Giving girls an equal and improved playing field
The concept of corporate social responsibility (CSR) has grown rapidly in terms of public exposure but its connection to the sports sector still holds a lot of potential. The sports sector includes a wide variety of entities having sport as a core function, i.e. operations of sport events, teams, leagues etc. Additionally, the sector is also associated with entities where sport is not a core function but merely something to be used as a promotional platform to seek ‘added value’. From a wide perspective, sport is a cultural institution in a globalized world and thus a powerful platform for the creation of personal, organizational, economic and/or societal benefits for stakeholders capable of building a bridge between sport and the essence of CSR.
CSR is integrated in our way of applying knowledge and seeking change in the world of sports exemplified via women’s football/soccer. Notions of CSR pervades our way of working in the sense that we acknowledge the importance of generating business value while emphasizing positive social and societal changes through football/soccer.
“Over the past decade, there has been a groundswell of support within the sports industry to be ‘good sports’, as evidenced by a growing number of, and commitment to, ‘giving’ initiatives and ‘charitable’ programs.” (Bradish & Cronin, 2009)
The above-mentioned citation offers evidence that the sports sector contributes positively to society. For our partners and us, it is essential to highlight that ‘masses of people are influenced positively via sport and football/soccer in particular’ for what reason ‘the lifecycle of our initiatives constantly is enhanced by growing support’.
The number of female soccer players up to 18 years of age has increased from 22,273 in 1988 to 52,384 active players under DBU in 2010 and in 2010 there was a total of 71,273 female players in Denmark under DBU (DBU, 2011; DIF, 2011). That shows a growing female football population. Women’s football holds great potential where the growth rates at the grassroot level signals a promising future. On top of that, there is also market potential in terms of the existing body of unorganized players, whom we have seen as participants in our Sensational Street Soccer tournaments. To build on this development, it is significant to break down the gender based differences in a time where the participation rates are growing.
An article about: FIFA noticing great opportunities for women engaged in football – Read here
An article about: Women’s football and health on several fronts – Read here
An article about: Women’s football crossing boundaries and creating positive chance – Read here
Allan Hansen, Chairman of the Danish Football Association/DBU said in an interview with Information, a Danish newspaper that there is a difference between men and women in terms of physical abilities. In the same article he stated that all stakeholders around the future journey of women’s football must recognize that the opportunities of women’s football are synonymous with creating a brand of its own. The foundation of this brand should be based on a game and surrounding conditions, which are adapted to the physical capabilities of female players as well as qualitative prerequisites. According to Allan Hansen, the female national team in handball has already shown how this is possible.
National team players Cathrine Paaske and Bettina Falk testing and talking Sensational 1 with the young players.
Core elements of our CSR (Corporate Social Responsibility) Identity:
Sensational 1 is applying CSR by giving female football/soccer players safety (fewer injuries), the opportunity to enhance their skills, and increase the speed of the game. By making a statement and implementing CSR in women’s football/soccer, we will be teaching girls that they can make a difference by taking part in innovative behavior – which is important for our future.
We want to provide our partners with status, knowledge and sound values. Closely related to status and knowledge is status and skills. Especially for younger (and young-at-heart) consumers, participation is the new consumption. Brands that help consumers develop skills and create professional and valuable output will produce appreciative audiences. By changing the size of the football to fit women, we believe we can create a faster, safer and more attractive game to play and watch.
Our goal is to eliminate the size 5 ball in women’s football. In addition to a higher quality of the game, we hope to prove that the use of a football designed specifically for girls and women will be safer and reduce injuries (which at this time is several times the ratio as in the men’s game).
We want faster play, longer stay…
National team player Cathrine Paaske:
”I certainly support the idea of a ball adapted to women players. I am convinced that this can make women’s football more attractive to look at, in the sense that women could make faster passes and longer kicks / passes using less power. I have personally tested the ball. I kicked significantly longer with sensational 1 than with an ordinary ball. I have also tested the ball in small sided games and was positively surprised that it was fast in a controlled way.”
A basic principle guiding participation in sports should be that of ‘equal opportunities for everyone involved in the game.’ Performing on a level and equal playing field, where intertwining elements illuminating the importance of ‘physical safety’ for participants is a guiding force, should be what characterizes socially responsible sports.
This is aligned with the need for good governance procedures from sports governing bodies surrounding women’s football. From recreational leisure time activities to formal club football, all the overlying governing bodies at local, regional, national and global levels need to be on the same page.
Sensational 1 is a new ball taking women’s football in the right direction in a sport that has come to a new crossroad regarding the need for transparency in terms of socially responsible actions – those related to women’s football. It is time to level the playing field for women so that they find themselves in a game of increased speed and safety.
“As a former player and a mother it was not difficult to let my daughter play football. I do believe that it’s a brilliant sport for girls. But not paying attention to the huge amount of injuries among female players was not an option. So out of desperation and the fact that these girls are our future, we kept the size 5 football away from our girls and started working on Sensational 1 – looking for faster play, longer stay. We believe that this is a ball designed to fit and meet the needs of 15+girls and women playing the game and to provide them with an equal and safe opportunity to have a lifetime of joy playing the game they love.” Majken Gilmartin
Global tendencies:
Focus on staying healthy, for your own sake and for the benefit of society. Don’t burden the healthcare system – we are all responsible for not wasting scarce resources.
We all have to make responsible decisions.
Support our cause and make a huge difference for women worldwide
