The Football Association (FA) has unveiled its latest initiative, Made for This Game, aimed at breaking down barriers and creating equal opportunities for women and girls in football. This bold campaign is designed to inspire and empower females of all ages and backgrounds to participate, compete, and thrive in the sport, reinforcing the message that football is a place where they truly belong.
Building on Success: From ‘Let Girls Play’ to ‘Made for This Game’
This new campaign is a natural progression from the Let Girls Play initiative, which, in partnership with the Lionesses, successfully influenced government policy to ensure girls receive equal access to football in schools. This milestone was part of a remarkable growth period for women’s football, marked by a:
- 56% increase in the number of women and girls playing football,
- 88% rise in female coaches being developed, and
- 113% surge in female referees stepping onto the pitch.
Despite this impressive progress, The FA acknowledges that more needs to be done to achieve true equality. Made for This Game represents a clear call to action: the days of asking for permission to play are over. This campaign empowers women and girls to claim their place in every aspect of football—whether as players, coaches, referees, or leaders.
A Vision for Inclusivity and Growth
Central to the campaign is an inspiring video celebrating the unifying power of football. The film showcases women and girls from various walks of life—spanning different ages, abilities, races, religions, and ethnicities—all brought together by their passion for the game. By highlighting this diversity, Made for This Game aims to inspire every female viewer to recognise that they belong in football, no matter their background.
This campaign aligns with The FA’s Reaching Higher (2024-28) strategy, which aims to develop all aspects of the women and girls’ game—from grassroots to elite levels. It emphasises The FA’s ongoing commitment to expanding opportunities and fostering inclusivity across the sport.
Launching on the Global Stage
The campaign was strategically launched on the day of England’s UEFA Women’s Nations League match against Spain, gaining significant visibility at Wembley Stadium. This high-profile debut underscores The FA’s commitment to championing women’s football on both national and international stages.
A New Chapter: The Biggest Ever Football Session
To kick off the campaign’s initiatives, The FA will host the Biggest Ever Football Session on Friday, March 7, building on the momentum of Let Girls Play. This event, held at schools nationwide, celebrates girls’ participation in football while also highlighting the vast array of opportunities available within the sport. From coaching and refereeing to careers in journalism and sports management, the campaign seeks to inspire the next generation of female leaders both on and off the pitch.
Schools across the country are encouraged to participate in this landmark event, with more details available on how to get involved through The FA’s official channels.
A Message from The FA’s Director of Women’s Football
Sue Day, The FA’s Director of Women’s Football, emphasised the importance of continuous growth and development within the women’s game, stating:
“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.”
Looking Ahead: Driving Change and Inspiring Generations
Made for This Game is more than just a campaign—it’s a movement aimed at reshaping the landscape of women’s football in England. By emphasising inclusivity, empowering future generations, and promoting equality, The FA is driving meaningful change across the sport.
With this bold initiative, The FA is not just opening doors; it’s breaking down walls, ensuring that every woman and girl who loves football knows she belongs on the pitch, in the dugout, and beyond.
Photo – The FA
