FA launches new 'Made for this Game' campaign to keep driving women's football

The FA has launched a new campaign made to unlock equal opportunities for all women and girls to access, participate and thrive in football.

The launch follows the success of The FA's 'Let Girls Play' campaign, which lobbied for government policy to be introduced to ensure that girls are given equal access to football in schools. The campaign 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% increase in female referees.

'Made for this Game' states that the time for asking for permission to play football is over, aiming to empower women and girls to take their rightful place on the pitch. The campaign intends to encompass every aspect of the game, whether it be players, coaches or referees.

The campaign actions the FA's commitment to the growth of the women's game, outlined by the women's and girls' 2024-28 strategy 'Reaching Higher'.

Sue Day, FA Director of Women's Football, highlighted the intended impact that the governing body hopes that the campaign will make.

"We are clear that we cannot rest on our laurels when it comes to driving growth across the women's and girls' game," Day expressed. "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."

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