The FA launches ‘Made for This Game’ campaign

The FA has launched its new ‘Made for This Game’ campaign, building on the success of ‘Let Girls Play’, to further unlock equal opportunities for women and girls in football.

The campaign aims to empower women and girls to participate in all aspects of the sport, whether as players, coaches, referees, or leaders.

The ‘Made for This Game’ campaign officially launched on the same day as England’s UEFA Women’s Nations League match against Spain and was promoted across Wembley Stadium.

The previous ‘Let Girls Play’ campaign saw a 56% increase in women and girls’ participation, and this new initiative seeks to continue that momentum and ensure women and girls take their rightful place on the pitch.

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.”

The new campaign was created by MSQ Sport + Entertainment, who won the business after a competitive pitch.

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