The Business of Sport – Sally Freedman – Author – Fairplay Publishing

The Business of Sports podcast allows for in-depth interviews where guests share their expertise and career journey to date. The episodes are full of great content, topics, and case studies. The Business of Sport gives an opportunity for the next generation of sport business professionals to learn about the variety of careers and opportunities with personal journeys. For those already in the industry, it gives a fresh take on some key subject matters and personal stories of challenge and success.

This episode features Sally Freedman – Author – Fairplay Publishing

This episode covers:

  • Sally’s debut book Get Your Tits Out for the Lads
  • The Football Writers Festival
  • The importance of governing bodies taking accountability


Sally on her book:

Sadly throughout my time working in football in Australia, New Zealand, and Europe, there were many stories related to sexism, misogyny and gender inequality. I joked on a podcast one day that I probably had enough stories to write a book. I didn’t know, but at that time, the publisher of the book was listening and got in touch with me and said; “Sally, if you are going to write a book, please let me publish it.”

The idea was to launch it before the FIFA Womens World Cup 2023, so I had a year to try and put some thoughts and diary entries down and I made the deadline and even now, when I say I have a published book, I still don’t quite believe it.

 Sally on media coverage:

We are playing catch-up. With the rise of Women’s sport, not only football, we are finally seeing change. But in my opinion, it’s too little, too late. Why did it take England winning a trophy for people to stand up and start reporting on women’s Football? That’s what I struggle with.

When the culture is rotten from the top, it’s very, very hard to change.

In the UK, female commentators and reporters are part of the furniture now, but that isn’t replicated across the world.

 Sally on change:

Governing bodies can do more in terms of accountability and punishment for when sexism is called out. But I make it clear in my book, I don’t blame men. We are living in a gendered, stereotyped world where we all have bias and that is hard for anyone to change.