The FA is today launching a new campaign titled Made for this Game to continue the drive to unlock equal opportunities for all women and girls to access, participate and thrive in football, whilst showing it is a sport where they belong.

The evolution follows the success of The FA’s Let Girls Play campaign which, in collaboration with the Lionesses, successfully lobbied for government policy to ensure girls will be given equal access to football in schools. This aligned with a historic period of growth for the women’s game, which saw:

• 56% increase in the number of women and girls playing football
  
• 88% increase in the number of female coaches being developed
  
• 113% increase in the number of female referees

While transformational growth has been achieved, significant work remains to unlock full equal opportunities for women and girls across the sport. Made for this Game shows the time for asking permission to play is over, empowering all women and girls to take their rightful place on the pitch, whether that be as players, coaches, referees or leaders. The campaign encompasses every area of women’s and girls’ football – from the Lionesses to grassroots – and underpins The FA’s commitment to continue to grow and develop all aspects of the game, as outlined in the governing body’s women’s and girls’ strategy Reaching Higher (2024-28).

The ethos of Made for this Game has been encapsulated in the video below, released by The FA today, to celebrate the power of inclusion in football and how women and girls from different walks of life are united by their love for the game. The content shows a diverse range of women and girls, spanning different ages, sizes, abilities, races, religions and ethnicities, with the aim of inspiring every female, regardless of their background, to know that they belong in football.

The campaign has been launched on the day of England’s UEFA Women’s Nations League meeting with Spain and will be given prominence across Wembley Stadium connected by EE at the evening fixture. 

Sue Day, The FA’s Director of Women’s Football, said: “We are clear that we cannot rest on our laurels when it comes to driving growth across the women’s and girls’ 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.”

Made for this Game will now become the prominent brand for all FA activity across women’s and girls’ football. This will start with Biggest Ever Football Session, previously synonymous with Let Girls Play, on Friday 7 March. Taking place at schools across the country, the landmark day to celebrate girls’ participation in football will this year also showcase to young girls the breadth of opportunities that are open 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 out more information and sign up to Biggest Ever Football session via this link.