Women's Football Advertising Disney

Disney and The FA target parents in ongoing drive to get more girls involved in football


By Rebecca Stewart, Trends Editor

March 19, 2018 | 3 min read

Disney UK and The Football Association (The FA) are harnessing the power of bold fictional females to inspire more girls to participate in football.

Two young girls playing football in muddy Disney princess dresses

The campaign is the latest to emerge from the pair's ongoing three-year partnership

The campaign is the latest to emerge from the pair's ongoing three-year partnership which aims to increase the role of football in UK girls' lives, and will target parents and kids ahead of FA Girl's Football Week.

At the heart of the multi-platform drive is a 30-second film which features three young women from Coalville Town Football Club playing football interspersed with clips from three well-loved female characters from Walt Disney Animation Studio films Moana, Tangled and Zootropolis.

Focusing on the camaraderie and fun that comes with the beautiful game, the spot will air in cinemas and across children's TV, as well as on primetime and Disney-owned platforms. It will look to reach 5.7 million parents and kids, and educate the public about the FA and Disney's collaboration.

A social campaign targeting mums and dads will feature on Disney's Facebook, YouTube and Instagram pages.

“This campaign highlights how by using Disney’s storytelling and characters, we can help The FA attract new audiences to FA Girls’ Football Week and showcase that there are opportunities for girls of all ages and experience to take part; from those who have never kicked a ball before, to those who play regularly," ​said Anna Hill, chief marketing officer, Disney UK and Ireland.

“This is another great example of Disney’s healthy living commitment in action, where we use Disney’s characters and IP to encourage families and children to be more active together, and at the same time empowering girls and building their self- confidence.”

Disney has launched a number of initiatives focused on both diversity and healthy living over the past few years. At the end of last year it pledged to ditch stereotypes around dads in its marketing, while its first campaign with the FA – 'Dream Big Princess' – saw the England women's football team challenge cliches of what it means to be a 'modern princess'.

FA Girls' Football Week takes place from 23 April to 29 April, with Disney and the FA looking to exceed 2017’s participation figures of 60,000 girls taking part in over 1,400 sessions delivered in schools, universities, colleges, clubs, community groups and other organisations across the country.

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