Gillette Empowers Women's Football: Challenging Stereotypes and Inspiring Inclusion
Women's football is on a relentless rise globally, and Italy is no exception to this remarkable growth. While the sport continues to gain momentum, it still faces the challenge of overcoming deep-seated prejudices. In light of this, Gillette, a renowned leader in the shaving industry and an avid supporter of sports, has teamed up with the Italian Football Federation (FIGC) to endorse women's football through their project "Passion for football makes no distinctions." This partnership, grounded in shared values and mutual passions, was officially sealed on May 2 in Rome, in the presence of FIGC President, Gabriele Gravina, and Paolo Grue, CEO of Procter & Gamble Italia.
Embracing Diversity and Inclusion: Gillette's commitment to supporting the Women's World Cup aligns with their dedication to diversity and inclusion, which is upheld by the entire P&G Group. Paolo Grue, President, and CEO of Procter & Gamble in Italy emphasized that Gillette's association with the women's national football team extends beyond a sponsorship; it serves as a powerful statement against gender stereotypes, advocating the right to choose the sport of passion freely.
Empowering the Future Generation: The promotion of women's football in Italy, particularly among the youth, represents both a sporting and cultural challenge. Gabriele Gravina, President of FIGC, expressed his delight in having a global brand like Gillette contributing to their initiatives. This partnership not only supports the national team but also engages families in an innovative project aimed at transforming perceptions of women's football. While progress has been made in recognizing women's football rights, the ultimate goal is to eradicate prejudices that hinder its complete integration into all aspects of Italian society.
The "Passion for Football Makes No Distinctions" Project: This collaborative project between Gillette and FIGC has set in motion a series of initiatives on social media and playing fields, with the purpose of creating a positive cultural impact on women's football. By directly engaging with enthusiasts, players, and their families, the project seeks to challenge stereotypes and foster an inclusive environment for the sport.
The #SupportYourDaughter Campaign: With the FIFA Women's World Cup 2023 approaching in New Zealand, Gillette initiated the #supportyourdaughter campaign in May. This campaign invited fathers from all over Italy to film themselves playing football with their daughters, encouraging gender-neutral support for the sport. The initiative aimed to send a powerful message of inclusivity and unity, with the chance for one lucky family to win a trip to attend a match at the Women's World Cup.
Expanding the Impact: Gillette's commitment to women's football doesn't end with the World Cup. Post-tournament, the company plans to continue its efforts with initiatives that will leave a lasting impression on Italian soil. One such initiative, in collaboration with FIGC Youth and School Sector, is the launch of "Play Days" from September 23rd onwards. This nationwide event will engage over 2,000 girls from primary and secondary schools, further encouraging their participation in football and dispelling stereotypes.
Celebrating Unity in Sports: The "Passion for Football Makes No Distinctions" project has garnered widespread support, and Christian Capotondi, godmother and supporter of the initiative, commends Gillette for taking a stand for women and Italian football. The bond that many athletes share with football, cultivated through familial connections, is a testament to the sport's beauty and its potential to unite generations.
Gillette's partnership with FIGC represents more than just a sponsorship; it symbolizes a shared commitment to breaking down barriers and fostering inclusivity in women's football. Through their "Passion for Football Makes No Distinctions" project, Gillette is redefining societal norms, promoting equality, and empowering the next generation of female footballers in Italy. By leveraging their global influence and aligning with the values of diversity and inclusion, Gillette is contributing significantly to the growth of women's football as a force for positive change in society.