Sport New Zealand (Sport NZ) has announced the launch of the ‘It’s Time’ campaign, which builds support and encourages greater engagement in elite women’s sport.

The campaign will look to take advantage of high-profile sporting events, including the recent Women’s Cricket World Cup, Rugby World Cup and upcoming FIFA Women’s World Cup, each with New Zealand serving as a host nation, to increase the visibility and support for New Zealand’s female athletes.

Research commissioned by Short NZ shows that only one-in-three New Zealanders watch women’s sport, with awareness of female athletes significantly lower than comparable men’s athletes.

Commenting on the campaign, Sport NZ chief executive, Raelene Castle, said: “Globally, women’s sport is stealing the headlines – particularly after the amazing scenes following England’s victory in Euro 2022 and the record-breaking crowd at Camp Nou when more than 91,000 people watched Barcelona play Real Madrid in the Champions League.”

“Greater awareness and engagement in women’s sport in Aotearoa now, will mean this generation of female players and athletes can, and should be, an inspiration to the next,” she said.

Sport NZ will work closely with national sporting bodies to ensure as many sports as possible have the opportunity to be a part of the campaign.

Commenting on the New Zealand Football’s involvement, chief executive, Andrew Pragnall, said: “It’s time the whole country gets behind them, with two of the biggest events in women’s sport happening in our own backyard over the next 12 months.”

Netball NZ chief executive, Jennie Wylie, added: “It’s so important for all New Zealanders to engage with, and follow women’s sport, so that our young players, and up-and-coming athletes, can see there is a pathway for them.”

The new comes after Ministry of Sport recently spoke with chair of the 2021 Women’s Rugby World Cup organising committee, Dame Julie Christie, in the lead up to the tournament.