The FA has launched a new campaign titled Made for This Game to continue the drive to unlock equal opportunities for all women and girls to access, participate and thrive in football, while showing it is a sport where they belong.
The ethos of this new campaign has been encapsulated in a video, released by The FA to celebrate the power of inclusion in football and how women and girls from different walks of life are united by their love for the game. The content shows a diverse range of women and girls, spanning different ages, sizes, abilities, races, religions and ethnicities all getting involved in different elements of the women’s game whether that be playing, coaching or refereeing. The aim of the video, and wider campaign message, is to inspire every female, regardless of their background, to know that they belong in football.
The evolution follows the success of The FA’s Let Girls Play campaign which, in collaboration with the Lionesses, successfully lobbied for government policy to ensure girls will be given equal access to football in schools. Not only did participation of women and girls playing football increase by 56%, but there has been an 88% increase in the number of female coaches and an 113% increase in the number of female referees, showcasing growth across the whole spectrum of the game.
Despite this transformational growth, there is still work to be done to unlock full equal opportunities for women and girls across the sport. The launch of Made for this Game aims to empower all women and girls to take their rightful place on the pitch, whether that be as players, coaches, referees or leaders. The campaign encompasses every area of women’s and girls’ football – from the Lionesses to grassroots – and underpins The FA’s commitment to continue to grow and develop all aspects of the game, as outlined in the governing body’s women’s and girls’ strategy Reaching Higher (2024-28).
The campaign was launched on the day of England’s UEFA Women’s Nations League meeting with Spain and was given prominence across Wembley Stadium connected by EE at the evening fixture.
Joanna Manning-Cooper, Director of Marketing, Communications and Public Affairs at The FA, said: “Let Girls Play was a pivotal campaign in ensuring girls received equal opportunity to football in schools, but we’ve moved past the point of asking permission to play. That’s why we’re launching our new brand campaign Made for this Game to show all women and girls that no matter their size, ability or background, they belong in football.
“We know there is still more work to be done to unlock equal opportunities within the game, and we want to keep increasing the number of female players, coaches, referees and leaders. Our campaign film features women and girls from all walks of life connected by their love of football – from the grassroots game through to the Lionesses – and it’s poignant that they will be celebrated as we launch the campaign on the biggest stage of them all at Wembley Stadium connected by EE.”
Made for this Game will now become the prominent brand for all FA activity across women’s and girls’ football. This will start with Biggest Ever Football Session, previously synonymous with Let Girls Play, on Friday 7 March. Taking place at schools across the country, the landmark day to celebrate girls’ participation in football will this year also showcase to young girls the breadth of opportunities that are open to them in the sport both on and off the pitch, from coaching and refereeing to journalism and the business side of the game. Schools can find out more information and sign up to Biggest Ever Football session via this link.
