When Tennis Canada unveiled its Game.Set.Equity. initiative last year, the organization pledged to bring about concrete, sustainable change for the girls and women playing the sport by 2027. Today, with Gender Equality Week upon us, its message is as relevant as ever.

When we think about equity in sports, the first area needing improvement that springs to mind is the gender pay gap, with women athletes typically earning significantly less than their male counterparts across North America (as exemplified by basketball rising star Caitlin Clark’s WNBA draft pick this past spring). In an effort to promote progress on this issue, the Game.Set.Equity. initiative includes plans to advance commercial investment and partnerships that directly benefit women in tennis. For example, Tennis Canada aims to equalize the prize money offered to men and women winners at key events and increase the overall attendance of the women’s circuit. 

Game.Set.Equity.: A Long-Term Commitment

But pay equity is just one of the five pillars of the initiative. The Game.Set.Equity. five-year plan also involves encouraging women and girls’ participation in tennis through investments in opportunities that are proven to attract and retain them, creating and promoting a safe and inclusive environment, promoting women’s leadership through the achievement of gender parity in leadership roles both across the organization and in the business of tennis (think coaches, officials, tournament directors and others) and achieving gender parity of voice in content produced by Tennis Canada as well as on-air broadcasts. 

This all means that by 2027, Tennis Canada aims to not only ensure that the women’s edition of the National Bank Open receives broadcast coverage on our screens that is equal to the men’s and that the winners of both editions receive the same prize money but also that the whole organization is a healthy environment for women to prosper in at all echelons. It all starts with making sure that girls are encouraged and supported as they enter the field. As a result, Tennis Canada pledges that by 2027, 50 percent of its Under-12 program participants will be girls. 

A Partnership for Parity

In order to reach these important goals, Tennis Canada has teamed up with a partner that shares the same values: National Bank of Canada, which is Platinum Parity-certified for its corporate strategies and actions regarding parity. “Our partnership with Tennis Canada is long-term and allows us to implement actions that have a positive impact toward a more inclusive society,” says Lucie Blanchet, executive vice-president, personal banking and client experience at National Bank of Canada. “To allow more women and girls to enjoy the benefits of the sport. To grow in their tennis journey. And to get the exposure and recognition they deserve. It’s such a great privilege to be one of the ambassadors, to be involved in this evolution, and to actively contribute to the commitment towards gender equity in tennis.”

How to Make a Difference

Whether you’re a regular on the tennis court or your last time holding a racket was way back in your high-school days, you can be a part of the movement. During Gender Equality Week, a federal awareness initiative held from September 22 to 28, Tennis Canada encourages everyone to show their support by wearing purple, the colour of the campaign. This regal hue, which has a long history of being associated with equity, also happens to be the official colour of International Women’s Day. 

To make an even stronger statement, you can purchase the cause’s official purple crewneck. Proceeds will benefit Tennis Canada’s initiatives for women and girls. 

Price: $70

SHOP

Equity is a year-round effort. Let’s keep the conversation going beyond Gender Equality Week. Join it now at #GameSetEquity.