OPINION: IS THE FA'S 'MADE FOR THIS GAME' CAMPAIGN A FORCE FOR CHANGE?
Updated: May 2, 2025
Credit: The FA, England Football (2024)
The FA launched its 'Made For This Game' campaign to create opportunities for women and girls, building on the success of 'Let Girls Play,' which secured football access in schools.
'Let Girls Play' sparked significant growth in the women's game, with a 56% rise in participation, an 88% increase in coaches, and a 113% increase in referees.
A Turning Point?
While growth has been transformational, work is needed to ensure equal access for women and girls in football.
Research by Women in Sport and Sport England revealed that only 47% of girls participated in team sports, compared to 69% of boys. Barriers included challenges of puberty, early stereotyping, and media scrutiny. Many girls reported lower enjoyment levels than boys, highlighting the need for urgent cultural change.
Football offers more than physical exercise—it builds confidence, resilience, and lifelong friendships. Every girl should have the chance to experience those benefits.
Building a new future?
In 2024, Sky Sports and charities Kick It Out and Her Game Too launched a campaign targeting discrimination in football, following a report that 52% of female fans faced misogyny at matches.
The study found that underrepresented groups, such as ethnic minorities, disabled fans, and the queer community were more likely to feel unsafe or experience discrimination.
Common forms of misogynistic behaviour included questioning women’s knowledge of the game and harassment. Many reported that their concerns were often dismissed as"banter."
The campaign called for greater awareness and demanded that football authorities take these reports seriously.
Credit: The Guardian, Kick It Out (2024)
In 2015, Sport England launched This Girl Can, a campaign to promote sport among women.
It aimed to tackle barriers such as time, cost, and body confidence, helping to shift the narrative around women in sport. The campaign continues to inspire, encouraging outdoor activity and access to green spaces.
This is about more than equality—it’s about fairness and recognising everyone’s right to play and succeed.
Football builds community through coaches, players, and fans. Girls must be welcomed and supported at every level.
Now is the time to level the playing field and give every girl the chance to play, compete, and thrive—no matter her background.
Nerea Fernandes
Writer
Her Football Sphere
February 2025
Word count: 331
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