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Yahoo
9 hours ago
- Sport
- Yahoo
Just seven per cent of women in the UK play team sports
Just seven per cent of women in the UK play team sports (Image: Dave Phillips/PinPep) Just seven per cent of women play team sports – with the average person quitting by the time they reach 21. And the majority – seven out of 10 – believe it's easier for their male counterparts to continue playing as they get older. Advertisement And while 47 per cent played team sports regularly up to the age of 25, the number participating falls dramatically into single figures with women in their 30s, 40s and 50s. Pregnancy (44 per cent), issues relating to menstruation and menopause (44 per cent) and men having more groups to join (39 per cent) are cited as the reasons why. Polling of 3,000 women who have played sports, one of the largest recent UK studies examining female participation in sport, found the biggest barrier to participating in team sports was busy schedules (36 per cent). Work commitments (31 per cent) and family responsibilities (30 per cent) were other key reasons cited. Advertisement A quarter (25 per cent) blamed childcare needs, while almost one in five (19 per cent) said social anxiety held them back. More than three-quarters of women (77 per cent) admitted there are weeks in which they struggle to fit in any exercise at all. The research was commissioned by AXA UK as part of its 'Keep on Kicking' campaign, which highlights the challenges women face to pursue team sports at different life stages. The campaign celebrates AXA's sponsorship of this summer's UEFA Women's Euro 2025 in Switzerland, and the insurer is also supporting women to get involved in team sports at grass roots level with sponsorship of Women's Walking Football across the UK. Advertisement The report highlights the reasons why women step away from team sports at different life stages and the challenges they face to re-engaging. It also contains personal stories from former Liverpool FC and England player Tash Dowie, England Paralympic basketball player Amy Conroy and Antarctic explorer Cat Burford. Steph Leese, who joined a Women's Walking Football team in Liverpool sponsored by AXA UK last year, also featured, describing how the sport has transformed her physical and mental health. Tara Foley, CEO of AXA UK & Ireland, said: 'It is concerning that so few women over 18 are currently taking part in team sports and that many feel obstacles such as childcare, health concerns and social anxiety are holding them back. Advertisement 'Being part of a team, whether in business or on the sports field, helps to develop so many valuable skills, as well as building resilience and forging trusted relationships. 'We hope AXA's sponsorship of this summer's Women's EURO and support for Women's Walking Football will shine a light on the benefit of getting involved in a team sport, at whatever stage of life you are at, can bring.' Tash Dowie, who retired from the professional game in 2023, said it was disappointing so few women in the UK were involved in team sport. 'Team sport has played such a huge role in my life and the benefits for mental and physical health can't be under-estimated. It's sad to see from this research that so few women feel able to play past their teens because other commitments or physical concerns get in the way. Advertisement 'Providing opportunities for women to re-engage with team sports at whatever age, such as Women's Walking Football, is a really positive step towards helping them stay healthy and enjoy the camaraderie that being part of a team brings.' The research found women who exercise do so three times a week, including twice with others. And of those who play team sport, 84 per cent wish they could find the time to play more frequently. On average, just under 90 minutes is spent taking part in team sports per week – with football (61 per cent), basketball (35 per cent) and netball (32 per cent) the most popular team games. Advertisement The women polled said traditional gender roles meant team sport was aimed more at men than women (38 per cent) and issues such as childcare concerns (38 per cent) impacted women disproportionately. There is a strong desire for women to stay fit, as 95 per cent said it was important for them to exercise in later life, the OnePoll research found. And of those women polled who have children, 94 per cent said it was important to set a positive example to their children with regards to exercise. Liverpool FC ambassador Tash Dowie said: 'I did an event the other day at Anfield where there were lot of women who were probably 50 or 60 plus, playing walking football. Some had experienced cancer or strokes and this was almost like their second life. Advertisement 'That was really nice to see because I was lucky that I was from a generation where I got the opportunity to be a professional football player. 'I think it's really powerful and important that the older generation get that opportunity to have a go now and to still play the game. 'They tell me how important it is for them mentally as well, it's saved a lot of people's lives being able to play the game, socially in that environment of being around people.' AXA's Tara Foley added: 'In our own business, we provide support for colleagues at challenging times of their life such as when they're going through the menopause or facing mental health issues. Advertisement 'Being part of a supportive team can make a real difference to people's lives and help them grow. 'As a health insurance provider, we know the long-term benefits of staying fit and healthy – both mentally and physically. 'Making time to take part in team sports can be a real game-changer, as many of those who've taken up Women's Walking Football have discovered.' TOP 10 FEMALE TEAM SPORTS
Campaign ME
a day ago
- Entertainment
- Campaign ME
Cannes Lions 2025: On creativity, heaviness and the power of joy
As a half-Palestinian, attending Cannes Lions International Festival of Creativity last year was heavy. Putting on a happy face to talk to customers, partners, and prospects while keeping my family in Palestine in my heart was hard. Not much has improved this year, but as many in my community remind me, finding joy and appreciating the everyday is something we must keep doing. As a shortlisting juror for the Creative Strategy category at Cannes this year, that perspective stayed with me as I reviewed nearly 290 entries. I've been coming to Cannes for over a decade, and since Dove launched the Real Beauty Movement, we've seen a wave of purpose-led campaigns tackling the world's biggest problems. When done right, this work is transformative. AXA's Three Words, which went on to win this year's Grand Prix Titanium, is a brilliant example. It came from a sector not typically known for creative risk-taking and showed how strategy, insight, and bravery can come together to drive real cultural and business impact. But what stood out this year was how refreshing it felt when brands didn't try to carry the weight of the world. Because let's face it, the world is heavy. Escapism isn't just welcome, it's meaningful. Some of the most resonant work embraced wit, lightness, and joy. It reminded me why I love this industry: creativity has the power to emotionally captivate, to move people, and yes, to move product. The brands that sparked delight were the ones that stood out. Heinz continues to surprise and entertain (ketchup in hagelslag , anyone?) a brilliant piece of work by GUT. It's a masterclass in cultural specificity that's still globally accessible. , anyone?) a brilliant piece of work by GUT. It's a masterclass in cultural specificity that's still globally accessible. 7-Eleven's Loser Pizza made people laugh while connecting with a niche sports audience. A fresh, clever take on feeling down. It proved that small insights, when deeply human, can scale. made people laugh while connecting with a niche sports audience. A fresh, clever take on feeling down. It proved that small insights, when deeply human, can scale. Grey Thailand's Sad Khamachan used melancholy to spark national conversation, becoming the most awarded campaign in Thai history. used melancholy to spark national conversation, becoming the most awarded campaign in Thai history. Nutter Butter's You Good? embraced absurdity with purpose, winning two Golds and proving nonsense can be strategic. embraced absurdity with purpose, winning two Golds and proving nonsense can be strategic. FP7 McCann's Read Better for Waterstones delivered a deeply insightful message. With a wink, not a lecture. It hit that rare balance of meaning and memorability. For many, humour isn't a cop-out, it's a connector. These campaigns were emotional and commercial wins. Our vision is to help every brand feel personal to their customers. Yet despite advances in digital tools, Braze's 2025 Global Customer Engagement Review found that 85 per cent of marketing execs are concerned their messages aren't hitting home and over half feel very or extremely concerned. The takeaway? Brands must balance technology and content to create work that resonates. It starts with treating customers less like users, and more like people. Unsurprisingly, artificial intelligence was a major theme at Cannes this year, appearing in everything from mainstage talks to whispered hallway debates. But the most compelling conversations weren't just about automation. They were about amplification. The most forward-thinking marketers are using agentic AI not just to increase efficiency, but to fuel more expressive, adaptive creativity. AI has the potential to give creative teams more space to experiment, tailor campaigns with precision, and unlock emotional relevance at scale. Done right, it's not a replacement for creative strategy, it's a multiplier. Ultimately, our goal is simple: help brands tap into creativity that doesn't just reach people, but moves them. That's why the work that stayed with me this year wasn't always the boldest or the loudest. It was the work that made people feel something, sometimes deeply, sometimes lightly, but always meaningfully. By Mariam Asmar, VP, Brand and Strategic Consulting at Braze
North Wales Live
a day ago
- Health
- North Wales Live
Most women quit team sports by the age of 21 - despite mental and physical benefits
Only seven per cent of women in the UK participate in team sports, with the majority giving up by the age of 21, according to new research. The study, which surveyed 3,000 women with a background in sports, found that seven in ten believe it is easier for men to continue playing team sports as they get older. While many women play team sports regularly up to the age of 25, participation drops sharply into single figures among women in their 30s, 40s and 50s. The biggest barriers were busy schedules, work commitments, and family responsibilities. Three-quarters of women admitted there are weeks when they struggle to fit in any exercise at all. The research was commissioned by AXA UK as part of its 'Keep on Kicking' campaign, which aims to highlight the challenges women face in staying active in team sports throughout different life stages. The campaign also celebrates AXA's sponsorship of this summer's UEFA Women's Euro 2025 in Switzerland and its support for Women's Walking Football across the UK. Tara Foley, CEO of AXA UK & Ireland, said: "It is concerning that so few women over 18 are currently taking part in team sports. Being part of a team, whether in business or on the sports field, helps to develop so many valuable skills, as well as building resilience and forging trusted relationships. "We hope AXA's sponsorship of this summer's Women's EURO and support for Women's Walking Football will shine a light on the benefit of getting involved in a team sport, at whatever stage of life you are at, can bring." Tash Dowie, who retired from professional football in 2023, also voiced her disappointment. 'Team sport has played such a huge role in my life and the benefits for mental and physical health can't be underestimated,' she said. Dowie, now a Liverpool FC ambassador, recently attended an event at Anfield where women aged 50 and over played walking football. She said: 'Some had experienced cancer or strokes and this was almost like their second life. I think it's really powerful and important that the older generation get that opportunity to have a go now. They tell me how important it is for them mentally as well. "It's saved a lot of people's lives being able to play the game, socially in that environment of being around people." The study found that women who exercise do so three times a week, including twice with others. Of those who play team sports, 84 percent wish they could find the time to play more often with football, basketball and netball being the most popular choices. Encouragingly, nine out of ten parents said it was important to set a positive example for their children when it comes to exercise. Dowie added: "Providing opportunities for women to re-engage with team sports at whatever age, such as Women's Walking Football, is a really positive step towards helping them stay healthy and enjoy the camaraderie that being part of a team brings." Tara Foley echoed this sentiment, saying: 'As a health insurance provider, we know the long-term benefits of staying fit and healthy – both mentally and physically.
Wales Online
a day ago
- Sport
- Wales Online
Most women quit team sports by the age of 21 - despite mental and physical benefits
Most women quit team sports by the age of 21 - despite mental and physical benefits The study of 3,000 women with a background in sports found that seven in 10 believe it is easier for men to continue playing team sports as they get older Liverpool ambassador Tash Dowie says football played a 'huge role in her life' (Image: PinPep ) Only seven per cent of women in the UK participate in team sports, with the majority giving up by the age of 21, according to new research. The study, which surveyed 3,000 women with a background in sports, found that seven in ten believe it is easier for men to continue playing team sports as they get older. While many women play team sports regularly up to the age of 25, participation drops sharply into single figures among women in their 30s, 40s and 50s. The biggest barriers were busy schedules, work commitments, and family responsibilities. Three-quarters of women admitted there are weeks when they struggle to fit in any exercise at all. Family responsibilities was a key reason many women stopped doing team sports (Image: PinPep ) The research was commissioned by AXA UK as part of its 'Keep on Kicking' campaign, which aims to highlight the challenges women face in staying active in team sports throughout different life stages. The campaign also celebrates AXA's sponsorship of this summer's UEFA Women's Euro 2025 in Switzerland and its support for Women's Walking Football across the UK. Tara Foley, CEO of AXA UK & Ireland, said: "It is concerning that so few women over 18 are currently taking part in team sports. Being part of a team, whether in business or on the sports field, helps to develop so many valuable skills, as well as building resilience and forging trusted relationships. Article continues below "We hope AXA's sponsorship of this summer's Women's EURO and support for Women's Walking Football will shine a light on the benefit of getting involved in a team sport, at whatever stage of life you are at, can bring." Tash Dowie, who retired from professional football in 2023, also voiced her disappointment. 'Team sport has played such a huge role in my life and the benefits for mental and physical health can't be underestimated,' she said. For some women it's a second lease of life (Image: PinPep ) Dowie, now a Liverpool FC ambassador, recently attended an event at Anfield where women aged 50 and over played walking football. She said: 'Some had experienced cancer or strokes and this was almost like their second life. I think it's really powerful and important that the older generation get that opportunity to have a go now. They tell me how important it is for them mentally as well. "It's saved a lot of people's lives being able to play the game, socially in that environment of being around people." The study found that women who exercise do so three times a week, including twice with others. Of those who play team sports, 84 percent wish they could find the time to play more often with football, basketball and netball being the most popular choices. Article continues below Encouragingly, nine out of ten parents said it was important to set a positive example for their children when it comes to exercise. Dowie added: "Providing opportunities for women to re-engage with team sports at whatever age, such as Women's Walking Football, is a really positive step towards helping them stay healthy and enjoy the camaraderie that being part of a team brings." Tara Foley echoed this sentiment, saying: 'As a health insurance provider, we know the long-term benefits of staying fit and healthy – both mentally and physically. "Making time to take part in team sports can be a real game-changer, as many of those who've taken up Women's Walking Football have discovered."
The Irish Sun
a day ago
- Sport
- The Irish Sun
Number of women in team sports dramatically falls when players hit their 30s, survey finds
THE NUMBERS of women taking part in team sports drops sharply once they reach their 30s, according to a major new survey. Just seven per cent of women play team sports – with the average person quitting by the time they reach 21. Advertisement 5 Tash Dowie and Steph Leese holding the report that highlights the reasons why women step away from team sports at different life stages and the challenges they face to re-engaging 5 Steph Leese, who joined a Women's Walking Football team in Liverpool sponsored by AXA UK last year 5 More than three-quarters of women (77 per cent) admitted there are weeks in which they struggle to fit in any exercise at all 5 The research was commissioned by AXA UK And the majority – seven out of 10 – believe it's easier for their male counterparts to continue playing as they get older. And while 47 per cent played team sports regularly up to the age of 25, the number participating falls dramatically into single figures with women in their 30s, 40s and 50s. Pregnancy (44 per cent), issues relating to menstruation and menopause (44 per cent) and men having more groups to join (39 per cent) are cited as the reasons why. Advertisement Polling of 3,000 women who have played sports, one of the largest recent UK studies examining female participation in sport, found the biggest barrier to participating in team sports was busy schedules (36 per cent). Work commitments (31 per cent) and family responsibilities (30 per cent) were other key reasons cited. A quarter (25 per cent) blamed childcare needs, while almost one in five (19 per cent) said social anxiety held them back. More than three-quarters of women (77 per cent) admitted there are weeks in which they struggle to fit in any exercise at all. Advertisement Most read in Sport The research was commissioned by AXA UK as part of its 'Keep on Kicking' campaign, which highlights the challenges women face to pursue team sports at different life stages. The campaign celebrates AXA's sponsorship of this summer's UEFA Women's Euro 2025 in Switzerland, and the insurer is also supporting women to get involved in team sports at grass roots level with sponsorship of Women's Walking Football across the UK. The report highlights the reasons why women step away from team sports at different life stages and the challenges they face to re-engaging. It also contains personal stories from former Advertisement Steph Leese, who joined a Women's Walking Football team in Liverpool sponsored by AXA UK last year, also featured, describing how the sport has transformed her physical and mental health. Tara Foley, CEO of AXA UK & Ireland, said: 'It is concerning that so few women over 18 are currently taking part in team sports and that many feel obstacles such as childcare, health concerns and social anxiety are holding them back. 'Being part of a team, whether in business or on the sports field, helps to develop so many valuable skills, as well as building resilience and forging trusted relationships. 'We hope AXA's sponsorship of this summer's Women's EURO and support for Women's Walking Football will shine a light on the benefit of getting involved in a team sport, at whatever stage of life you are at, can bring.' Advertisement Tash Dowie, who retired from the professional game in 2023, said it was disappointing so few women in the UK were involved in team sport. 'Team sport has played such a huge role in my life and the benefits for mental and physical health can't be under-estimated. It's sad to see from this research that so few women feel able to play past their teens because other commitments or physical concerns get in the way. 'Providing opportunities for women to re-engage with team sports at whatever age, such as Women's Walking Football, is a really positive step towards helping them stay healthy and enjoy the camaraderie that being part of a team brings.' The research found women who exercise do so three times a week, including twice with others. Advertisement And of those who play team sport, 84 per cent wish they could find the time to play more frequently. On average, just under 90 minutes is spent taking part in team sports per week – with football (61 per cent), basketball (35 per cent) and netball (32 per cent) the most popular team games. The women polled said traditional gender roles meant team sport was aimed more at men than women (38 per cent) and issues such as childcare concerns (38 per cent) impacted women disproportionately. There is a strong desire for women to stay fit, as 95 per cent said it was important for them to exercise in later life, the OnePoll research found. Advertisement And of those women polled who have children, 94 per cent said it was important to set a positive example to their children with regards to exercise. Liverpool FC ambassador Tash Dowie said: 'I did an event the other day at Anfield where there were lot of women who were probably 50 or 60 plus, playing walking football. "Some had experienced cancer or strokes and this was almost like their second life. 'That was really nice to see because I was lucky that I was from a generation where I got the opportunity to be a professional football player. Advertisement 'I think it's really powerful and important that the older generation get that opportunity to have a go now and to still play the game. 'They tell me how important it is for them mentally as well, it's saved a lot of people's lives being able to play the game, socially in that environment of being around people.' AXA's Tara Foley added: 'In our own business, we provide support for colleagues at challenging times of their life such as when they're going through the menopause or facing mental health issues. 'Being part of a supportive team can make a real difference to people's lives and help them grow. Advertisement Read more on the Irish Sun 'As a health insurance provider, we know the long-term benefits of staying fit and healthy – both mentally and physically. 'Making time to take part in team sports can be a real game-changer, as many of those who've taken up Women's Walking Football have discovered.' TOP 10 FEMALE TEAM SPORTS 1. Football 2. Basketball 3. Netball 4. Volleyball 5. Handball 6. Rugby 7. Cricket 8. Hockey 9. Softball 10. Cheerleading 5 The research found women who exercise do so three times a week, including twice with others
