The Toxic Cost of Success: Online abuse and the rise of women’s sport (and what to do about it)
Turn lemons into lemonade
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Turn lemons into lemonade 〰️
At Areto Labs, we believe that anything sour can be turned sweet. That’s why we tracked online abuse during the 2022 Wimbledon Championships and the UEFA Women’s Euro 2022 on Twitter - to understand and share the breadth and depth of the issue, so we can better tackle the problem together.
Published in partnership with Team Heroine (founded by a former professional football player).
WHO is this research report for?
Anyone working across elite sports (in any sport), at one or more of the following organisations:
professional sports teams
national or international governing bodies
brands (or sponsors)
media partners
NGOs
wellbeing providers
official fan supporter groups
WHAT does this research report provide?
This report aims to:
Identify the concept of online abuse.
Areto provides a definition for online abuse, breaks it down into categories, explains its levels of severity and outlines their impacts in the current climate.
Quantify the problem of online abuse in sport - especially for women and equity-seeking groups.
Areto provides key findings of online abuse during the 2022 Wimbledon Championships and the UEFA Women’s Euro 2022 on Twitter.
Deliver an action plan for professional sports teams and their partners.
Team Heroine provides a 6-step action plan.
Areto provides a software solution to help execute Team Heroine’s action plan.
WHAT are the women’s sport experts saying?
For this research report, Areto interviewed professionals across women’s sport and provides their diverse perspectives on how to take action against online abuse. These professionals include:
Chloe Morgan (Professional Football Player, Crystal Palace Football Club)
Jenny Mitton (Director and Women’s Sport Lead, M&C Saatchi Sport & Entertainment)
Alex Teasdale (Head of Women’s Game, England Rugby)
Liseli Sitali (Head of Marketing, Sky Sports / Founder, In Her Corner)
Michelle Redfern (Founder, Advancing Women in Business & Sport)
Emily Drakeley (Co-founder, Her Game Too)