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Too often the achievements of women in sport are not enough to warrant media
coverage: they seem also to need the physical attributes of a model or film star to
attract media interest. Witness the media coverage given to beach volleyball from
both Atlanta and Sydney in relation to other women's events. This attitude has
the effect of devaluing women's achievements in sport and reinforcing the image
of competitive sport as a male domain. But by working together to redress the
balance and re-educate we can challenge the traditional stereotypes and help to
ensure that women's sport is given the respect it deserves.
The IOC has set the goal of a balanced programme for the Games in Athens
in 2004. While this may seem an ambitious target, the experience of women's
participation in the Games in Sydney has given us a strong base to build upon.
We must not, however, regard our quest for increased participation by
sportswomen as at the expense of sportsmen. Instead we must find ways to
work together to create equality. In badminton we have a mixed doubles
discipline where women and men compete on an equal footing. This type of event
creates a climate of co-operation and mutual respect, both essential elements
in overcoming prejudice surrounding women's sport.
Administration too has its part to play in the development of women's sport. In
a bid to increase opportunities for women in sports administration the IOC has
set targets for the percentage of women on IF Executive Boards; 10% by 2001
increasing to 20% in 2005. While positive discrimination of this kind will certainly
increase representation, winning administrative leadership positions on merit
would do so much more to validate women's contribution to sporting administration.
And given the increase in participation of women athletes it may be a mere
matter of time before more of those athletes break through into administration.
What we must focus on is working with especially the female athletes to ensure
that their knowledge and experience is retained by the IFs and NFs at the end
of their playing career. We have many examples of women who have made
the transition from athlete to administrator and none more high profile than
IOC Presidential election candidate Anita de Frantz. Examples such as that set by
Ms de Frantz go a long way towards levelling the playing field for women in
sports administration.
We must continue to move forward, working together for the advancement of
women's sport, not only in the Olympic Games but also in the lives of "ordinary"
women around the world. We must lead by example and there are many simple
ways in which this can be done. In publications issued by the IOC, for example,
we should strive for a balance of photographs of women and men participating
in sport. Images can convey so much more than words and can break through
the language barrier. Launching a photo competition concentrating on women
in sport at all levels is one way in which positive images of women's sport could
be promoted. This would provide an opportunity to mount a roving exhibition of
the entries, all representative and supportive of women's place in sport.
Of course there are many, many ways in which the cause of women's sport
can be championed. While the Olympic Games provides us with an ideal vehicle
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