Women in Sport: Progress or Performance Theatre?

In this episode, Tony Paladin and Hannah Brookes examine the current state of women in sport and business, asking whether the industry is experiencing genuine progress or simply performance theatre.The conversation explores the ecosystem of female participation, the role brands play in shaping outcomes, and the long-term damage caused by discounting women’s sport. They also unpack the psychological impact of undervaluation, the complexities of integration, and why sustainability matters more than short-term signalling.This episode is a practical discussion for brands, rights-holders, and operators who want to move beyond optics and build meaningful, long-term partnerships in women’s sport.