July 3 – Concacaf and Proctor & Gamble’s Always brand have partnered to launch an education and mentorship programme, the Always® Soñando Concacaf W Broadcast Academy.
The aim, said Concacaf, “is to provide training to increase the representation of women in jobs behind the camera in the broadcasting of both men’s and women’s soccer during a period of seismic growth of the game in America.”
Concacaf said that “less than 20% of all jobs behind the camera in soccer broadcasting, such as camera operators, directors and producers, are currently held by women, even fewer by women who are Hispanic, or from other diverse groups.”
The current Gold Cup has more than 2,000 jobs in broadcast behind the camera which are difficult to fill from the current talent pool, said Concacaf, with estimates that there will be a growth in job opportunities as the sports, and especially the women’s game, grows.
This partnership supports Concacaf W’s activities to bring greater gender equality to the game “and help women and girls understand that they belong, whether in soccer or anywhere else in society”.
The Always® Soñando Concacaf W Broadcast Academy will provide hands-on technical training and work experience for 11 women alongside leading sports broadcasters to boost their careers. The women participating in the program will learn camera and replay skills, production, and direction. The nine-month long program will begin at the Concacaf Gold Cup this week and will culminate with participants working at the inaugural Concacaf W Gold Cup (February 17 – March 10, 2024).
Heidi Pellerano, Chief Commercial Officer, Concacaf, said: “At Concacaf we believe all women should have access to opportunities within soccer in our region as players, coaches, referees, executives and broadcasters. Through this program we are committed to getting more women into soccer broadcasting. Not only is this an exciting profession, but female broadcasters can impact coverage substantially, to inspire future generations of women to play and support soccer, and to participate professionally within the game.”
Balaka Niyazee, Senior Vice President of North America Feminine Care at Procter & Gamble said: “Always’ brand purpose is built on the ability to foster girls’ confidence – which means empowering through resources and opportunities to confidently chase dreams. That is why Always is proud to be furthering this mission by partnering with Concacaf W to empower emerging Hispanic or Latina leaders to follow their dreams of working in sports broadcasting.”
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