● In partnership with Getty Images, the Equal View campaign provides a representative view of women’s football by creating a globally diverse bank of assets that show a more accurate depiction of what the game really looks like today
● Sports Direct is aiming to shift perceptions after 44%* of fans agreed that women’s sports should be represented more in the media

(Getty Images for Sports Direct)

Today, Sports Direct is launching its ‘Equal View’ campaign, which seeks to improve the representation of football fans and grassroots football following this summer’s international tournament. The retailer has worked with Getty Images to create a free, diverse bank of 75 images of fans, coaches and grassroots players from across the globe, captured throughout the competition in a bid to show an accurate depiction of football in 2023.

The images capture the true diversity of the football ecosystem, from celebrating fans cheering on their team in Australia to shining a spotlight on grassroots coaches in America. To ensure everyone has an equal view of football in 2023, Sports Direct is encouraging media, brands and rights holders to use the imagery as much as possible to address bias in the SEO algorithms.

In recent years the support for women’s football has skyrocketed but the stereotype that football is still ‘a man’s game’ still stands in many ways. An online search of ‘football fans’ produces images of crowds of men and when you search ‘women’s football’, the results are almost exclusively of the Lionesses when the reality of the modern game is much more diverse, from grassroots levels to professional.

Furthermore, the campaign seeks to solve the issue that pictures of women at the grassroots level aren’t readily available. Working with Getty Images, areas of under-representation were identified and included within the brief for the ‘Equal View’ content bank. Equal View sits alongside Sports Direct’s Equal Play initiative, which seeks to close the gender gap in sports, by providing free equipment to grassroots clubs across the country.

The current visual representation does not provide an accurate reflection of what the game really looks like which has been the catalyst for the Equal View campaign, with Sports Direct taking action to equalise the disparity. Sports Direct is committed to tackling these issues by collaborating with Getty Images to create a bank of free-to-use assets that show an equal view of the beautiful game across the world, inspired by the recent tournament in Australia.

Sports Direct brand ambassador Fara Williams commented: “The issue of representation in the women’s game is a longstanding one that is still prevalent today despite the surge in popularity of the sport over recent years. There’s been so much positive change since I’ve been playing and it’s great to see it continuing to trend in the right direction but it’s no secret that there’s still work to do to bridge the gap. It’s great that Sports Direct is working to improve the visual portrayal of women’s football by capturing images that reflect the diversity of the game this summer, which is so important to give kids the opportunity to dream big and follow in their idols’ footsteps. I can’t wait to see the images being used to show the modern game.”

Beckie Stanion, Chief Marketing Officer at Sports Direct, said: “The increase in popularity of the women’s game is undeniable, and we are seeing more and more women and girls come into stores to buy football products. Yet it’s so disheartening to see certain stereotypes continue to plague the game. An online search for football fans still brings up a disproportionate number of men or a very tokenistic view of women in football. We want to change that. You can’t be what you can’t see, and so Equal View aims to play a part in shaping a more inclusive, aspirational future for our customers. It’s an approach that isn’t exclusive to the World Cup either. Our long-standing Equal Play initiative has also sought to level the playing field between men’s and women’s football, plus our sponsorship of women’s teams such as Forest Green Rovers and Hibernian FC, are symptomatic of our desire to shine a light on the women’s game.”

Jacqueline Bourke, Director Creative Insights EMEA, Getty Images, commented: “We are seeing a huge increase in the visibility of Women’s sport, yet there is still a long way to go in getting the representation to a truly inclusive and equitable level. Our VisualGPS research continually highlights the consumer appetite for authentic representation of female sports, and this custom work with Sports Direct is an important step in widening that representation beyond the action on the field or pitch.”

The bank of images is available now for editorial use on GettyImages.com for all account holders. The imagery was captured by Getty Images’ global photographer network in Australia, New Zealand, North and South America, Europe, the Middle East and Africa.

With thanks to Sports Direct

Natasha, who is WBO, WBC and IBF female light-middleweight champion of the world, answered the following questions while hosting a class for the local children:

On becoming the first woman to win BBBoC British Boxer of the Year Award: “Just being in the top three was very humbling, to think of all the people who had won it before me and being put in that category. I’m so proud because there were two other women in there, but also proud of my achievements. It’s nice to be able to look back and feel proud. I’m so happy to reflect on the hard work from myself and the rest of the team.”

On what 2023 has in store:  “Hopefully 2023 can be just as big. How we do that I’m not sure but we will try. Hopefully, I’ll have three fights and may even change weight divisions to go back down and challenge for more titles.”

On what advice she would give to young people looking to get into boxing: “My advice for getting into boxing is to just go and experience it. There are a lot of misconceptions about the gym and that environment, but you become a big family and look out for each other. Everyone is in the same boat and will help you through the sessions. The first and hardest step is just going into the gym and that will help you breakdown any previous issues. You will enjoy it.”

On the why initiatives like Sports Slam are so important: “I’m one of those people who genuinely believes there is a sport out there for everybody and you can participate at any level. You may not want to be a pro or Olympian but you can take part in a sport at your own leisure and it be enjoyable. The fact schools can access this equipment will open a lot of eyes. I tried hundreds of sports before boxing – I never thought I would get into it. The fact that I just went and tried it and enjoyed it is testament to that. I enjoy loads of other sports but boxing is my niche. Everyone has different tastes so it’s invaluable to try different things as you never know where you will end up.”

On the message she would give to her 10-year-old self:  “Would be keep believing and keep going. That’s basically it. Everything I’ve been through – the good, bad has helped me become the person, athlete and mum I am now. It’s important to have the highs but it’s the lows that give you character and drive you on to succeed. They are just as important so I would tell myself to keep believing and never give up.”

On the impact of her achievements on the next generation: “As athletes, you are always so focused on the result that you don’t appreciate things in the moment. I know after the Olympics there was a 64% increase in carded females. I know we contributed to that, but you don’t appreciate it until you stop and look back. We both know deep down that there are little girls across England and in Liverpool that look at us and say wow we want to be like them. It’s mad to think about but it’s so lovely to hear when people call me their hero. You just don’t appreciate it at the time.”

On taking women’s boxing to the next level:  “It’s weird because at a level boxing is no different. Funding and everything else requires you meeting the criteria which usually involves a medal or Olympic qualification. It’s the same for men and women but I would like to see more of a platform for women. It’s only ever the biggest events that can televised like the Commonwealth Games or the Olympics – but it’s missed that there is a 4 year cycle. Domestically I would like to see more attention and trace the development of female athletes versus assuming everyone is the finished product. It’s getting a lot better but the world needs to see it on a consistent basis, especially regarding economic support from sponsors.”

On the importance of including boxing in schools more:  “It’s very important. There are so many stereotypes attached that you can lose sight of the skills that underpin the sport, hand eye coordination and balance, listening and communicating. These skills can transcend sport into general life. The bigger picture is that boxing has helped me communicate with people, be focused and disciplined. I’m now more reliable and have developed all the skills an employer would be looking for. There is a much bigger picture than just hitting someone. There are so many other facets that help in life.”

On her training regime: “I train six days a week with two sessions a day. Monday, Wednesday, Friday is boxing and a run. Boxing is two hours and the run is never more than an hour and never less than 30. Tuesday, Thursday, Saturday I do strength and conditioning for an hour then another cardio session. Normally low impact on an assault bike, or even go swimming.”

Photo: Sports Direct

A new survey conducted by the charity Women in Sport, supported by Sports Direct, has revealed that despite the seismic movement in women’s football this summer, the majority (67%) of young women aged 13-24 feel that a lack of opportunities and encouragement creates a barrier to their participation in sport more regularly.

Whilst many positive steps have been taken to grow the women’s game, the Women in Sport study identified trends around young girls seeing a lack of support with women’s football, with 52% of girls calling for increased support and investment at more primary levels and 36% of girls believing that women who get to the top don’t earn enough money to live off.

The legacy of the Euros does seem to be one of renewed hope, though, with there being a dramatic increase in the number of ‘sporty’ girls who are dreaming about reaching the top in sport after being inspired by the historic Lionesses’ win. Results showed that nearly 70% of girls who love playing sport dream of reaching the top, almost levelling with sporty boys at 75%. Interestingly, attitudes are beginning to shift in teenage boys, too, with many starting to recognise the injustice within sport and are keen to see women’s sport flourish. 2 in 5 boys (42%) want to see women’s sport given more support, an increase of 10% compared with two years ago.

The need for further development within the girls’ game is clearly evident though, particularly with so many girls motivated by the Lionesses’ success and looking for opportunities to play. Sports Direct is doing their part in pushing forward the women’s game with the Equal Play initiative, which seeks to address gender inequality in sport by combating issues in three key areas, including: opportunity, visibility and investment.

Fara Williams, ambassador for Sports Direct, said: “It’s great to see that the legacy of women’s football this year is one of hope, with more sporty girls getting involved and attitudes changing among boys, but there’s still a long way to go in growing the game. We now need to provide the encouragement and support for girls to progress – and campaigns like Equal Play ensure that girls have the opportunities to lace up their boots and get involved.”

Beckie Stanion, Chief Marketing Officer at Sports Direct, commented: “Working with Women in Sport to analyse the current state of grassroots girls’ sport in the UK has demonstrated just how many girls still see the playing field as uneven. With Equal Play, we’re hoping to inspire the next generation of female ballers by creating a level playing field between men’s and women’s sport.”

Women in Sport CEO Stephanie Hilborne OBE added: “The Lionesses success was a unifying moment for the country and it is great to have data to show the positive impact the growing profile of women’s sport has had on the children and young people who watched. Both boys and girls have been inspired by the passion, talent and positive team dynamic on display but the biggest impact has been on sporty girls and young women. Suddenly girls who love sport and play a lot of it, can dream in the way boys have always been able to. It is fantastic to see this and to find out that many more boys now recognise the injustice of treating women as second-class citizens in sport.”

Sports Direct is also the proud sponsor of several women’s teams, including Hibernian LFC and Forest Green Rovers Women.

● The pledge was officially launched with the help of Equal Play Ambassadors, professional manager Emma Hayes OBE, and former England player Fara Williams

● A new report by Women in Sport has found that over a half (52%) of girls aged 13-24 think there’s not enough funding for girls’ sport, with 58% also saying they want to see more support for women’s and girl’s teams in the future

● Sports Direct is doubling down on its commitment to the sport with a new #GetOnside pledge, created in partnership with Women in Football (WIF)

Sports Direct has today announced the ‘Equal Access’ campaign, donating free footballs to grassroots clubs up and down the country, following the recent historic moment for the women’s game and the growing calls for more opportunities for girls to play football.

The campaign is part of the long-term Equal Play initiative, helping to close the gender gap in sports. It will allow clubs nationwide to register online to receive a donation of balls to help facilitate their training and matches.

The pledge was officially launched today via an event with Girls United, who became the first grassroots club to receive a donation of footballs along with valuable equipment. Modern game trailblazers, Emma Hayes and Fara Williams, were both on hand to visit the club and deliver the balls, whilst offering their own advice to help inspire the next generation.

Emma Hayes OBE, ambassador for Sports Direct, said: “It’s so important to provide girls and young women with the equipment and support to foster their love of the game – after all, these could be the national stars of tomorrow. I’m so proud to be working with Sports Direct and Women in Football on this partnership, so that more girls can take part in the sport that I – and so many others – love.”

Fara Williams, ambassador for Sports Direct, added: “Having faced the adversity and challenges of being a young female player with limited access to equipment and facilities, it’s great to see Sports Direct helping to make the game more accessible for girls. I hope that this initiative will enable young girls across the country to lace up their boots and try their skills, inspired by the recent successes in top flight women’s football.”

The Equal Play initiative seeks to address gender inequality in sport and create a level playing field by combating issues in three key areas, including: opportunity, visibility and investment. Following recent successes in the English women’s game, the need for further opportunity has come into even sharper focus – demonstrated by recent research from Women in Sport* which found that over a half (52%) of girls surveyed believe there’s not enough funding for girls’ sport. Over a third (40%) also think that girls don’t have the chance to try enough different sports.

Looking ahead to the future, the survey saw half (50%) call for more equal opportunities when it comes to access to sport and training, with 58% saying they want to see more support for women’s and girl’s teams in the future.

The campaign is supported by WIF and their #GetOnside pledge initiative, which encourages those within the game to pledge their support by taking one action that will contribute to an improvement for women and girls in the football industry to promote gender equality.

Beckie Stanion, Chief Marketing Officer at Sports Direct, commented: “What we’ve seen recently should only be the start of even bigger and better things. Through Equal Play, we’re totally committed to tangible action and we believe that getting footballs into the hands of young girls around the country will inspire a new generation who grow up to love and play the game.”

Yvonne Harrison, Women in Football CEO, continued: “We know that more and more girls want to play football, especially after the fantastic WEURO 2022 win. But even now their opportunities to enjoy the sport they love are limited. So, we’re thrilled to see Equal Play join our #GetOnside campaign with this brilliant pledge which will help to level the playing field for girls.”

Grassroots clubs can sign up to the pledge and gain access to free footballs via: Equal Play | Sports Direct

• Sports Direct is launching “Girls Don’t Like Football, WE LOVE IT”, continuing the brand’s mission to make sport equal for all, harnessing the inclusive energy of EURO 22
• The multi-million-pound campaign will cover TV, OOH, in-store, content, media and influencers

 Sports Direct has launched “Girls Don’t Like Football, WE LOVE IT”, a new multi-million pound creative campaign that will sit across TV, OOH, in-store, content, media and influencers.

Continuing the brand’s mission to make sport equal for all, the campaign aims to harness the energy of EURO 22 to drive the visibility of players, coaches and women in football and unleash a new generation of female ballers, with the number of women and girls playing football rising 54% to over 3.4m.

At the forefront of the campaign is a new TV commercial, which subverts the fallacy that ‘Girls Don’t Like Football’, demonstrating and celebrating the passion women in this country have for the beautiful game. The content intends to spark an emotive reaction from men and women everywhere, re-establishing football as an inclusive sport for everybody. It shows that in spite of all barriers, there is a rising tide of women who absolutely love the game and invites the next generation of women to see that football is an option for them.

The commercial and wider campaign assets feature real faces from the football community, including those from Forest Green Rovers and Kingsley FC as well as England’s first ever Lionesses from 1971 and the players today leading the charge for future generations: Stina Blackstenius, Millie Bright, Jess Carter, Lauren Hemp, Sam Kerr, Ellen White, Alessia Russo, Nikita Parris and Georgia Stanway.

Sports Direct worked with COPA90 to create the campaign, commissioning in-depth interviews with fans, grassroots teams, elite players and managers alike to evaluate the women’s football landscape from the bottom up. This research identified a unifying truth that superstar players are not just playing for a trophy, they are playing for the legacy of the game. It was also evident that there was an insatiable passion for the women’s game that mainstream culture has yet to recognise or celebrate, and it was this insight that helped to form the core creative of the campaign.

Beckie Stanion, Chief Marketing Officer Sports Direct, said: “Back in the day, only little boys were allowed to dream of being ballers. In modern Britain it’s the dream of young girls too. As we have seen, the cycle of momentum around the women’s game is driven by international tournaments, and in the past couple of years every aspect of the game has hit the accelerator. We wanted to create a campaign that used this tournament as a catalyst for a new era of women’s football in the UK.”

“What flowed naturally from the brief was a campaign that addressed this archaic misconception that ‘girls don’t like football’, playfully countering it. Consumers are first met with the tension of this idea which is then flipped on its head, done with a zealous rebuttal in the form of a celebration of the game that delivers a punchline of real truth” said Gavin Rowe, Chief Creative Officer at COPA90.