HerStory: Shaping The Future Of Women's Sport And Premium Experiences

By Nick Gratwick - Business and Product Development Director at Keith Prowse

As a parent, I see the world through my daughter’s eyes. She’s ten years old and absolutely sports-mad. Every spare moment is spent on the netball court, tennis court, in the pool, or running. When she watches sport, I want her to see role models she can aspire to. Women at the top of their game. Experts in their field. Leaders in their sport. And thankfully, that’s becoming increasingly common. The growth of women’s sport over the last decade has been nothing short of phenomenal, and it’s showing no signs of slowing down.

From the Lionesses’ incredible UEFA Women’s Championship win to the rise of female tennis stars on the global stage, women’s sport is making waves. Attendance figures are soaring, media coverage is improving, and participation levels are reaching new heights. But one area that still lags behind? Sports hospitality. That’s where HerStory, a new premium experience from Keith Prowse, is set to change the game.

Launching at the HSBC Championships at Queen’s Club - WTA500 in June 2025, HerStory is more than just a hospitality package - it’s an experience designed to empower and inspire. Female-led and operated, this initiative will bring together sport and business ambassadors for interactive insights sessions, combined with an elevated hospitality offering tailored specifically to what women want from a premium sporting experience.

We're excited to announce Kirsty Gallacher as our Official 'HerStory at Tennis' Host, taking place on 12 and 13 June 2025! With a broadcasting career that spans over two decades, from fronting Sky Sports News and The Masters to appearing on Strictly Come Dancing, Kirsty will bring her authenticity, warmth and inspiring energy to the HerStory experience. Kirsty will lead rich, engaging conversations with trailblazing women, celebrating their journeys whilst inspiring meaningful connections between our guests.

Through my own research, I’ve found that women seek more than just a copy and paste from traditional men’s sport hospitality. They want experiences that are fresh, engaging, and meaningful. HerStory delivers on that by curating an offering that includes:

Healthy, seasonal dining – Light, fresh, and sustainable options that complement an active lifestyle.
Premium yet mindful drinks – Low/no alcohol options served in beautiful glassware, ensuring a sense of occasion without overindulgence.
Education and insight – A safe space to ask questions, learn from industry experts, and deepen their understanding of the sport.
A sense of belonging – A carefully curated environment where men and women feel equally welcome, fostering a community of like-minded sports fans.
Fun and indulgence – A day to relax, be spoilt, and enjoy world-class sport in a premium setting.
A force for good – 100% of the profit from HerStory at the HSBC Championships will go to the LTA Foundation to build the future of British tennis and get more people playing the game.

This isn’t just about watching sport; it’s about creating memories, broadening perspectives, and championing the future of women in sport. And the best part? This is just the beginning. HerStory will roll out across Keith Prowse’s portfolio of sports events into 2026 and beyond, growing alongside the increasing prominence of women’s sport.

For my daughter and the next generation of female athletes, I want to see this momentum continue. I want sports venues filled with fans who are there to witness women’s sport at its best. And I want premium experiences that reflect the modern, dynamic audience it attracts.

HerStory isn’t just about celebrating where we are now, it’s about paving the way for the future. And I, for one, can’t wait to see where it leads. Read the full press release here.