Disney and The Football Association have joined forces to forge a three year partnership to increase the role football plays in girls’ lives across the UK.
The new partnership aims to increase participation in and challenge the perceptions of girls’ football, as well as build self-confidence in young females up and down the country.
Earlier this year, the FA revealed its strategy for women and girls’ football with an initiative called Gameplan for Growth. The concept is to double the number of fans by 2020.
Adjacently, Disney has a longstanding global commitment to healthy living, having recently launched its Let’s Go campaign in the UK.
The first initiative of the partnership sees Disney team up with the England women’s football team to challenge the clichés of what it means to be a modern Princess, in an effort to promote and inspire girls to fulfil their potential.
The Lionesses, led by captain Steph Houghton, have now channelled their innder Disney Princesses, including Belle, Jasmine and Rapunzel to show young girls that footballers can also be princesses, with attributes such as courage, determination and kindness.
Off the back of the campaign, Disney and the Lionesses are encouraging the public to share their own inspiring and motivational images for young girls using #DreamBigPrincess.
Anna Hill, chief marketing officer, Disney UK and Ireland, said: “At Disney we always want our characters and storytelling to be really relevant, inspire and empower children to be confident and believe in themselves, so we’re excited to be teaming up with The FA and kicking off our partnership with such an exciting campaign with the Lionesses.
“Disney has a long-standing commitment to healthy living so by encouraging girls to get our and play football, this partnership will help both organisations achieve their goals.”
Mark Bullingham, The FA’s group commercial director, added: “We’re delighted to announce our partnership with Disney as the perfect company to help us double girls football participation by 2020.
“We both want to get a new generation of girls active through football, to have fun while learning life skills. Working together with Disney’s unique range of channels, characters and franchises will help us to achieve this.”