Grassroots Football Resilience

Grassroots football, particularly among female-identifying and non-binary teams, is demonstrating resilience and rewriting the rules of the game, despite facing funding challenges and systemic inequities.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Diversity Entrepreneurship Equity & Inclusion (DEI) Social Change Sports & Recreation

Impact areas

Community Building social justice Sports

Detailed Analysis

Despite facing funding challenges and systemic inequities, grassroots football, particularly among female-identifying and non-binary teams, is thriving. These communities are rewriting the rules of the game, prioritizing inclusivity and authenticity over traditional notions of football culture. "Female-identifying and non-binary football is redefining grassroots culture," the document asserts, highlighting the transformative power of these movements.

Context Signals

The FA's "Survive, Revive, Thrive" strategy making moderate progress but facing challenges. The intersection of social media-driven teams, elite teams, and rural teams in female-identifying and non-binary football. Mercury 13's focus on sharing equity across women's football.

Edge

Brands seeking to engage with grassroots football must invest genuinely and avoid lip service or transparent agenda-seeking. Supporting grassroots efforts, investing in genuine partnerships, and vocalizing values are crucial for the future of the game. The focus should remain on representing fans and avoiding the pitfalls of chasing money over manifesto.

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