Sports Direct is launching an “Equal View” campaign, which seeks to improve the representation of football fans and grassroots football following the success of this summer’s FIFA Women’s World Cup 2023.
The retailer, owned by parent company Frasers Group, has worked with Getty Images to create a free bank of 75 images featuring fans, coaches and grassroots players from across the globe, all captured throughout the recent tournament, in a bid to show an accurate depiction of football in 2023, according to Sports Insights. The report adds, Sports Direct is encouraging media, brands and rights holders to use the imagery as much as possible to address bias in the SEO algorithms.
The move follows the brand’s “Equal Access” campaign, launched in September 2022, which donated free footballs to grassroots clubs across the U.K. and was part of the company’s long-term “Equal Play” initiative to help close the gender gap in sport.
The bank of images is available now for editorial use on GettyImages.com for all account holders and can be previewed here.
Image source: Sports Direct
