At Dark Horses we passionately believe that women’s sport will achieve genuine parity with the men’s game.

With sustained momentum, consistent growth and a record-breaking 2021 that saw 32.9 viewers tune into women’s sport in the UK, it’s very much on the way. But how soon depends on how we market women’s sport in the critical coming years.

Despite its draconian title, this document is not a tiresome tirade against perceived sinners. Instead, it’s a practical guide that identifies the challenges of promoting women’s sport.