Sports Marketing

Southampton announces new partnership with Her Game Too


Ahead of International Women’s Day (8th March 2023), Southampton Football Club has announced a new partnership with the female football supporter’s organisation Her Game Too, which aims to tackle sexism in sport.


The partnership will see the south coast team create a dedicated female supporters’ group for Southampton FC fans – 41%* of fans are female (joint highest in the Premier League) – providing a safe space for female fans to come together and share the matchday experience.


The partnership has been announced alongside news that the Southampton FC Women has reported a 454% growth in women’s game attendance and a 180% growth in women’s season ticket holders since last year.


As a result of the club’s ongoing focus on equality and inclusion, the year-on-year increase can be attributed to several club-wide initiatives that promote women’s football, encourage allyship, and inspire more girls and women to take up the sport.


This includes working closely with its partners, such as Starling Bank, to support the women’s football team in achieving its goals and ensuring the matchday experience for the women’s team matches that of the men’s team.


The club has also been working hard to boost the visibility of its female players by ensuring gender parity across its marketing campaigns.


Discussing the new partnership, Jasmine Newberry, Saints’ Her Game Too ambassador, said: “Football is a game for all – and I’m looking forward to working with the club to promote this message, educate others on what it means, and develop true inclusivity for fans, aspiring footballers, and the women’s team. Everyone deserves to feel safe, welcome, and accepted in football. It’s Her Game Too.”


Sharing his thoughts for a greater level of gender equality within football, Toby Steele, Managing Director at Southampton FC, added: “While we appreciate there is still some way to go until gender equality within football is achieved, we have made great progress in this area over the last year.


“We hope our partnership with Her Game Too will help fortify our commitment to ensuring women are represented equally in football and demonstrate our wholehearted commitment to ensuring all fans, regardless of gender, feel welcome and safe at St Mary’s.”


Aiming to inspire the next generation of women leaders, the club recently hosted an event at the stadium for 20 young women and girls aged 11-16 to develop leadership qualities.


Part of the Premier League Changemakers programme, the event allowed attendees to ask panellists, including Women’s first team player Ella Pusey and Laura Bowen, Lead Sports Scientist for Southampton FC Women’s team, about their career journeys and experiences at the club.




Image: Southampton FC Men’s First Team Goalkeeper, Gavin Bazunu wearing the Her Game Too shirt during a warm-up against Leeds on 25 February 2023

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