Building a game that is there for everyone

Matthew Riley, Fair Game’s Regional Media Manager, looks at our partnership with Her Game Too

THE first name on the Her Game Too website partnership page is Fair Game UK. There is also very tangible evidence of their connection, with Her Game Too founder Caz also being a Policy Advisor for Fair Game, specialising in helping to build a more inclusive and equal atmosphere in football.

Both campaigns have shared values that reflect, resonate and amplify each other's strategies. Led by the indefatigable CEO and AFC Wimbledon Trust Board member Niall Couper Fair Game UK has a clear focal point and catalyst. Supported by a growing list of ambassadors including the BBC’s Dion Dublin and former Liverpool player John Scales, the drive for fairness and inclusivity chimes with Her Game Too, but Fair Game too pursues them with a different strategy.

One of the key drivers for Fair Game is to engage, enthuse and activate MPs to create and support legislation in pursuit of their aims. The growing band of clubs (31 at the last count)  shares the Football League and Non-League makeup of HGT and divides each group of clubs regionally that also tap into the macro environment of the organisation.

There have been some real seminal moments in the growth of partner clubs. In late October 2021, not only did Montrose become the first Scottish club to join the HGT partnership movement but Sheffield FC considered the world’s oldest club, also got onboard. With each new club that commits to the principles of football for all, the Her Game Too manifesto becomes further embedded in the social fabric of football to the benefit of all fans. 

But it’s a sobering thought that two major not-for-profit organisations like HGT and Fair Game UK set up to tackle sexism and financial sustainability cannot get approval from a single Premier League club. But it is not for lack of trying by both of them.  Both movements share a similar number of key drivers. Her Game Too focusses on awareness, education, research, community, content, club relationships, presence and campaigning whilst Fair Game UK draws on the work done by MP Tracey Crouch, whose long-anticipated report into football has created a great deal of traction and profile for Fair Game. The group’s mission statement starts with a quote from her:

“Football clubs are not ordinary businesses. They play a critical social, civic and cultural role in their local communities. They need to be protected - sometimes from their owners who are, after all, simply the current custodians of a community asset.” 

Niall’s opening salvo also resonates with the ethos of Her Game Too, appealing to the strong bonds we all have with our clubs to forge a better future for the game.

“Fair Game wants fans to be able to put on their club shirt proud of everything it stands for and safe in the knowledge that the heritage and traditions of their club will always be there. Never before have clubs come together like this, but we know that now is the time. We have been working closely with over 30 world-renowned academics and experts to address the problems football faces. This document is the result of over six months of hard work. We want a different future. We need transparency. We need to incentivise good clubs.”