Girlguiding and UEFA Women’s EURO 2022 team up

  • Girlguiding and UEFA Women’s EURO 2022 announce a one-year partnership to challenge gender stereotypes and help more girls and young women enjoy the beautiful game
  • To mark the partnership, Girlguiding has created a new badge for members to collect
  • New research reveals almost one third (32%) of girls aged 7-17 would like more opportunities to play football and more than half of girls (52%) have never watched football in a stadium, compared to 33% of boys.
  • England stars Katie Zalem and Ella Toone join Rainbows, Brownies, Guides and Rangers at Old Trafford, for a training drill to launch the partnership before girl-led press conference

Girlguiding, the UK’s leading charity for girls and young women, and UEFA Women’s EURO 2022 have teamed up to encourage more girls and young women to get involved in football.

The partnership is being announced ahead of the UEFA Women’s EURO 2022 tournament, which kicks off across England in 16 days on 6 July at Old Trafford. It is hoped the collaboration will excite and encourage girls and young women’s interest in football and reinforce the sport’s inclusivity.

Recent research commissioned by CHILDWISE found that less than half of girls (47 per cent) believe they have had equal opportunities to play football, whereas two thirds (68 per cent) of boys of the same age do. Perceptions of equality in football also decline in age, with over half (53 per cent) 7 to 10-year-girls believe they have equality opportunities to play, to just over one third of 11 to 17-year-old girls (43 per cent).

The research also revealed that almost one third (32%) of girls aged 7-17 would like more opportunities to play football and more than half of girls (52%) have never watched football in a stadium, compared to 33% of boys.

Additionally, 69% of girls would like to see women’s football celebrated more in the media1.

 Girlguiding members will also have the chance to commemorate the tournament with a brand-new badge, whether they watch a match or take part in the co-created football activities.  Through the partnership, more than 5,000 Girlguiding members are planning to attend EURO matches across England this summer. Tickets are still available for matches at most venues. Prices start at £10 for adults and £5 for under 16s:

To launch the partnership, Girlguiding members from 21st North East Manchester Rainbows, Brownies and Guides and the Greater Manchester Rangers joined England’s Women’s footballers, Katie Zelem and Ella Toone for a fun training session at Manchester United’s Old Trafford Stadium, which will host the opening game of UEFA Women’s EURO 2022 on 6 July. The girls had the opportunity to try out new football related activities co-created by Girlguiding and UEFA, before trying their hand at being a sports journalist during a girl-led press conference.


England midfielder Ella Toone, said: “I wish something similar had existed when I was younger, and I look forward to the tournament this summer knowing that Girlguiding members up and down the country will be cheering us on.”

Teammate Katie Zelem added: “Getting to meet all the Girlguiding members was incredible. They picked up the activities so quickly and we all had an amazing time on the pitch talking about the game. As a former Rainbow, myself, it’s fantastic to be involved in such an important partnership, one which I have no doubt will help inspire and build girls’ confidence in the game.”

Girlguiding Advocate Caitlyn, 22, added: “Football is such a great sport, to play and to watch. I’m so excited Girlguiding and UEFA Women’s EURO 2022 have teamed up to help more girls to get involved. The co-created activities are a great way to introduce girls to the game and get across the important message that football is for everyone, not just for boys.”

Chris Bryant, Tournament Director for UEFA Women’s EURO 2022, added: “This summer’s UEFA Women’s EURO 2022 promises to be the biggest women’s sporting event in European history.

“It will inspire long-term, sustainable positive change in women’s and girls’ football and we are delighted we have been able to team up with Girlguiding UK to support that change.

“Football is for all. We want to ensure whether its playing or watching, girls have the confidence to get involved and the opportunity to do so. We can’t wait to see Girlguiding members across England cheering on the teams at UEFA Women’s EURO 2022.”

With thanks to UEFA