RAISE-ing the Game: A Conversation with Sally Corander
From figure skater to industry leader, discover how Sally Corander's passion for sport has led to groundbreaking initiatives empowering communities and women globally.
By Glorious
In an increasingly interconnected world, the role of sport in shaping communities and empowering individuals cannot be overstated. One of the leading voices behind this movement is Sally Corander, founder of INTERACT, an organisation dedicated to promoting healthy and active communities in both the UK and the UAE. In addition to her work with INTERACT, Sally is launching RAISE, a global women’s sports conference set to debut in London later this month. Having spent 13 years in the UAE, Sally now calls the UK home but remains on the go, frequently travelling for work. She navigates this bustling professional life alongside her husband, who is also her business partner. Together, they balance their careers with raising their two young children, aged 9 and 5.
With a lifelong passion for sport, Sally has transitioned from a keen participant to a significant figure in the sports business landscape. Her journey perfectly illustrates how sport, coupled with business savvy and a drive to make a difference, can be transformative. It’s not just Sally’s story—according to EY/espnW, 94% of C-suite women have played sports. This statistic highlights a broader trend: women who play sports often bring a unique set of skills to the boardroom. They tend to excel in competition, demonstrate remarkable determination, and possess a strong work ethic. Sally’s own experiences resonate with this insight, showing how the discipline and resilience developed through sports have played a crucial role in her success.
Growing up, Sally was always drawn to sport. “I love sport—both watching and participating,” she recalls with enthusiasm. Her journey began with gymnastics, which laid the groundwork for her athletic pursuits. However, it was figure skating—a sport she discovered at the age of ten—that truly captured her heart. “I started figure skating at the local ice rink after my Nan bought lessons for my birthday. I skated for many, many years and in many ice rinks!” she shares. The joy of skating has transcended generations in her family, with her daughter now skating every week, which brings Sally immense happiness. Although her own skating days are mostly behind her, she still occasionally “dusts off my old skates too,” cherishing the chance to reconnect with a sport that has been such a significant part of her life. Sally’s athletic pursuits were not limited to the ice rink; she also played netball for years and, even after moving to the UAE, found a community team to join for over a decade. These experiences in sport, she believes, were instrumental in shaping her confidence and outlook on life. Yet, she challenges the term ‘sporty.’ “I am not a fan of the phrase ‘sporty’ because it can be exclusionary. I believe everyone has the potential to be ‘sporty’; they just might not realise it because they haven’t found the right sport for them yet!”
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Sally’s foray into rowing came later in life when she joined the board of Love Rowing, British Rowing’s charitable foundation, in 2021. Despite her limited experience with the sport itself, she was drawn to the foundation’s mission to make rowing more accessible to underrepresented communities. “Rowing has a stereotype and traditionally hasn’t been accessible to all. Love Rowing is helping to change this by raising funds to bring underrepresented communities into the sport through programmes for young people, people with disabilities, and ethnically diverse communities.” Sally’s involvement in Love Rowing has not only broadened her understanding of the sport but also allowed her to contribute to meaningful projects that go beyond physical activity, teaching leadership, teamwork, and boosting mental health.
One such initiative that stands out for Sally is the Infinity Boat Club, a youth rowing programme in Teesside. “Infinity Boat Club is an incredibly exciting youth rowing programme in Teesside that was set up a year ago and is already disrupting youth rowing!” she exclaims. The programme, which is fully funded, has had a transformative impact on the lives of the young participants, offering them opportunities that extend beyond the sport itself. “It’s been a real pleasure to witness the growth of the club and I look forward to the future.”
Sally’s passion for sport extends beyond mere participation into the realm of business, where she has made significant strides. She founded INTERACT in 2014, an organisation that initially started as a sports business conference. “Back then, there were no conferences that focused on content relevant to the region, and business works differently in the Middle East. I saw a gap and, with the support of the Secretary General of Abu Dhabi Sports Council, we started a series of sport business conferences,” she explains. This initiative, known as the Sport Industry Forum, has become a cornerstone of the sports business industry in the Middle East, growing in size and influence over the years. However, INTERACT has evolved significantly since its inception. Today, it operates as a social impact and marketing agency, working with governments and brands to embed healthy activity programmes into communities. “In the UAE, we focus on creating healthy communities, getting the inactive active. In the UK, we focus on raising opportunities specifically for girls and women in sport,” Sally adds. This dual focus reflects her commitment to addressing diverse community needs and overcoming unique regional challenges. The organisation’s emphasis on female empowerment is also evident in its workforce, which is 80% female—a deliberate choice aligning with their mission to engage more girls and women in sports.
Sally’s latest venture, RAISE, a global women’s sports conference launching in London this September, is a natural extension of her work with INTERACT. RAISE is hosted by Google and sponsored by YouTube. The idea for RAISE emerged from her frustration with the often superficial discussions at women’s sports conferences. “Advancing women’s sports and empowering women in sport leadership is a cause close to my heart,” Sally explains. “Too often at conferences, women’s sport discussions lack tangible progress. I’ve been frustrated by how these discussions are often surface-level and fail to engage with the key issues.” RAISE was created to address this gap by bringing together high-level execs for meaningful discussions that lead to real change. “Nothing will move forward unless we bring the decision-makers to the table,” she says.
For Sally, women’s sports represent an untapped market with immense potential. “As more brands recognise the value of associating with female athletes and teams, investment will grow,” she predicts. Sally sees it as an exciting industry with a promising future, offering an opportunity to forge new and unique paths forward.
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However, Sally acknowledges that significant challenges remain. “One of the top challenges is pay equity,” she notes, recognising that it’s a long-term goal that will require sustained effort. She points out the vicious cycle of underexposure and undervaluation in women’s sports. “Women’s sports often receive less media coverage, leading to lower visibility, smaller audiences, and less brand investment,” she explains. This lack of investment further limits the reach and growth of women’s sports. Outdated perceptions that women’s sports are less exciting or marketable exacerbate the issue. “Despite evidence showing that women’s sports can attract substantial audiences and fan engagement when given equal exposure, outdated views still persist,” Sally points out.
Yet, Sally remains optimistic about the industry’s progress. “The industry is doing exceptionally well in creating strong role models and inspiring younger generations,” she observes. She adds that “the visibility of female athletes in major events like the FIFA Women’s World Cup and Paris 2024 has helped break down stereotypes.” She continues, “Investment is growing, which is a testament to the increasing recognition of women’s sports’ value and potential.”
RAISE has attracted a brilliant line-up of speakers and sponsors, evidence of its potential to effect real change. “We have Google’s President EMEA Matt Brittin kicking off the two days, moving to sessions with speakers including an interview with Charlotte Hogg, CEO Europe for Visa, Marina Storti, CEO of WTA Ventures, Nikki Doucet, CEO of Barclays WSL, to name a few!” she says with excitement. The conference promises to be a unique forum for in-depth, practical discussions led by high-profile, passionate leaders who can drive real change. It aims to move beyond mere talk, focusing on actionable outcomes. “Our goal is to create interactive and forward-thinking discussions to advance the industry. We want to learn from these discussions and act—linking people and networks, and starting new initiatives,” she adds.
Looking ahead, Sally has ambitious plans for RAISE. “We have had an overwhelmingly positive response since announcing in March. RAISE in September is just the start. We have planned a series of high-level meetings, conferences, networking dinners, and some fascinating content through the RAISE podcast,” she reveals. She is confident that the future of women’s sport is bright and is committed to playing a role in its growth. “Success for us is bringing together decision-makers, of all genders, to enable part of that growth.” Sally notes.
Sally’s vision for the future is expansive, rooted in a belief that sport is not just a game, but a powerful tool for social change. Her work with INTERACT and RAISE exemplifies this philosophy as she continues to champion the power of sport to bring about positive change—whether by getting inactive communities moving, creating opportunities for young athletes, or advancing the cause of women in sport. She understands that the impact of sport extends beyond physical benefits; it fosters community, builds confidence, and provides a platform for addressing broader societal issues. As she looks to the future, her vision is clear: to keep pushing boundaries, breaking down barriers, and making a lasting impact in the world of sport.
Glorious is proud to be partnering with the RAISE conference as a content collaborator. Throughout the two-day event at Google HQ, we’ll be sharing key insights and keeping you informed on everything we learn!
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