If you cannot see it, you can’t be it. It is more than just a catchy strapline. New research from Metro Bank reveals that 68% of women and girls would try new sports if they saw themselves represented in sports industry images. Representation really matters.

The research underlines the power of mass market creativity to make a real world difference. According to the research, 41% of women and girls say a lack of high-quality imagery presents a barrier to getting involved in sport. While a fifth (20%) of respondents said they had seen no photographs of women and girls playing cricket in the media over the past 12 months. 

Rather than simply pointing out the problem exists, Metro Bank’s new campaign in partnership with the England and Wales Cricket Board (ECB) aims to be part of the solution.  

The ‘Seeing is Believing’ campaign aims to close the image visibility gap in women’s and girls’ cricket. The campaign has created a new photography bank of high-quality images of women’s and girls’ cricket, working with Getty Images, with an aim to grow the image library over time. 

The new images will be accessible to local cricket clubs free of charge via the ECB Resource Hub, with professional standard imagery available to use across their websites and social channels. The imagery is designed to be used to assist with the formation of new teams and recruitment of players.  

Closing the visibility gap

The research asked the next generation of potential future women’s and girls’ cricket players what would encourage them to play cricket. The top responses for school girls (7-16 year olds) were: seeing women and girls playing at professional level (42% would be encouraged to play), knowing there are girls’ or women’s teams they can join (41%) and seeing more people like them playing cricket (41%).

An increase in the visibility of role models such as women players was also a top factor that would boost the number of young girls taking up the sport (39%). A gap which brand sponsorship wields a huge power to help close. 

Assessing the key barriers women and girls face when taking up a new sport, including cricket, the research underlined that the default visual depiction of sports remains male. When ‘Reference Man’ is the visual shorthand for any given sport, the underlying message to girls is clear: this game is not for you.

Stereotypes matter because they stop people from achieving their full potential. The research showed that over 90% of primary school girls (aged 7-11) say visual representation would inspire them to try sport. A statistic which the campaign team believes highlights the importance of quality imagery from an early age, to inspire the next generation. 

The campaign underlines the opportunity to increase the number of women and girls playing cricket if this image gap were closed. One in three (33%) women and girls in the UK would be more likely to take up cricket if they saw more visual representation through photographs and in the media. While 63% of school girls (7-16 year olds) said the same, further highlighting the importance of media consumption habits in driving participation levels forward. 

The campaign is being supported by England women’s superstars Lauren Bell, Maia Bouchier, Freya Kemp and Sophia Dunkley. The players have taken part in a photoshoot for the campaign. In addition, shots of coaches and girls teams at recreational clubs across England and Wales have been taken, which will also feature in the catalogue. 

Lauren Bell, England Bowler, explained: “Seeing is believing, and the more that women and girls can see others like them thriving in cricket, the more we are going to encourage the next generation to give it a go. When I was growing up, we didn’t see many women and girls playing the sport, so I think it is really important that clubs across the country have access to these images to help them spread the word about opportunities to play locally.” 

The first mover brand advantage

The campaign underlines the marketing firepower of brands claiming first mover advantage in women’s sports. Metro Bank is the ECB’s first-ever Champion of Women’s and Girls’ Cricket, and lead partner for the One Day women’s and men’s game. 

The campaign is rooted in grassroots action. The Metro Bank Girls in Cricket Fund, launched in May 2024, is co-created and co-funded with the ECB. It aims to triple the number of girls’ cricket teams by breaking down barriers and creating supportive and inclusive spaces to attract and keep more girls in the sport.  

Danielle Lee, Director of Brand and Marketing at Metro Bank, explained: “Representation matters. Our research shows that there is a gap in visibility of images of women’s and girls’ cricket, with an opportunity to address that and inspire the next generation who want to take up the sport. With the support of the ECB, we’ve worked with Getty Images to increase the variety and number of images of new grassroots photographs, focusing on the power of teamwork and relationships in the sport. Through Seeing is Believing and The Metro Bank Girls In Cricket Fund, we hope this will inspire more women and girls to get involved in cricket.” 

Metro Bank and the ECB are also making the images available via Getty Images. They will be available to all media companies and brands to license globally within Getty Images’ #ShowUs Collection.

The #ShowUs collection is designed to drive visual storytelling around women, girls and female-identifying individuals globally. The new imagery will sit as part of the collection and is designed to drive efforts to move forward visual storytelling around women and girls in cricket through marketing and advertising. 

Jacqueline Bourke, Senior Director of Creative EMEA at Getty Images, explained: “Challenging stereotypes around women and girls in sport is a key driving force behind our work at Getty Images, and we were proud to collaborate with Metro Bank and the ECB, using our creative insights as a foundation to produce the campaign.”

She continued: “Our VisualGPS research continues to show that people want to see women’s sport portrayed through an inclusive lens from grassroots to elite level. By making the images widely available in our #ShowUs collection, we are encouraging not just the cricket community but also media companies and brands to promote a more authentic representation of women and girls in sport through visuals.” 

Industry experts agree that now is the time to rip up the rulebook when it comes to marketing women’s sports, and with a summer of sporting firsts, all eyes are on the brands successfully getting off the sidelines.