FA unveil new equal opportunities campaign ahead of World Cup final rematch
England host Spain tonight in a decisive UEFA Women’s Nations League clash under the arch of Wembley Stadium. It is the first time the two sides have met since the FIFA Women’s World Cup final of 2023, which saw Spain reign victorious.
The events that followed Spain’s triumph sent shockwaves through women’s football, and served as a stark reminder of the mistreatment experienced by female players all over the world. Last week, Luis Rubiales was found guilty of sexually assaulting Jenni Hermoso during the aftermath of the game.
‘Made for this Game’
Ahead of this evening’s highly-anticipated fixture, the FA announced the launch of ‘Made for this Game’. The initiative seeks to continue the drive to unlock equal opportunities for all women and girls to access, participate and thrive in football.
The FA’s Director of Women’s Football, Sue Day, said: “We are clear that we cannot rest on our laurels when it comes to driving growth across the women’s and girl’s game. 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 so much more to do, so the hard work to create true equality across the game continues.”
‘Let Girls Play’
The ‘Let Girls Play’ campaign, which preceded ‘Made for this Game’, was actioned in collaboration with Sarina Wiegman’s Lionesses and saw the government successfully lobbied to introduce policy ensuring girls will be given equal access to football in schools.
‘Let Girls Play’ formed a crucial part of a monumental era for the women’s game which saw 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% surge in the number of female referees.
However, followers of women’s football have today seen their social media channels inundated with misogyny once again. With the Matildas currently competing in the She Believes Cup, Football Australia released a statement condemning the “unacceptable comments made by Marty Sheargold on Triple M.”
The radio host’s tirade “diminished the extraordinary achievements and contributions of our women’s national football team but also fail to recognise the profound impact they have had on Australian sport and society.”
Whilst Football Australia and figures from across the globe have spoken out against Sheargold’s vulgar words, the voices of those who remain unjustifiably adamant that football is not a space for women continue to ring in the ears of those who care.
Though transformational growth has been achieved, significant work remains to unlock full equal opportunities for women and girls across the sport. The video encapsulating the ethos of ‘Made for this Game’ celebrates the power of inclusion in football, and the campaign will kick off with the Biggest Ever Football Session next Friday.
The landmark day will take place at schools across the country, celebrating girls’ participation in football and showcasing the opportunities available both on and off the pitch.
‘Made for this Game’ is another vital step forward for women’s football in England, as we continue to be reminded that drastic change is still needed on a worldwide scale.
