Football Beyond Borders
The New Era of Football

Film & Campaign Description

Following the Lionesses’ landmark Euros win in the summer of 2022– hailed as a breakthrough for the women’s game – 46% of teen girls say they are watching more football than ever before, yet 53% say they rarely or never play football at all (Football Beyond Borders research, 2023), demonstrating that their interest is not translating from screen to squad and a legacy opportunity has been missed.

When asked what is stopping teen girls from playing the results are wide-ranging – from being told they can’t play football while wearing their hijab, schools removing girls' football when certain PE teachers leave or boys’ tendency to dominate the football pitches in schools.

Ahead of the 2023 Women’s Football World Cup and the increased attention on Women’s football, FBB were determined to ensure the Lionesses’ crucial legacy opportunity was not missed this time. They set out to ensure a generation of teenage girls weren’t left behind by:

- Generating mass awareness of the barriers preventing young girls from playing football

- Raising enough money to fund 100 places for young girls on FBB programmes

- Raising awareness of FBB’s work and how the general public can support it

The film told the stories of the girls positively affected by FBB. The girls developed their relationship skills, engaging in intergenerational dialogue and communicating their stories to an array of people from different demographics whilst developing their understanding of marketing, sales and behavioural psychology.

Football Beyond Borders

FBB works with young people who are passionate about football but disengaged at school, to help them finish school with the skills and grades to make a successful transition into adulthood. We do this by providing long-term, intensive support, built around relationships and young people’s passions, in the classroom and beyond.

UN Sustainable Development Goals

We align with the following UN Sustainable Development Goals: