SAM is a movement. Behind that movement is a mission-driven team on a journey — searching for opportunities to create more equality, both on and off the field.

Who we are

SAM is a movement.

And behind that movement is a mission-driven team. A team on a journey — searching for opportunities to create more equality, both on and off the field. SAM is here for sports federations, event organizers, leaders, athletes, fans — and anyone who believes in equal opportunities in and around sport. SAM is not an acronym. SAM is SAM. Because true equality starts with an equal foundation.

What we do

We bring people and organizations together.

SAM connects, inspires, and activates. We spark conversations, put equality on the agenda, and turn ideas into visible action. We do this through: High-impact interventions at major sporting events, Research and impact measurement in collaboration with sports federations, Role models who inspire and drive change, A digital community where stories are shared and insights are collected. SAM works year-round to create more balance, visibility, and inclusion — always tailored and in co-creation with our partners.

Why we do this

Because sport is only truly strong when everyone can join.

Equality in sport is still far from the norm. Girls drop out more often, women earn less, and they are heavily underrepresented at the decision-making table. That's a missed opportunity. Because an equal sports world means:

  • Healthier youth
  • Better performance
  • Stronger decision-making
  • And a society where everyone gets the chance to thrive

SAM believes in the power of sport — and even more in the power of people working together for a better, fairer future.

How we work

At SAM, we believe sport can be the driving force for greater equality. This is how we work, in short:

  • Starting together – with federations, clubs and partners who share our ambition.
  • Listening & learning – we gather facts, stories and needs.
  • Changing & redesigning – in design labs and pilots we explore new ways to create a fairer playing field.
  • Inspiring with role models – from elite athletes to the local sports club around the corner.
  • Visible all year round – through events, our digital clubhouse, partnerships and the SAM community we keep the movement alive.
  • Influencing politics & media – with research, stories and role models we raise awareness and influence decision-making, ensuring equality stays on the agenda.

Step by step, we’re building a sports world where equality is the norm.

Why change is needed

Sport is about more than winning or breaking records. It has the power to spark social change. Sport connects, inspires, and can help build a fairer, stronger society. But only if sport itself is equal and inclusive. And right now, that’s where it falls short.

Despite great examples, there’s still no structural shift toward equality. For women and girls in particular, visibility, recognition, pay and opportunities are far from guaranteed at every level of sport:

  • Only 10–15% of all sports media coverage in the Netherlands is about women; internationally it’s as low as 4–5%.
  • Women’s sport receives just 10% of total sponsorship.
  • At Olympic sport federations, only 24% of board members are women.
  • Female coaches in elite sport programs make up just 15–20%.
  • In sports like football and cycling, women earn over 80% less than men internationally; worldwide, female athletes earn on average 30% less than their male colleagues.

The lack of role models makes the gap even wider:

  • One in three sports federations in the Netherlands has all-male boards, and only 15% of coaches are women.
  • Globally, women hold just 20% of leadership positions, 11% of presidencies, and 16% of CEO roles in sport.
  • Research shows 66% of girls are inspired by female athletes – but these role models are barely visible.

That’s why we are launching SAM: a national movement and a sustainable engine for more equality in sport – and, through sport, in society.

Our Theory of Change

At SAM, we believe in the power of ambition.

But real change takes more than a dream. It requires direction, structure and action. That's why we work with a clear model: our Theory of Change.

This model helps us make the path from vision to impact visible, measurable and concrete. We start with the dream of an equal — and ultimately gender-neutral — world of sport. A world where everyone has the opportunity to participate, grow, and lead.

Next, we define the changes needed to get there: in behaviour, policy, culture and structure. And together with our partners, we identify the actions, interventions and encounters that will help drive those changes.

SAM's Theory of Change turns ideals into action. So we not only know where we want to go — but also how we'll get there, together.

SAM Theory of Change
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SAM is here for everyone who believes in equality on and around the sports field.

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About SAM - Our Mission for Sports Equality