As the Women’s Euros brought football fever to screens and streets across the UK, Powerleague launched a national campaign to tackle the lingering cultural, social, and practical barriers stopping women and girls from playing the sport they love. The “She’s Got Game” campaign, fronted by UK No. 2 freestyle footballer Shannon Ghee, paired powerful data with hands-on initiatives to show that confidence, creativity and access can go hand in hand.
With nearly half of women and girls feeling judged or excluded just for wanting to play, the campaign made one message clear: football should be for everyone – whether you’re scoring goals, mastering tricks, or just finding joy in the game.
Challenge
- Despite high interest and skill, 46% of women and girls have felt judged for playing football.
- Emotional barriers like fear of judgement are compounded by practical ones – a lack of local spaces, safety concerns, and costs.
- Powerleague aimed to create inclusive spaces and drive nationwide participation through media, on-site activations, and digital engagement.
Key Statistics
- 46% of women and girls have felt judged or excluded for wanting to play
- 25% have experienced sexist comments
- 48% are confident in passing skills; 41% in shooting
- 53% want equal pay and sponsorship; 52% want more women in leadership
- Only 2% are unsure about the future of women’s football
Action
Powerleague’s “She’s Got Game” campaign launched during the Women’s Euros with on-site filming, radio interviews, and a social-first activation encouraging girls and women to share their skills or favourite football moments. Ten finalists would win a masterclass with Shannon Ghee, and everyone who entered received a free off-peak pitch voucher to help them stay in the game.
Filming took place at Powerleague Manchester Nicholls, with Shannon providing expert tips and live interviews connecting fans, players and media across the UK. Alongside this, Powerleague clubhouses screened Women’s Euros matches and offered free FA-backed coaching sessions for women and girls aged 16+, building visibility, confidence and momentum at a community level.
Results
- 306 broadcast opportunities across UK stations
- Total reach of 113 million
- Coverage on major stations including talkSPORT, BBC Leeds, Capital, Heart, LBC, and BBC local radio
- Consistent messaging on inclusion, confidence and access
- Strong visibility of Shannon Ghee’s story, the She’s Got Game initiative, and the campaign website
- Interviews featured across national, regional and local platforms, with repeated calls to action to enter and access free pitches
Key Takeaways
- The campaign turned personal experiences of exclusion into a powerful call for inclusion and creativity.
- Freestyle football, community venues and positive media worked together to lower barriers to participation.
- Broadcast cut-through across over 300 stations helped embed Powerleague’s leadership on access and inclusion in sport.
- Audience engagement was driven by a simple ask – share your love for the game – backed by tangible rewards like free pitches and mentoring opportunities.
