The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

Website version

What does 2022 have in store for women’s sport?

Performance Communications Author Image Performance Communications | January 13, 2022

Women’s sport is in a pretty good place right now. Research from the Women’s Sport Trust estimates that more than 50m people will have watched some form of women’s sport in 2021, thanks in most part to The Hundred and WSL. That’s only set to grow in 2022. But what are the main events to look out for that will help spur this growth?

  1. Cricket: Women’s Ashes, 20th January – 8th February & Women’s Cricket World Cup, 4th March – 3rd April

With the Ashes having an earlier start date to allow the players to quarantine ahead of the World Cup, England fans will be hoping that the women’s team fare better than the men’s. Will we snatch victory from Australia who have held the Ashes since 2015? After a short flight across the Tasman Sea and a quarantine period, will England keep the world title? There is a chance the time zone will hinder viewing figures but the ECB and ICC will be hoping that the success of The Hundred will lead to a whole new audience staying awake to watch the matches. Fans will tune in to see if England and Trent Rockets player Nat Sciver will retain her batting prowess seen in The Hundred or will Amanda Jane-Wellington take her experiences from playing for Southern Brave in The Hundred back to her home team in Australia?


  1. Rugby Union: Six Nations, 26th March – 30th April and World Cup, 8th October – 12th November

Thanks to their recent performances, the Red Roses will be the favourites to win both the Six Nations and the World Cup, although the home side New Zealand won’t take their recent losses lying down. While the time zone might be an issue for the World Cup, it will be a chance for England to show their support, which is even more important this year with the country’s bid to host the World Cup in 2025.

  1. Football: Women’s Euros, 6th – 31st July

I’d put money on this being the biggest women’s sporting tournament to date with more viewers than any other female sports tournament and with all venues at capacity. I can’t wait to see how the sponsors will activate it and I’m hopeful all media will truly get behind it. And I also predict England will win….

  1. Cycling: Tour de France Femmes, 24th July

Finally, the female riders get their own race. Ok so the winner only gets 50,000 euros, compared to the 500,000 euros for the winner of the men’s race and the women’s race is only 8 stages compared to the 21 stages of the men’s race but I guess it’s a start, especially as the last women’s Tour de France was 33 years ago.

It will be interesting to see how title sponsor Zwift marks this milestone in women’s cycling and we look forward to working with our client Skoda to maximise this opportunity, especially given their heritage with female cyclists.

  1. Commonwealth Games, 28th July – 8th August

Coming just a year after the Tokyo Olympic and Paralympic Games, we’re in for another summer of sport. The organisers have stated that Birmingham 2022 will have the largest ever female and para-sport programme in history with three major finals for women’s sport taking place on super Sunday on 7th August. All eyes will be on the hockey, 20-over cricket and netball on that day and hopes are high for England’s chances.

  1. Rugby League: Rugby League World Cup, 1st – 19th November

With the men, women and wheelchair games all happening at the same time, it will be interesting to see if it can replicate the success of The Hundred who trialled a similar format. England will have home advantage and the women will want to beat their old rivals Australia, who beat them in 2017 to take the title.

I’m sure after this bumper year of sport, there will be a large group of female athletes who previously most of us will have never heard of before. I can’t wait to see who 2022’s Rachael Blackmore and Emma Raducanu will be.


Related stories.

Performance Communications Transitions To Employee Ownership

Performance Communications, a leading provider of specialist communications services to the Automotive, Sport and Technology industries is delighted to announce that it has transitioned to employee ownership via an Employee Ownership Trust (EOT). The move secures the agency’s long-term independence and will provide its employees with both a greater level of involvement and a share […]

Cricket at the Olympics, it’s just not cricket!

Let’s set the record straight, I don’t like cricket, I love it* but cricket at the 2028 Olympics, is that really necessary? The IOC has announced the five new sports that will be included in the 2028 Los Angeles Olympic Games. Funnily enough some of the new sports that will appeal to a Northern American […]

Top 5 Sports Documentaries – The Power of Sports Documentaries

It seems that recently a new pro sports documentary appears on an almost daily basis, 24-7 viewing if you need to get away from the family over Christmas! While the docs undoubtedly provide the streaming channels with engaging content to draw subscriptions and drive revenue, should sporting associations or teams always give the green light […]

Unveiling Threads: Exploring the Disruptive Factors and Success Behind the New Social Media App

In a rapidly evolving social media landscape, new platforms emerge, seeking to disrupt the status quo and capture users’ attention. Can Threads go the distance though?

What are the pros and cons of an EV Motorcycle (According to ChatGPT)

What happens when you ask AI tool ChatGPT to create a blog article for you? Well, judge for yourself…   Electric-powered motorcycles are becoming an increasingly popular option for riders who are looking for an environmentally friendly and low-maintenance mode of transportation. In this article, we’ll take a look at some of the pros and […]

Our favourite World Cup PR campaigns

The biggest stage in football is just days away as all attention turns to Qatar for what is set to be a competition like no other. With over 3.5 billion people watching the 2018 edition in Russia, including 1.12 billion for the final match alone, the World Cup provides brands with an unrivalled platform for […]

Its time to place human stories at the heart of the advanced air mobility market

If you ask me to imagine the future, the first thing my mind often flicks to is the opening scene of Futurama – with flying cars and robotaxis gliding over giant skyscrapers. This always felt like an incredibly distant vision but autonomous flying machines are here today and they are already doing a lot of […]

The UEFA Women’s Euros 2022

Now the crescendo of excitement of England’s Euros triumph has subsided, Nicola McKelvey takes a deeper look at the huge growth of the women’s Euros and the England team in an article that quantifies and compares the positive momentum of the UEFA Women’s Euros 2022 to previous events. Introduction It’s widely believed that major tournaments […]

Be Bold.

It’s time to come off the fence:

Message us