Uefa in women's football push

Governing body seeks shop to create the next "this girl can" and boost participation.

Uefa wants more women across Europe to watch and play football
Uefa wants more women across Europe to watch and play football

Uefa is looking for an agency to encourage more women across Europe to watch and play football.

The governing body has contacted UK and European agencies directly with a brief. A source described it as "big and ambitious".

A shortlist of agencies has already been chosen and the shops have taken part in the first of two pitches. The process is being run from Geneva, where Uefa has its headquarters.

The brief has been issued ahead of the Uefa Women’s Championships, a quadrennial tournament that will be hosted by the Netherlands in 2017.

It follows a similar brief issued by The Football Association in 2015 to stamp out negative stereotypes about women in sport, which Adam & Eve/DDB picked up.

Also in 2015, FCB Inferno successfully boosted the number of women participating in sport through its "this girl can" campaign for Sport England.

Asked about the brief, a Uefa spokesperson told Campaign: "We can’t confirm that for now." 


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