Here at the Sports Hydrant we're aware that the tremendous benefits sport can bring to our lives aren't always available to everyone equally. So we're focused on providing a space where everyone's voice can be heard when it comes to sport, and where issues are championed that help as many Australians enjoy the positive physical, mental and social benefits sport brings with it.

As part of this mission we've set up the Talking Women's Sport initiative. We hope this will be a space where anyone interested can come together to discuss the key challenges facing women in the sporting arena.

So what do you think some of those challenges are?

For me, despite improvements, it does still seem that there is a disappointing lack of coverage of women's sport on mainstream TV, and often the coverage that there is seems to adhere to some rather boring gender stereotypes.

But I'd love to hear from you about what you think the challenges facing the growth and promotion of women's sport in Australia are.

Most people know that some sports pay big and some don't, male and female. But most people don't realise just how tough our female athletes generally do it compared to males. This has never had anything to do with quality of performance or coaching or commitment. It's everything else. It is about the level of professional packaging, the cycle between sponsorship and coverage and long term investment in the sport at the elite level. I am not saying that sports that women play are not professionally packaged: they are, but only to the degree the financial resources allow; Revenue is governed by sponsorship, the value of which depends on coverage, which in turn determines revenues.

This cycle is self-perpetuating, but only once it gets started and develops momentum.
For much of the sport that women play and a fair amount of sport that men play too, this cycle stalls. In a crowded commercial or pay TV market, the claim has been that it is too risky to punt on new content, particularly an expensive production like a live-to-air national league; In other words, the cycle stalls before it can gain momentum because the opportunity for coverage never presents itself.

Another example of the cycle stalling is the lack of a major sponsor.No or too little sponsorship revenue reduces capacity to professionally package the sport. This undermines future prospects and harms confidence in the sport at all levels. For commercial TV considering covering a sport, a baseline test is whether or not a major sponsor is in place. If not, it is a big leap to think that media buyers and advertisers will have confidence in the content and make it commercially viable for the broadcaster.

Looking at a very current case study, the approach the FFA has taken to the women's league removes these two stalling points in the cycle that determines the commercial viability of a national league. I chaired the Canberra United Management Committee so I have had a terrific insight into how the inaugural season has unfolded.

The W-League got a major sponsor and national TV coverage: Westfield. Big Tick. I should mention the federal government has tipped in some start up funds to help get things rolling, in response to the bipartisan Senate Inquiry Report which identified the societal benefit of having elite sport for women more accessible as role models in the media. Tick. Coverage via ABC1 broadcasting the games live every week. Big Tick.

Just a side note on the ABC as the broadcaster, while not a source of actual revenue but not a cost burden either, the FFA via the W-League are yet to enjoy the full commercial value of the content that is the weekly games and final series of the w-league. The good news is with digital TV and multichannels on their way, all manner of quality Australian content will be sought. This augers well for the future and I look forward to the bidding war for the rights!

And finally the secret ingredient: leadership that is confident in the vision for the women's game and the athletes for whom football is their passion. Week in and week out through the inaugural w-league season I met people who discovered the fantastic football that women play for the first time.  Their response can be characterised as a revelation.  And don’t think it is only women young and old, it’s everyone. And if you don’t understand, you will have to wait till next season to get a taste of it for yourself. It's a fantastic display of strength, skill and as the sophisiticated promo's will tell us, style.

The FFA has changed everything for the football that women play. They have already been given a prestigious award by the Asian Football Confederation for their vision. Players are starting to get a taste of the recognition they deserve. Generations of young players have been inspired.