Explore Edmonton to empower female sports leaders as NEW ERA partner

SportsPro and Explore Edmonton are delighted to announce a multi-faceted agreement that will see the Canadian city’s destination marketing arm become an executive partner of the NEW ERA sports industry gender equality programme.

Under the terms of the partnership, Explore Edmonton will play a central role in enhancing NEW ERA by supporting the initiative’s programme and community, as well as collaborating on additional activations such as bespoke editorial projects and a forthcoming NEW ERA Connect virtual networking session.

Now in its second year, SportsPro’s NEW ERA programme is a year-round initiative designed to recognise, support and advocate for a new era of gender equality and representation within the international sports industry.

The programme is powered by a diverse Steering Group of inspirational and accomplished women with unrivalled experience. New additions to the Steering Group for 2023/24 include Aarti Dabas, Chief Media Officer, Formula E; Kim McConnie, Marketing Director, Kayo Sports; Ellie Norman, Chief Communications Officer, Manchester United; Abi Ijasanmi, Chief Operation Officer, Confederation of African Football; and Kate Miller, Chief Communications & Diversity Officer, ECB.

With an expanded intake of 14 programme participants, the Class of 2023 is set to be announced on Wednesday 25th October. A new Community Hub will also be launched soon, providing an online platform for community members to connect and network with one another, as well as keep up to date with NEW ERA offers and events.

“Explore Edmonton is delighted to forge a powerful partnership with NEW ERA, as we wholeheartedly endorse the critical cause of advancing gender equality and representation within the sports industry,” said Janelle Janis, Executive Director of Events and Business Development at Explore Edmonton.

“While significant strides have been made, we recognise that there remains an ongoing need for progress. Operating within a team made up predominantly of women, the Sport & Culture team at Explore Edmonton acknowledges our unique position and the responsibility it carries.

“We are committed to leveraging our influence to expand the opportunities available and cultivate an environment that shapes the future of the sports industry, empowering the incredible women who will chart its course.”

Jon Abraham, Chief Operating Officer, SportsPro, added: “I’m absolutely delighted to welcome Explore Edmonton as the newest partner of SportsPro’s NEW ERA initiative. We see great alignment between our programme and their strategic direction towards equitable sports events and gender equality, not to mention their significantly female senior leadership team.

“Ever since we began working together years ago, Explore Edmonton’s commitment to purpose-led projects has been obvious and their support for SportsPro’s NEW ERA objectives is a natural fit. I look forward to Explore Edmonton directly helping our class of 2023, steering group and the growing NEW ERA community throughout the coming year.”