Sporting Equals to Launch New Insight Series
Posted: Sat, 22 Oct 2016 13:00
Sporting Equals, the charity that exists to actively promote greater involvement in sport and activity for disadvantaged communities particularly the black, asian and minority ethnic (BAME) population have launched a new initiative entitled the "Sporting Equals Insights Series."
Sporting Equals latest consumer research, conducted in partnership with the Department of Sociology at the University of Leicester looks specifically at the young Asian Pakistani female market (16-25). The research was carried out using focus group techniques and one-to-one interviews and has been supplemented with information drawn from other research carried out by Sporting Equals. It provides valuable insight which sport providers can draw upon to make sport more inclusive for this segment and help increase participation.
Sporting Equals insight into Young Asian Pakistani females identifies that these women face educational, employment and economic challenges alongside cultural barriers which impact on leisure and lifestyle choices. Finding the time, the right sort of motivation and the support meant there were limited opportunities for these women to pursue their interests in sport and physical activity.
Many of these young women were active at school and traced their relative lack of engagement in sport and physical activity after they left school linked to lack of confidence, available coaching, suitable facilities and adequate information and support.
Some women expressed a view that the male dominated nature of sport was often viewed by families as an activity for males rather than females. Very little support was given to females to engage in sport with a more direct push for girls to focus on academic studies.
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