20x20 has been a hugely successful, KPMG supported, national movement to champion girls and women in sport and was the first initiative of its kind in Ireland. 20x20 was created by Along Came A Spider and presented by The Federation of Irish Sport with the active support of Ireland’s national sporting governing bodies.
The aim was to create a measurable cultural shift in society through a 20% increase in participation, media coverage and attendance in women’s sport by the end of 2020. According to Emer McGrath, our Lead Partner on this exciting project; “The ambition and talent of Irish women in sport deserves equal recognition and 20x20 has made a significant difference to this objective.” KPMG sponsored Leona Maguire acted as KPMG brand ambassador for 20x20 which is also supported by AIG, Investec, and LIDL.
Irish Women’s Hockey Captain Katie Mullan on 20x20
Katie discusses the importance of the 20x20 initiative.
Irish Women’s Hockey Captain Katie Mullan
shares her sporting journey in conversation with KPMG Partner Ashleen Feeney
Linfield and Northern Ireland footballer Clare Timoney
emphasises the importance of female sporting role models.
The importance of keeping young girls interested in sport through media coverage
Danielle Hill, Irish swimming record holder, explains how important progress has been made.
Partner at KPMG Ashleen Feeney
discusses the how important support of the 20x20 initiative is to KPMG.
“Sport can bring so many benefits to people’s lives”
KPMG Partner Dominic Mudge shares the role sport has played in his life and the importance of encouraging female grassroots sport.
Elaine Buckley, Ryle Nugent, Mary O’Connor, Gavin Cumiskey and Cliona O’Leary look at some of the highlights of ‘The Long Road’.
International strategies and research reports, which aim to improve female participation, acknowledge that the shortage of female role models is a significant factor. 20x20 was originated and developed by the creative agency Along Came A Spider. It showcased the range and breadth of Irish females involved in sport and set out to create a measurable cultural shift in our perception of women’s sport so that it is seen as something strong, valuable and worth celebrating. The campaign called on the people of Ireland and all those involved in Irish sport and physical activity to get behind female sport in a concerted effort to increase media coverage, boost attendances and ultimately, grow involvement in female sport and physical activity by 20% by the end of 2020.
The 20x20 movement gathered serious momentum since its launch. Recent research from Nielsen Sports found that 59% of Irish people believe that the media should do more to promote female sport, with 57% wanting to see equality in female and male sporting role models in media. In addition, 63% of people would like to see Ireland’s sportswomen become national heroes in the same way as our sportsmen. The initiative won 'The Gamechanger’ award for 2019 at Irish Tatler’s Women of the Year Award and the Sporting Innovation of the Year Award at the 2019 Irish Sport Industry Awards. We’re proud to have been nominated with AIG, Investec, Lidl Three Ireland, Along Came A Spider and The Federation of Irish Sport for three European Sponsorship Association Awards: Best Purpose-Led Sponsorship; Best Newcomer; and Gamechanger Award.
I’m thrilled to be KPMG's 20x20 ambassador and I’m very proud to be involved in this hugely worthwhile initiative that will benefit girls and women in sport across Ireland at every level.
The Irish female sporting heroes acting as 20x20 Ambassadors are Irish professional golfers Leona Maguire (KPMG’s Ambassador for 20x20) and Stephanie Meadow (Investec’s Ambassador for 20x20), Louise Quinn (Irish International & Arsenal Footballer and Three’s Ambassador for 20x20), Sarah Rowe (Mayo Senior Ladies Footballer and Lidl’s Ambassador for 20x20), Laura Twomey (Dublin Senior Camogie Player and AIG’s Ambassador for 20x20).
Leona began her professional career as one of the most decorated amateur golfers in history. Leona represented Ireland at the 2016 Olympic Games, led the Great Britain & Ireland team to victory in the 2016 Curtis Cup, and won the 2017 Ladies British Open Amateur Championship. In her four years competing for Duke University, Leona was twice a winner of the ANNIKA Award as national collegiate player of the year and the WGCA National Player of the Year award (2015, 2017).
The second video produced by the 20x20 campaign features Investec Ambassador and professional golfer Stephanie Meadow. Videos featuring each of the ambassadors and documenting their unique relationship with sport and the positive impact it has had on their lives aired over the course of the two year campaign.
Research commissioned by 20x20 and conducted by Nielsen as part of the campaign found that just 3% of sport’s print coverage, just 4% of sport’s online coverage and just 2% of TV sport coverage in Ireland is dedicated to women’s sport. RTÉ Sport, Off the Ball, SportsJOE and Her.ie were early supporters of the campaign as Media Partners and significantly, each committed to increasing their own coverage of women in sport by 20% over the course of the initiative.
Clubs, schools, universities and individuals pledged one action to show their support by doing anything that could accelerate progress for women’s sport in Ireland and realise the key objectives. They shared pledge ideas by visiting the 20x20 Twitter, Facebook and Instagram pages. People also showed their support by simply putting the two 20x20 stripes on both cheeks and posting using #20x20, #ShowYourStripes and #CantSeeCantBe online.
“20x20 is an ambitious and hugely positive initiative that reinforces our commitment to supporting equal recognition of women in every sphere of their lives”
Seamus Hand, Managing Partner, KPMG in Ireland
“The ambition and talent of Irish women in sport deserves equal recognition and 20x20 has made a significant difference to this objective.”
Emer McGrath, Partner, KPMG in Ireland
The campaign has been made possible due to generous support from AIG, Investec, and Lidl. All of whom, like KPMG, are already significant and committed supporters of women’s sport through their sponsorships of Dublin GAA, Women’s Professional Golf, LGFA National Football League and the Ireland Senior Women’s National Football Team.