FA LAUNCHES NEW ‘MADE FOR THIS GAME’ CAMPAIGN TO UNLOCK EQUAL OPPORTUNITIES FOR WOMEN AND GIRLS

Credit: The FA

The FA is today launching a new campaign, titled "Made for This Game," to continue its drive to unlock equal opportunities for all women and girls to access, participate, and thrive in football, while demonstrating that it is a sport where they belong.

This evolution follows the success of The FA’s "Let Girls Play" campaign. The original campaign - launched in October 2021 after the Lionesses' victory in the Euros - was started after a public letter advocating for equal access to football for girls in schools. Since its launch, there has been a 56% increase in the number of women and girls playing football, an 88% increase in the number of female coaches being developed, and a 113% increase in the number of female referees.

Although transformational, true equality has not yet been achieved. "Made for This Game" signals that the time for asking permission to play is over. This campaign aims to empower all women and girls to take their place in all areas of football, whether as players, coaches, referees, leaders, or in the media. It will be implemented across all levels of women's football, from grassroots to the Lionesses.

Sue Day, The FA’s Director of Women’s Football, said: “We’ve created 'Made for This Game' to reiterate a clear message to every woman and girl in the country: that no matter your age, ability, or background, football is a sport where you belong. The time to convince people that girls should be allowed to play is long gone.”

“While so much progress has been made to create opportunities for women and girls in football, we know there is much more to do, so the hard work to create true equality across the game continues.”

"Made for This Game" will now be the prominent brand for all FA activity across women’s and girls’ football, beginning with the Biggest Ever Football Session. On March 7th, schools across the country will participate in this landmark day to celebrate girls’ participation in football.

This year, the event will also showcase to young girls the breadth of opportunities available 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 more information and sign up for the Biggest Ever Football Session here.