Gender Strategies in Sports and eSports: the potential of diversity programs for the Sustainability and the Growth of the sports industry

A growing number of public institutions and private companies are adopting gender policies that include Diversity & Inclusion programs and strategic gender equality plans, but unfortunately, the sporting world is still a step behind in this process. The study explores the current status of women in sports and eSports organizations, trying to emphasize the potential of diversity for growth, fairness and equality. Crossing over time the empowerment of women in physical activities, the research focuses firstly on traditional sports played by female athletes and then looks at the role of women within the new business called eSports. Using the latest data available from Italian, European and International statistics, this thesis also attempts to fill the existing gap in terms of information on gender equality in sports and offers reflections, suggestions and concrete examples of equal opportunities projects. In addition, it also highlights the risks and discrimination that female athletes experience daily (both in real and virtual life) and the negative effects that they can have on their mental health. By analyzing the experiences of the experts working for diversity programs as well as promoting a new Charter of Diversity in sports/eSports, the work tries to demonstrate that it is necessary to implement gender strategies in sports and eSports to guarantee fundamental human rights and achieve true progress.