adidas has announced it will provide dedicated football pitch space for women, girls, and non-binary players in London throughout July, to help address the ongoing imbalance of pitch access and availability that they experience. With UEFA Women’s Euro England 2022 shaping up to be a record-breaking tournament- this is a generational opportunity to open-up football to women, girls and non-binary players, but lack of access to football facilities is undermining the potential for this opportunity to be taken.
One of the biggest barriers to participation experienced by women, girls and non-binary people is access to pitches and adequate infrastructure. Access to pitches is often restricted by the existence of legacy bookings and inequal allocation of existing pitch space to new players and teams.
Research has found that 59%* of teenage girls who used to be interested in sport drop out due to inadequate opportunities and facilities[1]. Alongside this, recent findings suggest that female players in male-dominated sports experience unequal treatment when it comes to facilities and access, whilst in some sport clubs or organisations girls have had to share dressing rooms with boys.
adidas has announced its campaign, named ‘Pitch, Please’, to help address this disparity for the duration of UEFA Women’s Euro England 2022. Regular pitch access for women, girls, and non-binary players has been secured across London to help improve access to playing facilities and ensure that players of all experience levels can make the most of the excitement of a home tournament. The campaign was launched today with a film showing some of the leading figures in the women’s football scene calling for change.
Women, girls, and non-binary players looking for a pitch to play on will be able to request a session through a WhatsApp booking service, with pitches at Haggerston School available every Saturday and Sunday during the tournament for 5-, 7- and 9-a-side football.
Further pitch access will also be available with adidas partner Fulham FC, at their Motspur Park training facility – and further events and pitch access opportunities will be announced during the tournament. In total adidas will be offering over 100 hours for women, girls, and non-binary players during the tournament.
“Throughout UEFA Women’s EURO 2022, thousands of women, girls, and non-binary people will be watching their heroes and will be inspired to play, but the significant lack of pitch access is a huge barrier in making this a reality. This is a real challenge, and one we must collectively combat to make sure a generational opportunity to welcome women, girls, and non-binary people into the sport is not lost. We’re so proud to be providing a dedicated space for our communities to play, so they can concentrate on what they enjoy doing most – playing football.” said Kathryn Swarbrick – General Manager & SVP, adidas Northern Europe.
Toni Duggan, Everton, and England player is said “Growing up, having a safe and accessible space to play football was so important, and without that I wouldn’t be where I am today. It’s so great to see adidas highlighting this issue and providing a dedicated pitch for women, girls, and non-binary players to play. I understand first-hand the value this can have, and I know it will really benefit the community.”
Beyond the tournament, adidas has teamed up with leading football culture platform VERSUS to provide 150 hours of free access with Powerleague pitches. Launching in August, five pitches across London will be available to book, helping to provide longer-lasting safe and accessible spaces for women, girls, and non-binary players.
Alongside this, powered by its Impossible Is Nothing attitude, adidas is committed, in 2022 and beyond – to create real, lasting change through being an ally to current future generations of changemakers, driving forward innovation and breaking down barriers. This includes a significant expansion of its relationship with UEFA which includes an official partnership with UEFA Women’s Football from 2021-2025, where adidas will be the Official Match Ball provider for UEFA Women’s Champions League, UEFA Women’s EURO 2025, Women’s Futsal EURO, Women’s U19 and U17 Championships. As part of the partnership, UEFA and the adidas Football Collective will create standout initiatives designed to provide greater access for all, from grassroots players to those at the elite level.
The adidas Football Collective is a new movement and unique cooperative of individuals, clubs, and communities, united by the belief that through football, a positive change can be created. Last year adidas also became the exclusive global sponsor of DAZN’s UEFA Women’s Champions League coverage on DAZN and YouTube.
In need of a pitch in London? WhatsApp the adidas Pitch, Please booking service at +447874 089145 with the phrase ‘Pitch Please’ or follow this link https://a.did.as/6004zUp20
