U.K. retailer Sports Direct launched a new campaign that promotes gender equality in (European) football. Titled “Girls Don’t Like Football, We Love It,” the campaign was released ahead of the 2022 UEFA European Women’s Football Championship, which starts today. The spot showcases known and unknown female players, coaches and fans, and aims to show that “in spite of all the barriers, there is a rising tide of women who feel passionately about the sport.” YPulse’s recent WE Sports and Athletics report found that 58% of young females consider themselves a sports fan, and that 65% of all young Europeans say that women’s sports are just as interesting as men’s sports. Indeed, brands from TikTok to Heineken have launched campaigns and partnerships to support female football players and fans as young Europeans increasingly push to dismantle gender stereotypes in the sports world. (The Drum)
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