People see swimming as lacking relevance to their lives, and lacking visibility in comparison to other
sports. These are barriers that the sport is working to overcome, according to Swim England CEO
With the plaudits rolling in for the quality of football at the FIFA Women's World Cup,
European governing body UEFA has announced increased funding for national associations
within Europe, through its UEFA Women's Football Development Programme (WFDP).
Sport England and British Cycling are partnering on a new "This Girl Can" campaign designed to
highlight British Cycling's recreational, women-only bike riding programme, which offers hundreds of
free bike rides across the UK. Using a series of targeted social media films and image adverts, the
six-week campaign will mirror previous bold and eye-catching This Girl Can campaigns, showing how
women, regardless of age, background, fitness or experience, can take up cycling and overcome
those barriers in a judgement-free environment.