PwC’s success depends on our ability to attract the best talent. As part of our ongoing objective to attract graduates and experienced talent, PwC specifically aimed to improve its employer-appeal amongst women. Our sponsorships were heavily male-focused. How could we claim commitment to gender balance when our sponsorships told a different story? With the PwC Camogie All-Stars sponsorship, we rewrote that story.
Camogie is a thrilling sport played by some of Ireland’s best female athletes. Yet, it consistently received less support from sponsors and media than the men’s game of hurling. PwC saw an opportunity to, not just sponsor, but to ‘level the playing field’.
The PwC Camogie All-Stars sponsorship was equal to our sponsorship of the men’s version: equal investment, prize money, media opportunities and gala awards ceremonies. For the first time in its history, the Camogie All-Star Awards was elevated to the same prestige as the men’s awards.
After just one year, results closely mirrored the results of our long-established men’s sponsorship. And PwC secured its preferred employer status amongst women – in 2022 our graduate intake was 50:50 gender balanced and the proportion of experienced-hire applications from women surged to 66%.
The Camogie sponsorship introduced vital gender balance to PwC’s sponsorship portfolio. It activated an exciting platform from which we could reach and engage women. And it sent a clear message to women and Irish society that PwC was committed to ‘levelling the playing field’ for women, whether on the pitch, in the workplace or in PwC.
