One year on: Telegraph Women’s Sport

18 March 2020

One year on since its launch, Telegraph Women’s Sport (TWS) today published a special 16-page supplement looking back at some of the highlights of the past 12 months, as well as featuring an exclusive interview with Andy Murray and Dina Asher-Smith’s column on coronavirus.

TWS launched in March 2019, with a commitment to deliver unprecedented coverage of women’s sport across its platforms.

Telegraph Women’s Sport columnists Diana Asher-Smith and Judy Murray shared their thoughts on the initiative one year on:

Dina Asher-Smith said: “After being active for just one year I think Telegraph Women’s Sport has done a really fantastic job in amplifying women’s sport stories. Over the past few years we have seen a steady trend of more sportswomen having their stories told unapologetically. We’ve seen characters emerge, in all their dimensions, in all their glory with all their positives, negatives, vulnerability, strength, all the emotions, and I think Telegraph Women’s Sport has really enhanced that.”

Judy Murray said: “I’ve enjoyed reading features, interviews, columns and opinion pieces by women from such a huge variety of experiences of so many women’s sports be they from athletes, coaches, administrators, sports scientists, journalists or fans. Special mention to the in depth pieces on the effect of the menstrual cycle on performance. A subject that’s been taboo for so long and now finally out in the open. Bravo ladies.”

The launch manifesto outlined key pledges which TWS has delivered against in its first year, including:

Address the under-representation of women’s sport through increased editorial coverage in digital and print media.

  • TWS has given 29% more coverage to women’s sport in its first year than any other newsbrand according to Enders Analysis.

  • The Women’s Sport Trust have praised the Telegraph’s ‘near parity’ of key sports coverage, with 45% of lead sports articles over the summer of 2019 featuring women’s sport.

  • There were over 3.5 million page views of its coverage of the FIFA Women’s World Cup.

Celebrate women’s sport through the introduction of standalone channels, dedicated products and the integration of content into existing Telegraph sections.

  • TWS has produced a standalone 12-page monthly supplement, as well as four sports specialist supplements.

  • On Instagram, Twitter, Snapchat and TikTok, TWS has brought women’s sport coverage to new audiences.

  • A weekly TWS newsletter.

  • Women’s sport regularly made headlines on the front cover of the Telegraph’s Sport section.

 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.

  • TWS’s Girls Inspired campaign to close the gender sports gap in schools was praised by the government for having a powerful influence on the school sports action plan.

  • TWS has tackled hard-hitting subjects including the gender pay gap in sport, fat-shaming, sexual abuse, women’s health issues and structural inequality.

Grow audiences by investing in specialist women’s sport journalists and encouraging more female bylines.

  • An editor, deputy editor, three full-time dedicated writers and a social media editor were all recruited to the TWS team.

  • TWS columnists have included Judy Murray, Dina Asher-Smith,  Dame Sarah Storey and Jordan Nobbs.

  • TWS ran paid work experience to help develop sports writers from under-represented groups.

Develop the TWS brand to maximise its appeal with readers and sponsors alike, and offer multiple opportunities for interaction and collaboration.

  • TWS worked  with 13 major brands to raise the visibility and profile of women’s sports.

It has also been an award-winning first year for TWS.  The Telegraph Sport team won the coveted Sports Newspaper of the Year award at The 2019 British Sports Journalism Awards.  The Telegraph’s trailblazing Girls, Inspired campaign was among the winners at The  inaugural Everything in Sport Women’s Edition awards, with The Telegraph’s Jeremy Wilson winning the Education in Sport award for the campaign.  Telegraph Women’s Football reporter Katie Whyatt was named Sports Journalist of the Year by Words By Women (WBW).  Katie became the first full-time women’s football reporter in the UK media when she was appointed in October 2018.

Anna Kessel MBE, Women’s Sports Editor, The Telegraph said: “We predicted that Telegraph Women’s Sport would bring about a revolution in sports coverage – and it has. We are thrilled to see women’s sport elevated onto front pages and making national headlines, but there is still much to be done in working towards parity for women and girls at all levels, from closing the school sport gender gap to equality for elite sportswomen. At TWS we are committed to telling these stories, highlighting injustice and championing sporting excellence along the way.”

 Adam Sills, Head of Sport, The Telegraph said: “Telegraph Women’s Sport has set the benchmark for quality coverage of women’s sport over the past year in the UK. We will continue to lead with ambitious campaigns and journalism that makes a real impact with readers, and continues to raise the visibility of women’s sport from the grassroots to the elite.”


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