CTM's support for women's sport and community prosperity

The FIFA Women’s World Cup 2023 sparked a surge of interest in women’s sport in Australia, with a record-breaking two million fans attending the Women’s World Cup games across Australia and New Zealand.

In fact, women’s sport in Australia has experienced some noteworthy gains over the last decade, so events like the FIFA Women’s World Cup are happening at the best possible time. The sportsmanship and athleticism demonstrated by the Matildas has captivated fans across Australia and all over the world and has sparked important discussions about investment in women’s sport. Corporate Travel Management (CTM) recognises the importance of continuing this momentum and is dedicated to supporting the prosperity of women’s sport. This commitment is deeply rooted in CTM’s sustainability values, particularly its focus on ‘community benefits’ within the Prosperity Pillar.

CTM’s support of women’s sport, equality and prosperity of women in the community is second to none. This dedication is demonstrated through partnerships with charity organisations like The Lady Musgrave Trust, which provides aid to women facing homelessness due to domestic violence, as well as various sports-related sponsorships – Women’s National Basketball League (WNBL), Brisbane Lions Academy and NRL Cowboys House.

Fostering female talent in sport and empowering young women is a key component of all three organisations, and with the support of corporates such as CTM, they can make a lasting impact.

The Importance of supporting women's sport

When it comes to sponsoring women’s sports for CTM, the impact goes far beyond financial investment. It represents our commitment to equality and meaningful change within the female sporting arena. We recognise the value of these sponsorships and the positive outcomes they can bring to sporting organisations, but also the communities in which they compete.

By sponsoring women’s sports, organisations like CTM, can help drive further female participation, elevating the overall quality of sport. This support not only benefits the athletes and rising talent but fosters inclusivity, encourages young women to pursue their aspirations and creates a more diverse sporting landscape, benefitting society.

However, it is essential to address the existing sponsorship gap. According to a 2023 Gemba report, women’s elite sport properties are currently valued at only 12% compared to men’s sport properties, based on domestic and international industry benchmarks. Achieving sponsorship parity in Australia would require a substantial annual investment of over AUD$125 million. Sporting organisations need to invest significantly more in promoting women’s elite sports in order to bridge this gap and promote equality in sports. The report suggests that investment levels should be raised by 3-4 times the current amount to achieve equal participation and fan bases between men’s and women’s sports.

Sponsoring women’s sport carries a remarkable and lasting benefit by contributing to the professionalisation of women’s elite sport. Empowering girls and women to pursue their sporting aspirations on par with their male counterparts is an important step towards gender equality. Further, corporate sponsorship plays a pivotal role in shaping the perception and celebration of women and men equally within our communities and nation. By investing in women’s sport, CTM strives to share a message of support and demonstrate our commitment to assist in creating a more inclusive society.

CTM's Sponsorships: Fostering Female Talent

CTM has thoughtfully partnered with three organisations – Women’s National Basketball League (WNBL), Brisbane Lions Academy and NRL Cowboys House – that have demonstrated a strong commitment to not only developing female talent in sport but empowering young women to achieve their aspirations. The impact these organisations have on the lives and careers of the women they support is profound, and CTM is proud to support them in achieving their mission.

Women's National Basketball League (WNBL)

CTM began a three-year partnership with WNBL in 2022. Like women’s football, women’s basketball in Australia has seen an impressive growth in popularity amongst fans, with the WNBL reporting an increase of 30% throughout the 22/23 season compared to the previous season. Through our sponsorship of the league and dedication to facilitating seamless travel for WNBL players and officials, CTM supports the WNBL in extending its reach across the nation and connecting the league’s elite athletes with their fans all over Australia.

Commenting on the partnership, Christy Collier-Hill, Head of WNBL shared, “The WNBL experienced unprecedented growth in the 22/23 season thanks to support from partners like CTM Sport. Their commitment to the league and women’s sport should be commended – we need more of it”.

Brisbane Lions Academy

In 2023, CTM launched a three-year partnership with the Brisbane Lions Academy. Through this partnership, CTM supports the Brisbane Lions Academy in its ongoing commitment to enhance the training capabilities and career opportunities available for young Queensland athletes. The popularity of AFLW has been steadily increasing among fans since its establishment in 2016, reaching its one-millionth spectator in 2022. Within the past two years, the Brisbane Lions Academy has seen seven of its talented female athletes drafted into the AFLW league. In a short time, the AFLW has grown rapidly and CTM takes pride in contributing to the nurturing and growth of the remarkable young talent in the women’s league.

“There are more opportunities for females to participate in AFL than ever before, from Auskick to AFLW or as an umpire or administrator,” Brisbane Lions head of women’s football, Breeanna Brock said.

“With the rapid growth in women’s footy, the Brisbane Lions through the support of our academy program is key to identifying and developing talent who become our future Brisbane Lions AFLW players.

“In our current squad we have 14 players who were academy products and the strength of this program is due to the support of companies like CTM.”

NRL Cowboys House

Beyond the sporting arena, CTM is also committed to supporting women’s education and helping young women reach their full potential. Since 2018, we have partnered with the North Queensland NRL Cowboys House, which is a facility based in Townsville, providing supported accommodation for Aboriginal and Torres Strait Islander students from remote communities, while they complete their secondary education at local schools. As a ‘friend of the house’, CTM contributes to life-changing education opportunities for young Aboriginals and Torres Strait Islanders from remote communities.

In FY22, we grew our relationship with Cowboys House by partnering with one of our clients, CBRE, to support Cowboys House’s new ‘Tidda – Women Empowerment Program’ for First Australian females. Tidda means ‘Sister’ and through the guidance of the House and respected community Elders, the young women involved receive monthly seminars focused on leadership, building confidence, making positive change, personal safety and respectful relationships.

According to Fiona Pelling, Director of the Cowboys Community Foundation, “This program is a profound opportunity for our young ladies to have that self-exploration and build that confidence and become the leaders of tomorrow”.

Within its first year, the program has already had a positive impact on the young women enrolled. Describing the program’s influence on students, Fiona Pelling recounted the transformation she observed in a specific young lady. Initially reserved and withdrawn, this student has undergone a remarkable shift, now exuding enthusiasm and engaging actively in social scenarios.

Through our involvement in this program, we aim to empower and uplift young First Australian women by providing them with essential knowledge and skills in these vital areas of personal and professional development.

Contributing to an equitable future

CTM’s support of women’s sport is about driving equality, empowering female athletes, and creating a lasting positive impact. Embracing this responsibility, CTM leverages our influence to elevate the visibility of female athletes and challenge gender norms. By investing in grassroots programs, fostering leadership, and providing career opportunities, CTM empowers women both in sports and beyond the sports field. Through sustained efforts, CTM aims to leave a legacy of progress, creating a more equitable future where women’s achievements are celebrated and opportunities for women in sports continue to flourish.