New research commissioned by Norwich Union, number one sponsor of UK Athletics, shows that girls are continuing to drop out of sport at an early age, despite the constant media coverage and government campaigns to fight the growing problem of obesity.
New research commissioned by Norwich Union, number one sponsor of UK Athletics, shows that girls are continuing to drop out of sport at an early age, despite the constant media coverage and government campaigns to fight the growing problem of obesity. With the 2012 Olympics on the horizon it is now even more essential to inspire more girls into sport to find the next generation of golden girls to step into Kelly Holmes, Denise Lewis and Paula Radcliffe’s shoes
When the results of the new research were compared to Norwich Union’s research in 2003 – "Listening to Tomorrow’s Athletes" – it is clear that trends amongst boys to participate in sport are improving, but the picture is not so positive for girls. Girls placed a higher priority on things other than sport such as shopping and music and blamed peer pressure and issues surrounding body image as taking precedence. Parents are also reinforcing the stereotype that "sport is a boy thing" by encouraging their sons rather than their daughters. They have become the "cotton wool generation" as parental concerns about paedophiles, traffic and bullying prevent them from going out to play sport.
Double Olympic Champion Dame Kelly Holmes, who helped announce the research today at Waverley School in Peckham South London, said: “Sport is such a vital part of society and can play a hugely positive role in life for all children - helping boost self-confidence and social engagement, encouraging better discipline and even better academic results. 2012 provides a great focus for some and I am working with Norwich Union to help harness the inspirational values of sport to encourage girls to stay on and enjoy sport as much as I have.”
Daren Carter, director of brand and promotions at Norwich Union, said: “The findings of our survey are quite worrying. The Olympics coming to London in 2012 gives us a tremendous opportunity to put sport at the heart of the agenda, but we must ensure the legacy is harnessed and that sport is embraced by all, particularly girls and their parents.
“Athletics is the basis of all sport and is the one sport that is truly gender balanced with women earning just as much money, and gaining just as much publicity, as the men.
“Through our longstanding partnership with UK Athletics, we engage over a million children per year in grassroots athletics schemes which provide for both girls and boys on an equal footing and this figure continues to rise."
Key findings of the Norwich Union survey
Activity Outside School Hours
- Over one-in-five (21%) secondary school girls do no exercise outside school compared to just 13% of boys the same age
- Just 6% of primary school boys and girls do no exercise outside school illustrating the sharp participation drop off rates.
Favourite Activities
- Sport is losing favour among girls:
- In 2003 girls ranked sport as their joint third favourite activity (8%) with watching TV and reading books. Shopping for clothes was their favourite activity (27%) and listening to music came second (24%)
- In 2005, sport came fifth with 8% of secondary school girls voting it their favourite pastime compared to shopping (24%) and listening to music (19%)
- But at primary school age, sport is ranked as girls’ favourite pastime alongside reading books and shopping for clothes (14% each).
- Bt sport is becoming more popular amongst boys:
- In 2003, sport came second for boys with 13%. Playing computer games took 40% of the vote.
- In 2005, 16% of secondary schoolboys and 21% of primary schoolboys voted for sport, behind playing computer games (32% and 35% respectively).
Why?
Girls’ views on why they drop out of sport:
- One-in-five secondary school girls (20%) say that "sport is boring", compared to just 7% of boys
- 7% of primary schoolgirls and 3% of primary schoolboys think "sport is boring"
- In 2003 17% of secondary girls and 8% of boys thought sport was boring.
Peer pressure is also in evidence:
- One-in-five secondary schoolgirls (20%) say "my friends don’t do sport, so I don’t either" compared to 7% of boys
- In 2003 14% of girls and only 7% of boys said the same.
This could be linked to changing body shapes and lack of perceived "fun" sporting opportunities for girls.
Parental Influence and the 'cotton wool generation'
Parents are vital facilitators of sport but for daughters, parents seem to reinforce a stereotype that "sport is for boys".
- A 13 year old girl questioned said, “My mum likes me to exercise, but never really pushes me to do it.”
- Another commented “If I can’t do something they say not to try too hard because I might hurt myself.”
One main reason for this is safety fears (particularly prevalent amongst parents of girls).
- 76% of parents admitted worrying or being paranoid about their daughters when they are out because of the threat from paedophiles (compared to 65% of boys’ parents) and 74% of parents of children of both sexes were concerned about the dangers from traffic.
- One mum from Leeds said “I don’t like them going anywhere without me”
- One 12 year-old girl from Cardiff said “My parents are dead paranoid.”
Sport as a Family Activity
- An alarming 37% of secondary girls don’t play regular sport with a family member, compared to 26% of boys the same age
- In 2003, the figures were 36% of secondary girls and 24% of boys showing that parents are still not engaging with their children in sporting activities
- 8% of primary schoolboys and 18% of primary schoolgirls did not take part in sport regularly with a member of their family in 2005
- Only 15% of parents of secondary school girls regularly take them to see live sporting events compared with 40% who take their secondary school sons
- 18% of girls’ parents and 23% of boys’ parents took them to see live sport in 2003.
Benefits of Sport
Aside from the obvious health benefits that sport can bring, it has been shown that increased activity levels amongst children can increase academic attainment, help with behavioural problems, boost confidence levels, facilitate social inclusion and have a very positive effect on truancy rates and discipline.
Top Sporting Role Models
“For all children, athletics can offer something for everyone and even if your daughter is not going to be the next Kelly Holmes, sport has so many other benefits and can be tremendous fun. Role models are vital in this process to help inspire children who then want to emulate their heroes and our research shows that Kelly is currently top of the tree for both girls and their parents,” says Daren Carter, director of brand and promotions at Norwich Union.
| Girls | Parents (for their children) |
| 1 – Kelly Holmes (35%) | 1 – Kelly Holmes (52%) |
| 2 – David Beckham (31%) | 2 – Steve Redgrave (40%) |
| 3 – Paula Radcliffe (19%) | 3 = Paula Radcliffe (33%) |
| 4 – Michael Owen (17%) | 3 = Michael Owen (33%) |
| 5 – Wayne Rooney (12%) | 5 = Jonny Wilkinson (28%) |
| 6 – Tim Henman (11%) | 5 = Tiger Woods (28%) |
| 7 – Jonny Wilkinson (10%) | 7 – Matthew Pinsent (26%) |
| 8 – Frank Lampard (9%) | 8 = David Beckham (24%) |
| 9 – Steven Gerrard (8%) | 8 = Tim Henman (24%) |
| 10 - Venus Williams (7%) | 8 = Lance Armstrong (24%) |
| Worsr Role Models | |
| 1 – David Beckham (11%) | 1 – Wayne Rooney (49%) |
| 2 – Wayne Rooney (9%) | 2 – David Beckham (25%) |
| 3 – Jenson Button (5%) | 3 – Shane Warne (8%) |
What is being done by Norwich Union?
Norwich Union has been sponsoring UK Athletics since 1999 and 20% of this sponsorship is invested directly in grassroots athletics. This funding has enabled the schemes to expand and treble participation rates over the past four years. Over a million children each year are now involved in them.
In addition to this grassroots support, and to help address the problem of girls dropping out of sport, Norwich Union is funding double Olympic Champion Kelly Holmes’ "On Camp with Kelly" initiative. Its aim is to identify and nurture the next generation of champions and to date, 30 girls have been involved. From overseas camps to weekend get-togethers and regular contact, Kelly is working with the girls and their coaches to help nurture future champions. The next phase of the initiative will see Kelly and the girls go into schools across the UK to help inspire children to continue in sport.
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Media Contacts:
Stuart Wareman (MEC:Sponsorship) 020 7803 2306 (07733 010 799)
Tanya Veingard (Norwich Union) 020 7662 3616
Notes to editors:
Research Information
602 kids (8-14 yr olds) and 306 parents were interviewed in July 2005 by Kids & Youth using a representative panel of GB online population. Data ‘weighted’ back to GB population profiles for Kids ages, social grade and region. Study conducted to full MRS, ESOMAR and COPPA regulations and guidelines
Norwich Union & UK Athletics
Norwich Union is the number one sponsor of UK Athletics and dedicates twenty percent of its investment to developing the sport at grassroots level. With its partnership with UK Athletics, Norwich Union now engages a million children in activity each year and this number is continuing to increase to help fight the growing problem of obesity.
The four main athletics schemes are aimed at increasing participation as well as identifying and nurturing young talent. Top Norwich Union GB Team stars such as Denise Lewis, Kelly Sotherton, Paula Radcliffe, and Jamie Baulch all took part in such schemes on their road to glory.
These initiatives are:
- Norwich Union Shine:Awards
- The core platform from which athletics is introduced to children at school. The nationwide awards scheme for 3-18 year-olds measures their athletics progress in a variety of skills and disciplines.
- Norwich Union Agility:Challenge
- A mobile set of equipment that can be set up virtually anywhere and enables children to take part in a variety of disciplines including jumping, throwing and balancing
- Norwich Union Star:Track
- A scheme where children receive expert athletics coaching from trained staff, and can try events that they would not normally have a chance to – eg pole-vaulting, discuss and javelin
- Norwich Union Sports:Hall (including Fun in Athletics)
- The pinnacle of the Grassroots schemes that allows for competitive indoor team athletics for U11s, U13s and U15s. Regional Finals take place from January to March, whilst the National Final is held at the National Indoor Arena in Birmingham
For more information on these schemes, visit www.ukathletics.net or call UK Athletics on 0870 998 6800.
Norwich Union is also committed to ensuring those children with disabilities are able to enjoy a fun, active lifestyle. Through its partnership with WheelPower, Norwich Union is funding a series of events throughout the UK to engage children in wheelchair sport. To find out more visit www.wheelpower.org.uk.
Norwich Union has recently published a booklet entitled "Get Set – Guide To Keeping Your Kids Fit & Healthy". The booklet aims to give practical advice to parents on how to encourage their children to follow a better diet and get involved in sport both in and outside school. And who knows, maybe help inspire the next generation of champions. To download the booklet visit www.norwichunion.com/getset.