By Amy Houston, Senior Reporter

July 1, 2022 | 3 min read

Sports Direct, alongside media company Copa90, has launched a multi-million-pound creative campaign to champion equality within football.

‘Girls Don’t Like Football, We Love It!’ harnesses the energy of Euro 22 to drive the visibility of players, coaches and women in football. Throughout the spot, viewers can feel the passion women have for the beautiful game. It shows that in spite of all the barriers, there is a rising tide of women who feel passionately about the sport, and invites the next generation to see that football is an option for them.

“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,” said Beckie Stanion, chief marketing officer at Sports Direct.

“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.”

Fans will recognize a few familiar faces in the film, including Stina Blackstenius, Millie Bright, Jess Carter, Lauren Hemp, Sam Kerr, Ellen White, Alessia Russo, Nikita Parris and Georgia Stanway.

Working alongside Copa90, the retailer commissioned in-depth interviews with fans, grassroots teams, elite players and managers alike to evaluate the women’s football landscape from the bottom up.

“What flowed naturally from the brief was a campaign that addressed this archaic misconception that ‘girls don’t like football,’ playfully countering it,” added Gavin Rowe, chief creative officer at Copa90.

“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.”

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