Whilst other sponsors are beginning to follow suit (Kia Motors made history with a stand-alone sponsorship of England women's cricket in 2014), the potential for growth and investment remains huge. The general public, both male and female, are increasingly seeing the value in women's sport. Now it's for the media, rights holders and sponsors to ensure they are doing the same.
We all remember Microsoft's brief sojourn in facial analytics earlier this year, the 'How Old' website which guessed the age of people on social media with varying degrees of success. But chronological age is not what matters here; instead it is the rate at which a person is biologically aging, which can be affected by their lifestyle and environment.
Company employee benefits packages are an effective but often underused tool for motivating staff. By offering the right support - for example, financial protection in the event of long-term sickness absence - employers can go a long way to ensuring a happy, productive workforce, not to mention making their firms a more attractive prospect to new staff.
At the British Council, we have provided international opportunities for people in the UK for over 75 years - through education, the English language and the arts - and we passionately believe that the ability to work effectively with people from different cultures is critical in the 21st century.