the prospects. it was a bit of a warrant. a fantastic time for sports to start. we were in the midst of covid, getting ready for the olympics, looking to transform the organisation in various ways. i have loved my first eight months on the job. snow sports is that a tipping point. i now have a deeper appreciation for what these athletes are doing. when you talk about superhuman, if one comes up a lot at the moment, when you compare f1 drivers to what down hello so doing, they are going 100 miles are now without anything around them, putting their bodies on the line in a way that no other athletes are doing. the same with half pipe athletes, jumping ten plus feet
the euros. ., ~ ., ., , ., the euros. some of the menton, as a dancer the euros. some of the menton, as a danger that the euros. some of the menton, as a danger that starts the euros. some of the menton, as a danger that starts to the euros. some of the menton, as a danger that starts to the euros. some of the menton, as a danger that starts to some - the euros. some of the menton, as a danger that starts to some of- the euros. some of the menton, as a danger that starts to some of the | danger that starts to some of the momentum, is that the danger that could fall out of focus. how do you stop that from happening?- could fall out of focus. how do you stop that from happening? always a challen . e. stop that from happening? always a challenge- not stop that from happening? always a challenge. notjust stop that from happening? always a challenge. not just women s - stop that from happening? always a j challenge. notjust women s sports, but sports and entertainment
than the olympics, where practically 50% of the participants now are women, where it is the largest global sports brand in the world, the ratings are at an all time high, again that is driven by notjust male athletes, it is driven by men and women. look at the success of the olympics and the business of the olympics, it sets the stage for what 0lympics, it sets the stage for what to expect across all sports. it might take a few decades but i think we are trending in the right direction. we are trending in the right direction- we are trending in the right direction. , ., ., ., direction. indeed you are. on that note, an absolute direction. indeed you are. on that note, an absolute delight - direction. indeed you are. on that note, an absolute delight having l direction. indeed you are. on that i note, an absolute delight having you on the show. good luck with everything. i will check in with you soon. mil everything. i will check in with you soon. everything. i will check in with y
with other sports. with each year i hope we are taking up more and more of the winter and spring season. we have been hearing about the great marketing potential women s sports can offer. is it becoming easier to make the case to potential sponsors that women sport is most definitely worth backing? worth backing? absolutely. i have experienced worth backing? absolutely. i have experienced that worth backing? absolutely. i have experienced that first worth backing? absolutely. i have experienced that first hand. - worth backing? absolutely. i have experienced that first hand. a - experienced that first hand. a couple of things have changed from my perspective. there is the pressure on brands, if the invest in men sport their bitter invest in women sport, day and age they need to get behind both. that has opened up to get behind both. that has opened up new budgets. the second thing, it is a more commercially interesting enterprise, there is more data, the fan base is growing, the