Tennis Canada's Purple Haze: Advancing Gender Equity in the Sport

Tennis Canada's "Game. Set. Equity." Campaign: A Purple Haze for Gender Equality

Tennis Canada has transformed its prestigious ATP Masters 1000 and WTA 1000 events in Montreal and Toronto into a vibrant canvas for gender equity advocacy. The national governing body has adorned the umpires' chairs with the iconic purple hue of International Women's Day, symbolizing its unwavering commitment to empowering women and girls in and beyond the sport.

This initiative is not merely a cosmetic gesture but a comprehensive strategy that has already yielded tangible results. Tennis Canada's "Game. Set. Equity." campaign, launched as part of its post-pandemic recovery efforts, has evolved into a holistic approach to advancing gender equality throughout the Canadian tennis ecosystem.

"The message is clear: the umpire's chair sits atop our sport, where we believe all women and girls have a place," Tennis Canada declared in a statement. CEO Gavin Ziv emphasized, "Our commitment is crystal clear. We want to move gender equity forward across the Canadian tennis ecosystem and will continue to build awareness of our initiatives in order to do so."

The campaign has received a significant boost from a 10-year sponsorship from National Bank. According to the International Tennis Federation (ITF), the partnership has already supported over 2,000 women and girls in nearly 40 events across Canada. A substantial $50,000 has been invested in grassroots gender equity initiatives, and the Canadian events have pledged to offer equal prize money by 2027.

Thursday marked a special day dedicated to promoting gender equity at both tournaments. On-site activations, special guests, and the illumination of Montreal's Olympic Stadium Tower in purple highlighted the occasion. This event followed Tennis Canada's third annual conference for gender equity in sports, aptly titled "Unmatched." Venus Williams, a trailblazer in securing equal prize money for women at Wimbledon, delivered the keynote address.

Tennis Canada's "Game. Set. Equity." campaign is a testament to the organization's unwavering commitment to creating a more inclusive and equitable sport. By using its high-profile tournaments as a platform for advocacy, Tennis Canada is inspiring change and empowering women and girls to reach their full potential in tennis and beyond.

Tags: #TennisCanada, #GameSetEquity, #GenderEquality, #WomenInSports, #PurplePower