To kick-off Barclays FA Women's Super League, as title sponsor, the bank has launched 'History Is Anyone's Now' - a campaign that centres on the opportunities that Barclays helps to create for women and girls through football.
Created by Iris London, the campaign is inspired by the fact that while awareness of the women’s elite game is growing rapidly, it is still much smaller than the men's game.
Alongside celebrating the beginning of the cup, 'History Is Anyone's Now' highlights Barclays' and The FA's grassroots work to make football accessible to all girls in schools by 2024.
In a bid to provide more opportunities for girls to participate in football, as the main sponsor of the FA Girls’ Football Schools Partnerships, Barclays aims to deliver football through 100 hubs covering 6,000 schools across the country.
To accompany the film launch, Iris London has created a TV spot about a young girl who is engaged and passionate about football. The film opens with her observing her male school pals playing, while she is stuck on the sideline - not allowed to join in.
It then flicks through opportunities for history to be made within the female game; the yet to be made statues, yet to be named stadiums, yet to be written headlines.
The ad ends with the voiceover telling the viewer: “This is your chance to become an icon, a hero, a legend.” The film closes with the female donning her kit, joining her team and playing the beautiful game. She is in the game and has the opportunity to enjoy it and go as far as she can."
Discussing the launch of the campaign, Tom Corbett, Barclays head of sponsorship and media, said: “With a successful professional game and equal opportunities for girls at the grassroots level, we can change the perception over time so that the national game is for everyone.”