adidas launches WhatsApp service for Pitch Space

For female and non-binary players, easy access to the pitch is one of the biggest barriers to participating in football. That’s why adidas has launched a new campaign called “Pitch, Please” which aims to change this by providing access to a proper infrastructure through a whole new booking service.

As part of the campaign, regular access to pitches at venues across London has been secured for the duration of the UEFA Women’s Euro 2022 tournament, encouraging more female, trans and NB players to continue playing the sport. According to a March 2022 report by Women In Sport, 59% of teenage girls who were previously interested in sport drop out due to inadequate opportunities and facilities. Additionally, research from adidas’ Breaking Barriers Academy suggests that players in male-dominated sports tend to be treated unequally in terms of facilities and access, with some clubs only offering communal locker rooms where not everyone feels comfortable.

“Growing up having a safe and accessible place to play football was so important and without it I wouldn’t be where I am today,” said Everton and England player Toni Duggan in a press release. “I understand firsthand the value that can bring and I know it will really benefit the community.”

The campaign seeks to eliminate this disparity by offering access to players of all skill levels, with players being able to request a session through a WhatsApp booking service. Places will be available at the Haggerston School at the weekends, with further access available through Adidas partner Fulham FC. Overall, adidas is offering over 100 hours of playing time over the duration of the Euro tournament.

“During UEFA Women’s EURO 2022, thousands of women, girls and non-binary people will watch their heroes and be inspired to play, but the significant lack of access to the pitch is a major obstacle to making this happen. This is a real challenge that we must tackle together to ensure an intergenerational opportunity to welcome women, girls and non-binary people into sport is not lost, adds Kathryn Swabrick, General Manager & SVP for adidas Northern Europe , add.

For more information on the WhatsApp booking service, visit the adidas website. In other football-related news, read what England player Beth Mead had to say about the Lionesses’ first EURO game.