The Football Association (of England) has announced a three-year partnership with Boots UK to support the women’s game alongside all other home nations.
The link up with the UK’s largest pharmacy-led health and beauty retailer will run for the period including the upcoming 2019 FIFA Women’s World Cup in France through to the 2021 UEFA Women’s EURO in England.
The partnership will focus on telling the stories of some of the inspirational role models represented in women’s football to inspire active participation from young girls and women, the FA has stated in a report.
“We’re delighted to be partnering with Boots as the Official Partner of the England women’s team in what is a hugely exciting time for women’s football,” said Mark Bullingham, the FA’s recently-appointed chief executive and current chief commercial and football development officer.
“It’s important that we partner with brands who share our passion for raising the profile of the sport and the ability to help us do so. I look forward to seeing us work together to make the Lionesses household names and inspiring the next generation of girls to take up the game.”
Boots UK’s marketing director, Helen Normoyle, added: “It’s so exciting to see how women’s football has evolved over the last few years.
“Boots has always had a strong heritage of supporting women. In fact, we even founded our very own women’s sports team as early as 1894. Through our new partnership with the FA, we are excited to give these inspirational women the chance to tell their stories, to help encourage other women to experience the transformative confidence sport can bring.
“Boots believes everyone has a right to feel good. Because of that, we’re huge supporters of women’s football, and the incredible impact it can have on improving health and confidence. That’s why we want to be part of elevating the women’s game and are proud to be supporting the five national women’s teams across Britain and Ireland for the next three years.”
During one of the most exciting periods for the women’s game, the partnership marks a unique landmark for women’s football across England, Scotland, Wales, Northern Ireland and the Republic of Ireland.
According to a research, the FA has found that 1.7m girls and women aged five and over partake in football every month and that women’s football has never been more popular. Awareness and participation in the women’s game has a powerful impact on the confidence of girls and women, with 80% of female footballers saying they feel more confident as a result of playing for their team.