going forward? Let us know in the comments below