Harry Redknapp, Ellie Taylor, AJ Odudu, Karen Carney and Jermaine Jenas have all teamed up to promote Heineken’s ’12th Woman’ campaign in support of the Women’s EURO.
The beer brand, an official partner of the tournament, is rallying fans of all genders to get behind their national teams by showcasing a twist on the ’12th man’ term typically associated with collective fan support.
The all-star cast have featured in a 40-second TV spot to challenge the ‘decades-long’ gender imbalance in football language, wearing 12th man t-shirts to show their support outside Wembley.
“For so long football culture and fandom has been influenced by the men’s game,” Heineken marketing manager Stephanie Dexter said.
“So, while the women’s game has grown massively, a legacy of terms such as ‘man on’ and the ‘the 12th man’ continue to dominate. Meanwhile the ‘12th woman’ is relatively unheard of. We want this campaign to help close the gender phrase gap in football language, but also invite a conversation about the entrenched bias and inequality that persists across football culture.”
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According to the beer giant, two-thirds of women in football having experienced gender discrimination.
Harry Redknapp added: “When I was playing professionally it really was a man’s game – women were banned from playing football in 1921 and the Women’s Football Association wasn’t even established until 1969. Thankfully times have changed, and in a big way, and I’m really proud to be a 12th woman and to wear the T-shirt for all to see. Some people could be confused by the term the ‘12th Woman’, they might have to stop and think. But that’s the whole point, that’s what Heineken is trying to do with this campaign.”
Retailing at £12, all profits made from the campaign t-shirts will be donated to Women in Football, an non-profit that supports the women’s game.
Women in Football CEO Yvonne Harrison concluded: “We’ve been really impressed by Heineken’s commitment to addressing gender inequality in football. That’s what Women in Football is all about too, so it’s fantastic to team up with them on the 12th Woman campaign. Every action that supports our work and amplifies our message helps to level the playing field and make football a fairer and better place.”
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