Florence Rolland, a leading international negotiation consultant and Managing Director of Negotiate Ltd, has turned her focus to one of the most high-profile arenas of inequality—the sports industry. With over 25 years of experience in negotiation, Rolland has dedicated her career to ensuring that women, particularly in sports, can achieve salary parity with their male counterparts. Over the past 18 months, she has trained nearly 1,000 women in the art of negotiation, equipping them with the skills and strategies needed to close the gender pay gap.

The urgency of addressing pay disparity in sports is underscored by the global spotlight on gender inequality in this field. While there have been some victories—such as the Danish Football team’s decision to refuse a salary increase unless equal pay was guaranteed for both men’s and women’s teams—the broader picture remains grim. Recent data suggests that the UK could take nearly 29 years to close the gender pay gap at its current pace. This projection, based on statistics from the Office for National Statistics and highlighted by PwC, underscores the pressing need for focused and sustained efforts in industries like sports, where the disparity is particularly pronounced.

Rolland emphasises the critical role of confidence in salary negotiations, a factor that is often lacking among female athletes. “Women make great negotiators, but all too often they neglect to negotiate for themselves,” she explains. Her research reveals a concerning trend: 90% of women do not attempt to negotiate their starting salaries, and those who do often request significantly less than their male counterparts. “The gender pay gap is alive and well—especially in sports,” Rolland points out.

In sports, the gender pay gap is not just a matter of unequal pay; it’s a reflection of broader systemic issues, including unequal access to sponsorship, media coverage, and professional opportunities. Rolland notes, “We have come a long way when it comes to equal opportunities, but the sports industry, in particular, is still riddled with stereotypes that undermine women’s confidence and opportunities from a young age.”

Following the recent UK general election, the conversation around gender pay equality in sports has gained new momentum. While political leaders have made renewed promises to address this issue, Rolland argues that real change will require more than just government intervention. “The pace of change in sports is too slow, and closing the gap will require coordinated efforts from sports federations, sponsors, media, and athletes themselves,” she insists. “Female athletes must be empowered and encouraged to negotiate for their worth, both on and off the field.”

To help women in sports become better negotiators, Rolland offers her top five strategies:

1. Preparation is Vital: Athletes should thoroughly prepare for negotiations, understanding their market value and the broader industry context.
2. Understand Negotiation as an Exchange: Recognising that negotiation is about trading and finding mutual benefit is key, especially in sports contracts and sponsorship deals.
3. Prioritise Effective Communication: Listening to the other side, be it a coach, manager, or sponsor, is crucial in crafting a proposal that works for both parties.
4. Use Conditional Statements: Employing phrases like “If the sponsor agrees to this, then I will commit to xyz” can clarify expectations and create leverage.
5. Flexibility is Key: The best negotiations often involve flexibility, but athletes must know their limits and when to walk away from a deal that doesn’t meet their minimum requirements.

Rolland’s expertise extends across a variety of sports, from grassroots organisations to elite professional teams, and includes both public and private sectors across the UK and Europe. Her clients include high-profile names in football, athletics, and other major sports, as well as the organisations and sponsors that support them.

As the UK’s sports industry continues to evolve under new political leadership, the discussion around gender pay equality must remain at the forefront. Florence Rolland’s insights and strategies provide a clear roadmap for female athletes and sports professionals seeking to achieve salary parity. Her work serves as a powerful reminder that while the journey toward closing the gender pay gap in sports may be challenging, it is achievable. With the right tools, preparation, and confidence, women in sports can secure the compensation and recognition they deserve, helping to level the playing field for future generations.