The 'Equal Opportunities' awareness project is a joint initiative between athletes, sports federations and partners, who work together to ensure that female athletes have the same parameters as male athletes.
The project brings together associations, clubs, high-profile sports figures and partners on concrete, measurable measures aimed to create lasting change in Norwegian sports.
Through 'Equal Opportunities', funds are secured for initiatives that strengthen girls’ and women’s sports, whether in terms of training facilities, more coaches, a better support system, competition opportunities or equal prize money. The goal is simple: from words to action and genuine, measurable improvements for girls and women in all sports.
"We want to help ensure that girls and women in cross-country and high-level sports have the same opportunities as boys and men in their sport. The goal is for Equal Opportunities to be the start of a national initiative that will contribute to a greater focus on female athletes." says Group CEO Morten Thorvaldsen at Thon Hotels.
Our projects through 'Equal Opportunities'
As part of the partnership, we have contributed to several projects in various sports over the years, including:
- Norwegian Wrestling Association - initiatives to boost the recruitment and development of female athletes
- Volleyball Association - project related to better parameters and visibility for girls’ teams and young female athletes
- Nordic World Ski Championships - a historic equality improvement in which women and men for the first time received equal prize money in all disciplines during the World Ski Championships in Trondheim 2025
Ambassadors driving change
Over time, the project has collaborated with strong role models in Norwegian sports, such as Maren Lundby, Grace Bullen, Amalie Iuel and several other prominent female athletes. The ambassadors participate in activities, campaigns, seminars and club visits to boost involvement in and visibility of women’s sports.
A partnership for lasting change
Thon Hotels has been a partner since the start in 2021 and will continue to support efforts to create a more equal sports culture. Together with Equal Opportunities, associations and other partners, we work to create lasting improvements through projects that provide strong and immediate results for female athletes in Norway – both today and tomorrow.
Read more about the Nordic World Ski Championship here.