Team Canada Launches “It’s Time” Campaign to Advocate for Women in Sports During First Puig Women’s America’s Cup
by Concord Pacific Racing 26 Sep 07:55 PDT
Team Canada’s Women’s Team © Clement Gerbaud / QAPTUR / Concord Pacific Racing
Team Canada’s Women’s Team, captained by Isabella Bertold, has initiated the “It’s Time” campaign—a compelling call to advocate for women in sports and rally support as they compete in the inaugural Puig Women’s America’s Cup in Barcelona next week.
This landmark occasion signifies the first instance of women competing in the America’s Cup, the longest-standing international sports trophy dating back to 1851.
The “It’s Time” campaign, which is now available on YouTube and Instagram, represents a bold effort aimed at motivating future generations of female athletes and challenging the prevailing norms in a sport historically dominated by men. The campaign emphasizes the fervor and commitment of Team Canada’s women’s team, sailing under the banner of Concord Pacific Racing, as they ascend to the elite level of sailing.
“It’s high time women were featured on this platform,” expressed Isabella Bertold, Principal of Concord Pacific Racing. “This campaign transcends racing. It’s about illuminating the remarkable female athletes within our team and providing young girls with role models. If you can see it, you can achieve it, and we aim to demonstrate to aspiring female athletes that they can also compete at the highest echelons.”
The campaign leverages insights from Canadian Women & Sport, whose 2023 report reveals that 2 out of 3 Canadians are proponents of women’s sports, with substantial demand for enhanced representation and visibility. The report highlights that younger demographics—especially Gen Z and millennials—are propelling this demand, with 85% of fans engaging through viewing women’s sports on television or online. The “It’s Time” campaign intends to fulfill this demand, appealing to fans, corporate partners, and communities to support women’s sailing as it takes center stage.
Corporate sponsors like Concord Green Energy, RBC, TELUS, and Dilawri are crucial in promoting the “It’s Time” campaign, utilizing their extensive customer networks to enhance awareness. Their involvement highlights the growing enthusiasm for women’s sports in Canada, particularly among younger generations passionate about gender equality and diversity in athletics.
“We extend our heartfelt congratulations to Emirates Team New Zealand and their CEO Grant Dalton for their stewardship in bringing about this historic occasion. It’s well past due,” remarked Terry Hui, President and CEO of Concord Pacific Developments. “This moment not only involves competition but also aims to dismantle barriers and create career opportunities that have, until now, been predominantly available to men. The pathways for women in sailing, and in sports broadly, are widening, and this is merely the beginning. We take pride in supporting Concord Pacific Racing and highlighting the extraordinary talent of these female athletes.”
Fans across Canada can watch the Puig Women’s America’s Cup live on TELUS Optik TV, TSN, the official America’s Cup website, and YouTube.
The “It’s Time” campaign encourages fans to share their stories and support for women in sports using the hashtag #ItsTime. By participating in the conversation, fans can help amplify the message of gender equity and underline the significance of visibility for women in sports.
Further information can be found at www.concordpacificracing.com
