TWS: Harnessing the unique potential of women’s sport
Women’s sport is on the rise. Stadiums are selling out, TV ratings are climbing, investment is soaring, and grassroots participation rates are rocketing. Finally, female athletes are receiving the recognition they deserve.
It’s set to be another game-changing year. With marquee events such as the Women’s EURO, Rugby World Cup and Cricket World Cup all taking place in 2025, as well as trailblazing competitions such as Unrivaled, the next 12 months will transform the landscape of women’s sport.
But the momentum generated in 2025 might be lost if not adequately capitalised on. Too often, women’s sport is treated as an extension of men’s sport, rather than a distinct entity with its own opportunities and challenges.
That’s where Touchline Women’s Sport comes in. We work with organisations, brands and athletes to harness the unique potential of women’s sport and contribute to its rapid growth.
Our ultimate goal is to champion and promote women’s sport by empowering female athletes, engaging fans, shaping an inclusive sports media landscape and enhancing its governance.
What we do
We recognise that women’s sport is a distinct and dynamic space – innovative strategies and fresh perspectives are needed to unlock its full potential. Backed by our far-reaching industry expertise, we offer a tailored approach across several key areas:
Strategy
We create comprehensive and actionable strategies that tackle challenges, identify opportunities and deliver a lasting impact in women’s sport. We can also support the implementation of existing strategies.
Content Creation
Storytelling is at the heart of what we do. We create high-quality, multi-platform content to showcase female athletes and elevate women’s sport, including articles, columns, features, video, podcasts and other digital content.
Social Media Strategy
We craft compelling social media strategies that grow audiences and increase engagement for sports organisations, teams and athletes.
Campaigns and Sports Marketing
We help organisations and brands cut through the noise with campaigns that drive real impact in women’s sport, increasing viewership, engagement and sponsorship.
Who we are
Touchline Women’s Sport is led by Nancy Gillen, who has dedicated her career to promoting women’s sport and elevating the stories of female athletes.
As well as producing content for a wide range of media outlets, Nancy has been an expert voice on women’s sport on radio, TV and podcasts. She was selected for the 12-person judging panel for the 2022 BBC Sports Personality of the Year and has also determined the shortlists and winners of BBC Women’s Footballer of the Year, SJA British Sports Journalism Awards and Football Content Awards.
In the lead-up to the Paris 2024 Olympic Games, Nancy published a book about women’s sport pioneer Alice Milliat: ‘La Vie Jamais Racontée: Alice Milliat, a French Heroine and Sporting Suffragette’.
Nancy is supported by the wider team at Touchline, which has provided multi-language content services to the world’s biggest sports organisations for 25 years. We have also built out a network of women’s sport experts, enabling us to provide tailored solutions to our partners.
Let’s work together to shape the future of women’s sport. Contact nancy@touchline.com to find out more.
It's been incredible to see the rapid rise of women's sport over the years and I am passionate about ensuring this momentum is fully capitalised on. This can be achieved by helping stakeholders recognise the unique identity of women’s sport and develop strategies for its distinct opportunities and challenges.
