LISA O’KEEFE
“We need male allies to actively support the inclusion of females at every level in order to make a positive change – it’s not just a problem for women to face by themselves.”
Meet Lisa O'Keefe MBE, the Secretary General of the International Working Group (IWG) on Women and Sport, the world’s largest network dedicated to advancing gender equality in sport. A former international athlete herself, Lisa is an advocate for women’s sport, with extensive knowledge of the barriers women and girls face, the need for research and insight to drive systemic change, and the value of the IWG Women & Sport in connecting people committed to make these changes.
LISA’S JOURNEY TO
WORKING IN SPORT
“There is no single person but five or six key people who recognised my potential probably before I did and gave me opportunities (and support) in my career both on and off the rugby pitch. I have tried to do the same for others coming up behind me.
I started my career in the financial sector and took a chance by switching into sport and seeking roles in organisations that aligned with my beliefs and passion. I have been fortunate that I have genuinely cared about every role which has helped me ask sometimes difficult questions, care about the answers and speak up when I disagree.”
SOME INSPIRATIONAL SPORTING MEMORIES
I have been fortunate that from a young age I witnessed the power of sport to bring people together and deliver the unexpected. I was in the crowd at Murrayfield when Scotland men won the Rugby Union 5 Nations Grand Slams in 1984 and 1990 which showed me that a team can be stronger than the sum of its parts. In 1986, I witnessed an unknown Liz Lynch (became Liz McColgan) enthral the home crowd at the Edinburgh Commonwealth Games, winning the 10,000m and smashing the Commonwealth Record by over 30 seconds. The buzz and energy of the Scots in the stadium live with me to this day. I think we all walked out that day feeling 10 feet tall and that anything was possible!
“Build your networks and take every opportunity to collaborate with others. You will be more impactful, and it will probably be more fun.”
WHAT ALLYSHIP IN SPORT LOOKS LIKE
“I would define allyship in sport as being the people in decision-making positions, usually men, using their power and influence to tackle gender inequality. We need male allies to actively support the inclusion of females at every level in order to make a positive change – it’s not just a problem for women to face by themselves.
At leadership level, male allies have the power to implement the policies and practices which will ultimately change the structures and values within their sport to create an inclusive and supportive environment for women. But it’s not just at leadership level where men can be important allies – for example, male sports stars supporting their female counterparts gives women’s sport more credibility amongst their fan bases.”
THE IMPACT OF ALLYSHIP
“Research from Women in Sport pointed to influential male role models, such as dads, teachers and coaches, playing a part in breaking down gender stereotypes within young boys to ultimately create more welcoming sport environments for young girls from an early age.”
