Squire Patton Boggs’ Women’s Sport Group hosted its third annual Women’s Sport Symposium on 18 March 2026, in London.

Senior stakeholders and decision-makers from across the sporting landscape came together to drive meaningful dialogue on what’s next for women’s sport, all united in the determination to accelerate progress and sustain the extraordinary momentum achieved to date.

Across five dynamic panels, one thought‑provoking keynote and a special Q&A with a Commonwealth, World and Olympic champion, attendees heard from trailblazers shaping the industry today and redefining its future.

We will be unpacking each panel in more detail soon.  In the meantime, here are the key takeaways from the day.

Image and Perception in Women’s Sport: Is All As It Seems?

Polly Barnes, New Biz Director at Homeground and co‑Founder of the Women’s Rugby Association, opened the Symposium with an energising keynote on image and perception in women’s sport. Her insights framed the conversations that would follow, challenging the room to think about visibility, value and commercial opportunity.

Lucy Webster, partner at Squire Patton Boggs and co‑lead of the firm’s Women’s Sport Group, reflects:

“Women’s sport isn’t a niche movement anymore: it’s a global force. There has been an undeniable cultural gear‑shift, with record visibility and female athletes who transcend traditional sports narratives. Polly Barnes expertly highlighted the long‑term commercial upside and pointed to brands that are responding with bolder campaigns and innovative collaborations – recognising the unique energy and storytelling potential driving the sector forward.”

View From an Olympian: Life After Elite Sport

Attendees were treated to a Q&A with Christine Ohuruogu MBE OLY, the Commonwealth, World and Olympic 400m Champion to discuss Christine’s experiences as an elite female athlete and her career path post competition.

Olivia Canessa Davies, associate at Squire Patton Boggs, asked the questions and her reflections capture the spirit of the session:

“It was an honour to hear from Christine Ohuruogu at our Women’s Sport Symposium. Her journey is a powerful reminder of what can happen when you seize unexpected opportunities – from her early days as an elite netballer and discovering her talent for the 400m, to staying composed under the immense pressure of a home Olympics in 2012. Christine’s commitment to continual learning and professional development – both during and after her elite career – is truly inspiring.”

The Investment Imperative: Accelerating Growth and Realising Opportunity

The panel, moderated by Squire Patton Boggs partner Mark Yeo, explored how strategic investment can unlock unprecedented value and growth. Mark was joined by an expert line‑up:

    • Kelly Simmons OBE – Former FA Director of the Women’s Professional Game (2018-2023) and Leading Sports Consultant

    • Eniola Aluko MBE – Football Executive, Broadcaster and Investor at Mercury13

    • Gessica Howarth – Vice President, Sphera Partners

Mark’s takeaway underscored a key message resonating across the industry:

“Women’s sport has evolved rapidly into a proven, high‑growth commercial asset powered by expanding audiences, rising revenues and a highly engaged fan base. Realising its full value now depends on modernising legacy governance structures, closing commercial and operational gaps and investing boldly in infrastructure, talent pathways and innovative fan experiences that reflect the audience profile. The most significant opportunities lie in bold structural changes and targeted investment that transform rising worldwide fan engagement into long‑term enterprise value.”

Impact, Progress and the Power of Major Events

Moderated by Dr Katie Smith, Squire Patton Boggs associate and Women’s Sport Group co‑lead, this panel examined how major tournaments can fuel immediate and long‑lasting growth . Katie was joined by impressive panellists:

    • Sarah Lewis OBE OLY – Chair, GB Olympians Association and former GB Olympic Skier

    • Hayley Powell – Strategy Lead Women’s Game, Rugby Football Union

    • Silvia Keiser – Director of Marketing, Communications and Partnerships, Billie Jean King Cup

Katie emphasised the importance of turning visibility into legacy in her debrief:

“Major events in women’s sport are proving to be powerful catalysts for visibility, investment and cultural change, driving record viewership, attendance and participation. The panel stressed that long‑term growth hinges on intentional legacy planning, targeted strategies on the domestic and global level, and cross‑sport collaboration. Together, these approaches can turn short‑term momentum into sustainable progress for women’s sport.”

Media Rights: Unlocking Value and Viewership

Squire Patton Boggs partner Mike Llewellyn moderated a compelling discussion on media rights — an area where opportunity and innovation continue to grow. Panellists were:

    • Clodagh Curran – SVP and Head of Legal Rights and Content, DAZN

    • Emma Gibson – Research Manager, Women’s Sport Trust and Channel 4

    • Maya Herm – Associate Vice President Global Growth and Strategy, THE COLLECTIVE∙TEAM

Mike comments on the commercial potential:

“Women’s sports are attracting ever-greater audiences and engagement, particularly on free to air platforms at major tournaments. To capitalise on this and drive both engagement and commercial growth from media rights on a year-round basis, it will be important to ensure that digital and broadcast strategies of women’s sports properties are aligned so as to deliver content in a form and via platforms that best serve the depth and breadth of their fanbases. In terms of monetisation, innovative ad-supported and ad-funded broadcast models, particularly in collaboration with broader brand partnerships, would seem to present real opportunities to unlock further value.”

The Next Grid: Driving Success for Women in Motorsport

Opportunities for women in motorsport are growing however challenges remain. This panel, chaired by Lucy Webster, brought together leading female voices in the space:

    • Genevieve Horton OLY – Marketing and Partnerships Manager, Extreme E&H

    • Caroline McGrory – Chief Legal Officer, Cadillac Formula 1® Team

    • Karen Webb Moss – Strategic Adviser/Chair, More than Equal and Chair, Aquatics GB

Lucy highlights both progress and the road still ahead:

“Visibility and opportunity for women across motorsport is accelerating, with female drivers and technical and operational talent increasingly influencing team performance and the fan experience. Although barriers persist – such as financial hurdles, entrenched stereotypes and legacy structures – meaningful progress is clear, as more women thrive in high‑pressure technical roles and mixed‑gender teams and new formats prove competitive parity. To unlock its full potential, motorsport must deepen investment in early pathways, equitable workplace structures and the normalisation of women at every level so that talent both on and off the track can flourish.”

Venue Innovation — Building Spaces for the Future

Rounding off the packed agenda, Tim Greenwell consultant at Squire Patton Boggs moderated the final panel which focused on the importance of innovative venue infrastructure in unlocking new opportunities. Tim was joined by experts:

    • Ruth Shilston MBE – Technical Director – Global Practice Lead Engineering Sciences, Mott MacDonald

    • Calum Brown – Senior Manager, Strategy and Commercial Advisory, Trivandi

Tim emphasised that the right venues can drive the next stage of growth:

“Innovation and a fresh approach to stadium design will play a vital role in delivering continued growth and vibrancy across women’s sports. Innovative and inclusive facilities can drive participation, inspire fan attendance, improve engagement and deliver commercial growth. The world-first WSL Stadium Design Guidance and 2035 Women’s World Cup bid demonstrate that inclusive, accessible venue design is central to sustainable progress.  Investing in the right infrastructure today is key to unlocking long‑term legacy.”

Please watch out for a deeper dive into these topics – coming soon. 

About our Women’s Sport Group

Our dedicated women’s sport group, led by partner Lucy Webster and associate Dr Katie Smith, comprises leading lawyers across disciplines and jurisdictions, with unrivalled industry knowledge, connections and experience. Our team is proactive and passionate about the growth and influence of women’s sport. We are proud to be at the forefront of these critical developments, and to support our clients and the wider industry in achieving their aims and aspirations.