“A mission to do good”
At the core of our business is a mission to do good—reaching underserved communities and using our platform, alongside our relationships within the media industry, to elevate those groups. We aim to create dynamic opportunities that break down historical and societal barriers, driving investment back into the organisations and platforms that represent them.
In September 2024, we proudly produced and launched It’s Her Game, a football skills and ball mastery tutorial series featuring former England Lionesses Kelly Smith and Toni Duggan. In partnership with EAFC 25 and our charity partner, a female-led grassroots organisation, Goals 4 Girls, the series was designed to break down some of the barriers preventing girls from participating in football, inspiring them to take their place on the field.
The impressive growth of women's sports in recent years has positively impacted grassroots women's football. However, the gap between grassroots and professional football remains, which was the driving force behind this project.
Since 2020, The Football Association has reported an increase in participation, with 129,000 girls playing in schools and over 30,000 women and girls playing recreationally. The number of female coaches has also grown by 88%, and female referees by 113%. The success of the England Lionesses at the 2022 Euros further fueled the rise of the women’s game, driving record attendance at WSL matches and making history when Rebecca Welch became the first female referee to officiate a men’s Premier League match. In 2024, Arsenal WFC announced they would play the majority of their home matches at The Emirates Stadium for the 2024/25 season.
Despite these strides, a 2022 study by Women in Sport revealed that 43% of girls who identified as "sporty" quit sports by the end of puberty (ages 16-17). The primary reasons cited were "fear of being judged" and "lack of confidence in front of peers." Additionally, a recent Women in Sport article found that 8 in 10 girls believe women’s sport isn’t taken as seriously as men’s, with a lack of funding and opportunity preventing many young girls from seeing a viable career as professional athletes.
We produced It’s Her Game, a six-part series aimed at building confidence and inspiring girls to participate in football, whether at school or in a club. We brought together former England Lionesses Kelly Smith and Toni Duggan, as well as Goals 4 Girls Ambassadors Karesha Iton and Aisa Jabbi, both former participants of the Goals 4 Girls program.
Each episode highlights two specific football skills or ball mastery exercises, and the final episode offers a deeper look into the personal football journeys of all four women.
This is where brand involvement can have a significant impact. Representation and accessibility are key to making communities feel seen, engaged, and welcomed—especially in spaces where they’ve historically felt excluded. Our partnership with EAFC 25 and Goals 4 Girls is focused on breaking down some of the barriers that discourage girls from pursuing sports, particularly football.
Goals 4 Girls is a London-based and female-led charity that empowers young women and girls aged 11-16 from marginalised communities through football, education, and mentorship. It provides a safe environment for them to develop life skills, build confidence, and explore opportunities in football and beyond.
Find out more about Goals4Girls by visiting their website https://www.goals4girls.co.uk/
By providing easily accessible and relatable content, we’ve made it possible for girls to practice their football skills in the comfort of their own homes or gardens, eliminating the pressure and self-consciousness that often comes with practising in front of others. The ultimate goal is to elevate female representation in football content and help girls build the confidence they need to engage with the sport—whether at school, for fun, or even by joining a local club. Through this initiative, we aim to bridge the gap between young women and girls within grassroots football.
We partnered with Giraffe Insights to develop a case study on the impact of this content on its target audience.
“The content resonated well with the target audience and was considered both inspiring and motivating. The positive impact underscores the strength of the messaging and its ability to connect meaningfully with those who matter.”