Addressing biases to help level the playing field for women in sport

For as long as she can remember, Benedetta has been a die-hard AC Milan fan. Born in Genoa, but the daughter of passionate AC Milan fans, she has been immersed in the sport her entire life. Growing up, whenever AC Milan played matches in Genoa, she was in the stadium cheering them on and she bought her first season ticket at age 18, when she moved to Milan for university.

Dedicated to raising the profile of women in sports

During her studies at Bocconi University, Benedetta’s passion for sport as a career intensified, along with an awareness of how the women’s sports industry wasn’t being given the attention or respect it deserved.

She wrote her Masters’ thesis on “How to build sponsorship in women’s football” and completed a marketing internship at her hometown football club. In her spare time, she helped build and lead the Bocconi Students for Sport Management from a handful of people to over 50. As president of the student association, she aimed to deepen the link between sport and business, by organising conferences and workshops, developing consultancy projects and organising sports events on campus. She was also co-director of the sports format for the university’s TV station, interviewing athletes, journalists and fans. Time and again, she realized that the narrative around women’s sports was one of “girl power” rather than the female athlete’s strength or abilities.

I really consider it my personal mission to improve the conditions for women in sport (and specifically football) at all levels: on the pitch, in sports fandom, in society and in business.

Benedetta joined TEAM in August 2021 as part of the Graduate Talent Programme, completing rotations in the Digital department and the Marketing Sales department. At the beginning of 2023, she was hired full-time as part of the Marketing Sales team, and plays a key role in sponsorship and licensing sales for the UEFA club competitions. She also is a core member of TEAM’s Diversity, Equity and Inclusion working group.

Unconscious bias across the industry

A typical scene: At a meeting with external male colleagues, informal chitchat before the meeting includes the men turning to each other to discuss favourite football clubs or the latest fixtures. They exclude her from the conversation, assuming incorrectly, that Benedetta is not a football fan or that she would have little to contribute. In reality, she is likely an even bigger football fan than many of her male colleagues.

These scenes play out more often than you’d think. Another time, when visiting the AC Milan football museum with her boyfriend (who is a fan of rival team, Inter Milan, and was the least excited of the two to be there), the tour guide made a joke “don’t worry, I’ll be quick so the women don’t get bored.” Such assumptions may seem trivial, but they add up and perpetuate the myth that women can’t be true football fans or don’t understand the industry.

Embracing equity at TEAM

Thankfully, in situations such as the external meeting above, most male colleagues are quick to jump in and point out what a huge football fan Benedetta is. It’s important for men, as allies, to notice these biases and correct them. Invite your female colleagues to be part of the sports conversation, rather than assuming they aren’t interested. And also don’t assume that all men are passionate football fans either. Your actions matter and help create an environment where all genders can be included.

At TEAM, our focus for equity is on “levelling the playing field”. This means ensuring not only that men and women receive equal pay for equal roles, but that we acknowledge and accommodate the different challenges, privileges and biases that we all have. It means not limiting roles to gender or sports knowledge and it means focusing on the individual to ensure everyone has a fulfilling career. It also means joining forces with key partners who are changing the industry — Women in Football and Leaders in Sport.

It’s also vital to have women like Benedetta on our team, who are ready to use their voice to champion equity. At 25, her confidence to challenge the status quo is inspiring for all women, especially in the sports industry, and helps cultivate a TEAM community that allows all staff to thrive.

Are you interested in experiencing TEAM’s unique culture first-hand? Check out our Careers page to learn more about Life at TEAM and our open roles.