‘The Time to Invest in Women’s Sports is Now’: Johnnie Walker and Ted Lasso’s Hannah Waddingham Join Forces to Increase Visibility of Female Athletes
Johnnie Walker and Hannah Waddingham from the hit series “Ted Lasso” have joined forces to encourage the visibility of female athletes in the media. (Photo and Video: Johnnie Walker)
Johnnie Walker and Emmy Award-winning actress Hannah Waddingham, known best for her role on the hit Apple TV+ series “Ted Lasso,” have teamed up to introduce a video series called “Match Day Memos.” The series will inform sports fans ahead of time when some of the most hotly anticipated games of the season featuring female athletes are set to air. The aim is to increase the representation of female athletes in the media, as presently the numbers hover around 10%, according to a news release published Friday.
Women make up more than 40% of all athletes, further emphasizing the discrepancy. The blended scotch whisky brand and actress who plays the character Rebecca Welton, owner of the AFC Richmond Football team on the multi-award-winning television series, seem like the perfect duo to change this.
“We must do better to ensure women receive the same visibility, recognition and accurate portrayals as their male counterparts,” said Hannah Waddingham, “I am excited to collaborate with Johnnie Walker, a brand that is steadfast in its support of gender equality, to help celebrate women athletes and inspire a culture that values the talents and potential of all women.”
Johnnie Walker, owned by Diageo, has demonstrated a longstanding commitment to equality, according to the brand. The importance of diversity and inclusion was cemented in part due to the efforts of Diageo’s late CEO, Ivan Menezes, who passed in early June. Menzezes held an integral role in Johnnie Walker’s “Keep Walking” campaign and made a concerted effort to hire more women on Diageo’s Executive Committee. He was knighted for his contributions to business and equality in January 2023.
The scotch brand appears to be following in Menzezes footsteps with this latest initiative and will be donating an additional $100,000 to the Women’s Sports Foundation.
“The time to invest in women’s sports is now, and everyone, from brands to fans has a role to play, which is why Johnnie Walker is doubling down on our partnerships to build an even broader fanbase for these bold athletes,” Senior Vice President of Whiskies at DIAGEO North America Sophie Kelly said. “Women athletes have the power to help shape culture, inspire other women as positive role models, and break societal narratives so please join us in celebrating them and tuning in as we cheer them on all year long.”
Waddingham and Johnnie Walker’s “Match Day Memos” were scripted and produced in partnership with Solar. Solar is an in-house agency for Hello Sunshine, Reese Witherspoon’s production and media company.
“Everywhere you look, women’s sports are on the rise,” said Just Women’s Sports Founder and CEO Haley Rosen. “Investment, viewership and participation are all up — but media coverage is still stuck at a shockingly low percentage. Johnnie Walker shares our vision of what women’s sports can be, and we’re thrilled to be teaming up on this unique and needed initiative to drive more equitable coverage.”
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