The aim of the project was to promote the social and sustainable values of football and to take advantage of the UEFA Women’s Champions League Final as a catalyst to increase the involvement of women and girls in the sport. The way this was conducted was foremost about inspiring, uniting, and building self-esteem, as well as contributing to a more equal sports world.
Through collaboration with the Swedish Football Association, UEFA, and other local stakeholders, a series of actions were undertaken:
Education: The Gothenburg Football Association organized educational sessions aimed at increasing knowledge and confidence among potential female leaders and referees.
Awareness Activities: Targeted initiatives were conducted in schools and clubs to spark interest and inform about opportunities within football.
Legacy Work: A long-term effort was initiated to ensure the positive impacts of the event would last over time. This included campaigns and activities that encouraged young girls to participate in the sport.
Integration Projects: Specific efforts were made to integrate girls from various backgrounds into football. Under #euqalgoalsgothenburg, a more equal sports world is highlighted where everyone is welcome; regardless of gender, age, or background.
Digital Campaign: Due to the restrictions of the pandemic, a greater focus was placed on digital presence, where the message “Dream Big” was emphasized in a film featuring girls from Gunnilse IS.
- Female football referees increased by 100%.
- 30% more female leaders within football.
- Surge in interest for girls’ and women’s football across Gothenburg.
Watch the campaign film “Dreamers” that was created as part of the initiative.