Standard Chartered and Liverpool Football Club have promoted the ‘Play On’ initiative at Anfield, aiming to address the challenges girls face in remaining active in sports. The campaign seeks to raise awareness about the importance of keeping girls engaged in sport, where they can develop life and leadership skills.
The initiative was featured at two recent fixtures against Manchester City Women’s Football Club and Manchester United Football Club, with over 71,000 people attending at the stadium and millions watching worldwide. Both Liverpool’s Men’s and Women’s teams wore shirts displaying the ‘Play On’ logo.
Standard Chartered gathered supporters of women’s football, including Liverpool FC Women Ambassador Natasha Dowie and former club captain Niamh Fahey, along with representatives from organizations such as UN Women, UEFA, Plan International, and Women Win. These groups met at the Liverpool vs. Manchester United match on October 19 to discuss ways to support girls in sport and to explore collaboration opportunities.
Tanuj Kapilashrami, Chief Strategy & Talent Officer at Standard Chartered, said: “We’re harnessing the power of our brand and partnership with Liverpool Football Club to bring global awareness to our shared ambition to help girls stay in sport. ‘Play On’ shows what’s possible when brands come together – using our collective global reach to elevate the narrative that girls belong in sport and create opportunities for girls everywhere to thrive.”
Despite the increasing popularity of women’s sports and high-profile successes such as England’s Lionesses inspiring young athletes, research indicates that girls are twice as likely as boys to drop out of sport by their mid-teens. Without sustained support, there is concern that progress in women’s sports may not continue for future generations.
The ‘Play On’ program was established by Standard Chartered and Liverpool FC in 2023 to help ensure that young girls remain involved in sports. It highlights barriers including access issues, social stigma, safety concerns, and lack of opportunity. The initiative also emphasizes the benefits of sports participation beyond physical fitness, such as building teamwork, resilience, decision-making skills, self-esteem, and leadership abilities.
Professor Laura McAllister, Vice President of UEFA, commented: “One of UEFA’s missions by 2030 is to make football the most played team sport for women and girls in every European country, by developing clear pathways for players, coaches, and referees, as well as expanding grassroots opportunities. We know there are still many barriers that girls face when it comes to playing football and sport more broadly, which is why I’m fully supportive of Standard Chartered’s ‘Play On’ initiative. Whilst we have a long road ahead to ensure that every girl has the same opportunity to play sport, it was both encouraging and motivating to be in a room full of brilliant people who share the same passion and commitment to giving women and girls fairer opportunities – both on and off the pitch.”
Jayathma Wickramanayake, Policy Advisor for Sport Partnerships at UN Women, stated: “Supporting girls to play sport is an investment in their futures. It builds confidence, leadership, and life skills that help them stay in school, delay early marriage, and expand opportunities. UN Women is proud to support the Play On initiative to ensure every girl has the right to play, lead, and thrive. Sport is more than a game – it’s a powerful driver of equality and social change.”
Natasha Dowie added: “Sport has the power to shape who we are – to build confidence, resilience and belief. Seeing so many incredible women leaders and organisations at Anfield who share that vision was powerful. ‘Play On’ is about more than sport; it’s about helping girls see what they’re capable of and giving them the support to keep going.”
The campaign continues Standard Chartered’s efforts to use its sponsorship platform to promote gender equity in sports.