Digital banking firm Starling Bank has unveiled its latest brand campaign which aims to increase the representation of women and girls in grassroots football.
Following on from its sponsorship of last summer’s Women’s Euro, ‘Kick On with Starling Bank’ will provide free football kits, coaching vouchers and equipment to women and girl’s grassroots teams across the country.
The campaign was launched following research that revealed many female grassroots football teams were struggling to offer equal training opportunities in the face of the cost-of-living crisis. Women’s grassroots football saw a 73% surge in demand after the Euros, and yet 72% of grassroots teams say that they are struggling to pay for basic necessities such as kits.
The bank has partnered with Lionesses star Jill Scott MBE to front the campaign, which will include a £200,000-worth giveaway of kit, equipment and coaching vouchers to women and girl’s grassroots football clubs.
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“The Lionesses didn’t just bring it home for England, we brought it home to inspire more women and girls to play the game. Grassroots pitches are where that legacy really begins,” Scott said.
“The cost of living crisis is worrying for clubs everywhere, but it’s amazing to see how hard parents and volunteer coaches are working to create opportunities for women and girls to play. I wish I could thank them all.”
The Gift of Kit forms the latest in a series of initiatives run by Starling Bank to support grassroots women’s football, which has already involved the launch of first ever fantasy football game for women’s football in the UK, and and out-of-home takeovers in London and Manchester featuring star players Rachel Yankey, Lauren Hemp and Jill Scott.
Starling Bank chief banking officer, Helen Bierton added: “Women’s football has come so far in the last year; we cannot let the cost of living crisis derail that progress.”
“That’s why we’ve developed Kick On with Starling. It’s the next phase of our commitment to levelling the playing field, giving grassroots clubs the help they need to make women and girls’ sporting ambitions come true.”
