ABSTRACT
Issues in relation to promoting sport as a vehicle for health are examined in this chapter. Specifically, we consider complexities associated with assumptions that sport promotes health. We explore the ways in which sport can be strategically managed towards the achievement of health outcomes, specifically focusing on the health of women and girls. Additionally, future research opportunities around health and sport participation for women and girls are highlighted. From a practical perspective, a marketing campaign called This Girl Can is examined, with a focus on its implementation in English (Sport England) and Australian (VicHealth) contexts.
