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Sport England looks to ‘narrow gender gap in sport’ with help from Boohoo and Babyliss

Sport England is launching a new campaign to engage more young women to take part in sport, and help change their perceptions.

‘BloominGirls,’ which launches with a pilot event in Manchester later this month, aims to ‘reverse the trend of inactivity’ – Sport England says 20 per cent more young men than young women play sport regularly – among teenage girls aged 14-17, by changing their perception of ‘the relevance of sport in their lives’.

Delivered through a targeted social campaign, created by Cherry London, the event will give 14-17 girls the opportunity to trial a mix of non-traditional ‘neon’ style sports set to music (Netball, Football, Hockey and Touch Rugby), and receive fashion and beauty rewards from brands boohoo.com, Make Up Academy, Batiste and Babyliss just for taking part.

Tanya Joseph, director of sport partnerships at Sport England, said: “A record number of young people are playing sport regularly, but girls are still less likely to play than boys. [The BloominGirls campaign] is all about taking away the traditional barriers and presenting sport in a totally new way – in their speak, in their style, in their social set, outside of the school environment, in a completely fresh, real and genuine way. We hope that girls across Manchester will take advantage of this exciting and unique pilot event that is right on their doorstep.”

The event is being supported by All England Netball Association, the FA, the RFU and England Hockey, who will create a new version of their sport for the age group.

The first BloominGirls event will take place at Manchester Academy on 23 July.

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