Sports retailer Sports Direct has launched the Equal Access campaign, donating free footballs to grassroots clubs across the U.K. The company is responding to the most recent historic moment for women’s football and the growing call for more opportunities for girls to play the game.
The campaign is part of the company’s long-term Equal Play initiative to help close the gender gap in sport. As part of the campaign, clubs nationwide can register online to receive a donation of balls to train and play with. It was officially launched Aug. 31 at an event with Girls United, the first grassroots sports club to receive a donation of footballs and valuable equipment. Pioneers of modern football, Emma Hayes and Fara Williams, visited the club, presented the balls and offered their own advice to inspire the next generation.
The Equal Play initiative aims to eliminate gender inequality in sports and create a level playing field by addressing issues in three key areas: opportunity, visibility and investment. Following the recent success of England’s female footballers, the need for more opportunities has come into even sharper focus – as evidenced by the latest Women in Sport survey, which found that more than half (52%) of girls surveyed believe there is not enough funding for girls’ sport. More than a third (40%) also believe girls do not have the opportunity to try enough different sports.
The campaign is supported by Women in Football and its #GetOnside initiative, which calls on all football stakeholders to work to improve the situation for women and girls in soccer and promote gender equality.
