Vitality has deepened its involvement in women’s sport with the announcement of two new partnerships, with gender equality charity, Women in Sport, and running community This Mum Runs.
As Official Wellness Partner for both organisations, Vitality says it aims to inspire more women and girls to get active and take up sport.
The news comes on the back of a number of other partnerships held by the health and life insurance company, which recently became the naming sponsor for the Vitality Women’s FA Cup.
The insurer says its partnerships in women’s sport recognise the impact the coronavirus pandemic has had on female participation, which it says has exacerbated the physical activity gap between men and women.
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“We're incredibly excited to be announcing these two new and different partnerships today, which once again highlights our commitment to supporting more women to get active and involved in sport,” said Nick Read, Managing Director, Vitality.
“With the pandemic significantly impacting activity levels in women, we will work directly with both This Mum Runs and Women in Sport to understand and break down the challenges women face when trying to get active, which is all in line with our core purpose to make people healthier and enhance and protect their lives.”
Throughout its partnership with Women in Sport, Vitality says it will work with the charity to break down barriers and drive participation in sport and physical activity.
While its activity with This Mum Runs will aim to create community based initiatives to enable women to overcome their barriers to exercise. The partnership will enhance the experience within the TMR Run30 coaching app and encourage women to join their network of free weekly runs. Vitality will also sponsor the organisation’s network of volunteers - known as TMR Run Angels - who drive participation within their local communities
Stephanie Hilborne, CEO Women in Sport added: “Women in Sport recognises the unique role Vitality plays in giving women’s sport the recognition it deserves. We are delighted to be partnering with Vitality so that together we can transform attitudes and behaviours until physical activity becomes a normal part of the life of every woman.
“There is much still to be done to close the gender play gap and shift the stubborn inequalities that hold women back in life and sport. This powerful partnership will play a key role in inspiring change so that more women are living healthier and happier lives.”
Mel Bound, Founder & CEO of This Mum Runs, said: “At the very heart of This Mum Runs is a desire to create a world where all women enjoy the life changing benefits of being active; to understand the barriers that many women face, and unlock them using the power of a supportive community that “gets you”, and a pressure free ethos. Having Vitality’s backing is a huge boost to the work we are doing, our values are so closely aligned we know our community will benefit significantly.”