C&C Connected | May 8
THIS WEEK'S PICK | A SIGNIFICANT TIME IN WOMEN'S SPORT
The last two weeks have featured so many significant developments in women’s sport that we could not pick just one to highlight in This Week’s Pick. We will be paying close attention to these stories as they play out in the coming weeks and months.
South African middle distance champion, Caster Semenya, lost her case against the International Association of Athletics Federations (IAAF), challenging a rule restricting the levels of naturally occurring testosterone allowed in female athletes in order for them to remain eligible to compete. This landmark ruling by the Court for Arbitration in Sport (CAS) sparked international debate surrounding the ethics of the ruling and the practice of requiring hormone suppression via medication for certain female high performance athletes.
On May 2, more than 200 of the top players in women's hockey announced a boycott, vowing to not compete in North America for the 2019-2020 season. Through a unified #ForTheGame statement released on social media, athletes expressed a desire to raise awareness of the game and the sustainability of being a professional female hockey player, as well as to promote cross-border unity in the sport. It was announced just a few weeks ago that the CWHL would cease operations effective May 1, citing a lack of economic sustainability.
Finally, across the pond, the BBC has extended its deal with the Football Association to broadcast the semi-final and final matches from the Women’s FA Cup each season, through 2024. This announcement follows a trend of broadcasters and OTT service providers moving to providing more coverage across platforms for women’s sport.
CLIENTS IN THE NEWS
Kia Nurse and the NY Liberty are back in action! Looking towards another exciting season, WNBA training camps began on May 5 and regular season games tip off on May 24. Kate Beirness has been court-side every step of the way through TSN's coverage of the Toronto Raptors throughout their exciting 2019 playoff run. In addition to his already jam-packed schedule, Jeff Marek joined Sportsnet 650's Canucks Central @ Noon to chat about what is going on in these Stanley Cup playoffs. And Harnarayan Singh took a look back at the Calgary Flames' 2018-19 season in the April 27 edition of Flames TV Punjabi. Finally, look out for a Spartan Race near you, as the 2019 race season kicks off in the Laurentians on May 18/19.
GOING GLOBAL | NIKE RAISES ITS VOICE
In 2018, Nike released a video featuring Caster Semenya for its “Just Do It” series. Last week, just after the CAS ruling on Semenya’s case, Nike tweeted this:
Hot on the tail of the announcement of its deepening commitment to female athletes, Nike continues to position itself as not only a brand, but as an organization that stands with athlete-led movements that have transcended their specific sport disciplines into the greater cultural narrative.