Want to learn more about SAM? Below we explain who we are, what we do, why we do it and how we work.
What is SAM?
Stichting SAM is the organization behind the national SAM programme: a sport-wide initiative that acts as a catalyst for greater gender equality in sport.
SAM connects sports federations, major sporting events, athletes, researchers and partners to create a more balanced playing field for women and men.
We work across all sports and throughout the year to create structural change in sport. We do this through research, collaboration, role models and activations in and around major sporting events.
Our goal: a sports world in which equal opportunities, visibility and influence for women and men are the norm.
Why SAM is needed
Sport was historically designed by and for men. This still affects participation, visibility, pay, leadership and sports culture today.
Research shows that structural change is only possible when all levels of the sports ecosystem are involved and when initiatives are part of a long-term strategy.
SAM provides exactly that approach: sport-wide, year-round and in collaboration with the sector.
At present, the playing field is still not equal. Women and girls are less visible in sports media, earn less on average, drop out of sport more often and are underrepresented in coaching, training and leadership roles. As a result, they miss opportunities to develop, while the sports world loses valuable talent and perspectives.
A more equal sports world is important because:
- More girls and women stay in sport. When sport becomes more accessible, safer and more recognizable, more girls remain active. Sport demonstrably contributes to self-confidence, mental health and social networks.
- Role models inspire new generations. Visible female athletes show what is possible. This helps young athletes dream bigger and choose their own path — both in sport and beyond.
- Sport itself becomes stronger. Diversity in teams, coaching and leadership leads to better decisions, more innovation and a healthier sports culture.
- Society becomes fairer. Sport reflects society. When equality becomes the norm in sport, it also influences education, work and leadership.
That is why SAM was founded: a national programme that uses sport as a driver for greater equality.
Our ambition: a sports world in which women and men have equal opportunities, visibility and influence.
What does the playing field look like today?
- Only 10–15% of all sports media coverage in the Netherlands focuses on women; internationally this is even lower, at around 4–5%.
- Women's sport receives only about 10% of total sponsorship budgets.
- Within Olympic sports federations, only 24% of board members are women.
- The share of female coaches in elite sports programmes is around 15–20%.
- In sports such as football and cycling, women earn more than 80% less than men internationally; globally, female elite athletes earn around 30% less on average than their male counterparts.
In addition, the lack of visible role models plays a major role:
- One third of sports federation boards in the Netherlands consist entirely of men, and only 15% of coaches are women.
- Worldwide, women are significantly underrepresented in sports leadership: on average 20% of board members, 11% of presidents and 16% of CEOs are women.
- Research shows that 66% of girls are attracted to sport by female athletes - yet these role models remain structurally underrepresented and insufficiently visible.
We want to change this.
SAM aims to create a turning point: a national movement and a sustainable driving force for greater equality in sport — and therefore in society.
How SAM works
SAM works year-round to create structural change in sport.
We focus on four key themes:
- Inclusion & visibility. More women and girls in the spotlight – in media, events and as role models.
- Economic equality. Fairer investments, sponsorship and financial opportunities in women's sport.
- Participation & wellbeing. More girls and women who stay active in sport and grow in confidence.
- Leadership & representation. More women in leadership positions, coaching roles and decision-making.
Together, these themes form the foundation of a more balanced sports ecosystem.
SAM works in five concrete steps to create impact:
Step 1. Research as a foundation
Each collaboration starts with a sports federation to ensure a sustainable approach, using existing networks within both elite and grassroots sport.
The starting point is insight. Together with athletes, coaches, administrators and experts we identify:
- where inequality exists (for example in participation, leadership and visibility)
- what athletes need
- where opportunities for change lie
This forms the foundation for concrete interventions within each sport and generates insights that are relevant across sports.
SAM also gathers national and international insights on the theme of equality. These are shared through our Playbook (see step 5).
Step 2. Redesigning the playing field
Based on the insights from the first phase, we work together with federations and athletes to develop solutions that create a more balanced playing field.
This can include:
- more accessible sports offerings
- new role model programmes
- changes in culture and organisational structures
- more inclusive sports environments
The goal: structural improvement within sports themselves.
Solutions are tested in and around major sporting events (see step 4) to inspire a wide audience and are then translated into sustainable changes within federations, clubs and associations.
Step 3. Making role models visible
Role models play a crucial role in breaking stereotypes.
SAM works with a network of elite athletes, coaches and sports leaders who share powerful stories about leadership, elite sport and visibility. They also become part of the narrative around redesigning sport.
SAM activates these role models wherever possible — both online and in person.
Step 4. Major sporting events as a catalyst
SAM uses major sporting events as a platform for social impact.
Events such as the Solheim Cup bring together athletes, federations, sponsors, fans and media. This creates a unique opportunity to highlight the theme of equality and launch new initiatives.
Activities at sporting events include:
- data collection and research
- knowledge sharing
- inspiration sessions
- a design lab where new ideas for a more inclusive sports environment can be tested (for example new formats or offerings).
Step 5. Embedding and sharing knowledge
SAM documents all research, insights and examples in a digital Playbook.
In addition, we regularly share knowledge through presentations, keynote talks and collaborations across the sports sector. SAM also actively works to place gender equality in sport on the agenda within politics, media and policy-making, ensuring that insights from practice contribute to structural change across the sports sector.
Who SAM works with
SAM collaborates with sports organisations, events and societal partners that believe in a more equal playing field.
These include the Dutch Ministry of Health, Welfare and Sport (VWS), NOC*NSF, sports federations, major sporting events and elite athletes.
We also actively participate in research and innovation consortia such as Project BlueShift and Springboard.
Through these connections, a national movement for change is gradually taking shape.
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.
View the full Theory of Change as PDF
