Concacaf W Together with Always Announce a New Partnership to Champion Gender Equality in Soccer Broadcasting
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Concacaf W Together with Always Announce a New Partnership to Champion Gender Equality in Soccer Broadcasting

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Miami, FL- June 30, 2023 - Concacaf and P&G’s Always® have partnered to launch an industry-leading education and mentorship program, the Always® Soñando Concacaf W Broadcast Academy, which will provide training to increase the representation of women in jobs behind the camera in the broadcasting of both men’s and women’s soccer during a period of seismic growth of the game in America. This partnership supports Concacaf W’s activities to bring greater gender equality to the game of soccer, and help women and girls understand that they belong, whether in soccer or anywhere else in society; it is also the latest extension to the Always® Soñando program, aiming to help women, especially those from diverse backgrounds, to chase their dreams.

A significant gap in female representation within the soccer broadcasting industry
To date there has been little focus on female representation amongst technical broadcast teams who make it possible for us to watch soccer, and who influence how the game is portrayed. Less than 20% of all jobs behind the camera in soccer broadcasting, such as camera operators, directors and producers, are currently held by women, even fewer by women who are Hispanic, or from other diverse groups. Together, our goal is to close the gender gap in soccer broadcasting. At the current Concacaf Gold Cup there are 2,000 jobs in broadcasting behind the camera, many of which are hard to fill from talent currently within the United States and broader Concacaf region. Soccer is the fastest growing major sport in America, with the youngest and most diverse fanbase, and all estimates show that over the next few years employment opportunities in this sector will grow enormously for skilled talent behind the camera to cover the growing number of matches. It is expected to accelerate further in the run-up to the 2026 FIFA World Cup in our region, anticipated to be the largest in the history of soccer.

The Always® Soñando Concacaf W Broadcast Academy
The Always® Soñando Concacaf W Broadcast Academy is the first program in North America supporting women from diverse backgrounds to achieve their dreams of working in soccer broadcasting. To complement the launch of the Always® Soñando Scholarship and Always® Soñando Academy, the partnership with Concacaf W will provide hands-on technical training and work experience for 11 women alongside leading sports broadcasters to boost their careers in this industry. The women participating in the program will learn camera and replay skills, production, and direction. People who have broadcast experience in soccer have transferable skills relevant to all other sports, and also to the wider video ecosystem, one of the fastest growing sectors for jobs in America. The nine-month long program will begin at the Concacaf Gold Cup this week (June 2023), and will culminate with participants working at the inaugural Concacaf W Gold Cup (February 17 - March 10, 2024), the Concacaf region’s premier competition for women’s senior national teams. The Academy program will provide students with training led by industry experts Host Broadcast Services (HBS) at the EVS Broadcast Equipment training facilities in New Jersey; they will also undertake paid hands-on experience, to perfect their skills in sports broadcasting internationally, and mentorship to build a network within the soccer broadcasting world, giving them unique access to the field’s most prestigious employment opportunities.

Heidi Pellerano, Chief Commercial Officer, Concacaf:
“At Concacaf we believe all women should have access to opportunities within soccer in our region as players, coaches, referees, executives and broadcasters. Through this program we are committed to getting more women into soccer broadcasting. Not only is this an exciting profession, but female broadcasters can impact coverage substantially, to inspire future generations of women to play and support soccer, and to participate professionally within the game. This program will give female talent access to employment opportunities, which is especially important in the run-up to our inaugural Concacaf W Gold Cup taking place in 2024 in the United States, and beyond as we get closer to hosting the 2025 FIFATM Club World Cup, and the 2026 FIFA TM World Cup in our region, which will be the largest World Cup ever. We are thrilled to partner with Always® as a leading global corporate champion in gender equality who is committed to the growth of soccer.”

Balaka Niyazee, Senior Vice President of North America Feminine Care at Procter & Gamble
“Always’ brand purpose is built on the ability to foster girls’ confidence – which means empowering through resources and opportunities to confidently chase dreams. That is why Always® is proud to be furthering this mission by partnering with Concacaf W to empower emerging Hispanic or Latina leaders to follow their dreams of working in sports broadcasting. We know that soccer is a huge passion for many young women, both to play and to watch, and are proud to support steps towards greater gender equality in the industry. We look forward to the Always® Soñando Concacaf W Broadcast Academy and its innovative education, hands-on experience, and mentorship that will inspire and empower these young women, by demonstrating that women can lead and thrive in the American soccer industry.”

About Always Soñando
For nearly 40 years, Always® has been working to provide the tools, resources and products needed to champion confidence. This Spring, Always® furthered this mission by launching its first-ever Hispanic and Latina-focused scholarship program, the Always Soñando Scholarship. Translating to “Always Dreaming,” Always® Soñando was invented to provide Hispanic and Latina students with the confidence they need to succeed by aiding them with mentorship and monetary resources. Fifty deserving students received $2,500 to put toward their education alongside the launch of Always® Soñando Academy, a collection of career-led tips and advice from some of the world's most inspiring Latina leaders and entrepreneurs.