"EXTRA TIME" from WiMENA in London

Unlocking the Future of Women in Sport

Last week, MESBN Co-founder Rebecca Dance Shuker attended the WiMENA London Forum, where leaders from across the Middle East and beyond gathered to explore how sport can be a transformative force for women and communities.

The programme featured powerful discussions around the future of women in sport, the impact of technology, the importance of role models, and how to support athlete-to-leader career pathways within the wider sport ecosystem.

Women Are Guiding the Next Generation

A consistent message throughout the day: women are not just participating—they're leading. From athletes to administrators, women are playing a pivotal role in shaping the next era of sport.

Key themes included:

• Employability and career pathways for women in the sport sector

• Capacity building to unlock leadership at all levels

• The importance of listening to athletes and young people to guide inclusive decision-making

MENA Momentum: Regional Progress and Global Insights

One standout case was Bahrain, where female participation in football has been nurtured through schools since the 1970s. This long-term investment in grassroots sport stands as a model for other countries—including the UK—to follow.

The Saudi Ministry of Sport’s collaboration with the WTA to reach 1 million tennis players by 2030, and the FIA’s mentoring programme, are just two examples of how global partnerships are helping to accelerate progress in women’s sport across the region.

Saudi Arabia’s KPI-driven sports strategy is also helping federations and organisations align on outcomes—offering clarity and consistency across the ecosystem.

Tech, Data, and Storytelling as Game Changers

Another vital theme was the role of data, AI, and technology in bridging the inclusion gap. From audience insights to performance analysis, innovation can be harnessed to:

• Better track participation and leadership metrics

• Elevate female athlete visibility

• Create more inclusive programming based on real-time community needs

It was clear that media and storytelling remain central to shifting perceptions, building fanbases, and retaining long-term engagement in women’s sport.

Building Human Capital, Sustainability and Legacy

Speakers underscored the importance of:

• Mentorship and education pathways

• Investing in leadership training for women

• Embedding social impact and sustainability into every programme—not just hosting one-off events

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There was also a call for cross-sector collaboration—linking government, private sector, NGOs, and federations—to scale women’s sport at every level.

Inspiration Through Connection

The forum closed with a reminder that everyone has a role to play—whether you’re inspired by family, colleagues, or trailblazers in sport. The energy and ideas shared at WiMENA highlight the immense potential within the region if investments are made in the right people, programmes, and partnerships.

As the Middle East continues to grow as a global sports hub, WiMENA offered an inspiring glimpse into what’s possible when women are fully included—not only on the field, but in every corner of the industry.