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Sportette is a women in sport think tank designed to challenge the way you think about women in sport.

Founded in 2014 to provide an avenue to tell the incredible stories that weren’t originally being told in traditional media, the business then grew to consult with major sporting organisations on how to improve their women’s games and with businesses on how they can better support women in sport.

The advocacy work from Sportette Founder Sam Squiers has seen her in demand for keynote speaking engagements and as an expert panelist at women’s leadership and sport seminars

In 2017, the inaugural Sportette Summit for Women in Sport & Business was held at the QT Hotel on the Gold Coast November. The Summit was designed to facilitate discussion and formulate strategies to ensure the continued progression of women both in the boardroom and sporting field. It featured speakers from Facebook, Uber, Nickelodeon, Priceline, Blackmores, Blood UTD, Cricket Australia, AFL, The Australian Sports Commission as well as elite athletes.

In 2020, Sportette has combined with LiSTNR to produce “On Her Game with Sam Squiers” podcast which tells the stories of our elite sportswomen in raw, open and honest conversations.

2020 also saw the release of the children’s book “Princesses Wear Sneakers” which aims to send powerful messages to children about girls and sport from a key learning age. Following the success of the book in Australia, in 2022 it was published in the UK as “Princesses Wear Trainers”.



Sam Squiers is an award-winning Sports Journalist, Presenter, Author and the founder of Sportette.

Sam is a Sports Presenter for Fox Sports News and has worked with Australia’s leading media and sports organisations including Fox Sports, Channel 9, NRL, Surfing Australia, Channel 7, Sky News and Southern Cross Austereo. 

Over the course of Sam’s career she’s become a strong advocate for women in sport and is in demand for keynote speaking engagements on the issue. In 2014, Sam founded Sportette to provide an avenue to tell the incredible stories of our female athletes and it grew to be a leading think tank on Women’s Sports.

In 2020 Sam released her debut children’s novel “Princesses Wear Sneakers”.  A heartwarming tale of a princess’s passionate pursuit of her sporting dreams, PWS sends a powerful message to girls about sport from a key early age. In 2022 it was released in the UK as “Princesses Wear Trainers”.

In 2023, Sam featured on the Disney+ doco “Matildas: The World at Our Feet” and was a FIFA Women’s World Cup Beyond Greatness Champion. 

While juggling her media commitments and keynote speaking engagements, Sam is also a Women’s Professional Golfers Association (WPGA) Board Director, studying her MBA at the University of Wollongong and a mum to her own two little girls Imogen (Immi) and Elle.

You can catch Sam on twitter and instagram  or to contact her directly regarding MC, media training or speaking engagements.

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