Her Game Too WBA’s fight to put an end to sexism in football

Vick Haddock (left) and her Her Game Too WBA team of volunteers - WBA vs Sunderland, 5/4/2025

Vicky Haddock (left) and her Her Game Too volunteers – WBA vs Sunderland, 5/4/2025

 

West Bromwich Albion’s play-off fight has fallen flat in recent weeks; however, one group of supporters still have a much more important battle on their hands. The Midlands club partnered with the Her Game Too campaign in March 2022, and ever since, the initiative has gone from strength to strength, with dozens of female football fans banding together to fight all forms of sexism and discrimination in football in the West Midlands 

The Her Game Too campaign was launched in 2021, posting their first video on the morning of that year’s FA Cup final. Within the first 24 hours, the post garnered over 1 million views, and the group’s brand-new twitter account grew to 6,000 followers. This was a sign of things to come for the group’s founders, with their first EFL partnership with Bristol Rovers following just 4 months later. By December 2021, the initiative had secured their first Premier League partnership with Everton and had joined forces with over 20 of the professional clubs in England. In 2025, the campaign has expanded onto the international stage, with notable work going on overseas in the USA, France, Greece, Kenya and Bahrain among many others, and they are currently partnered with 80 out of the 92 professional football clubs in England. It is a real success story, but for a campaign such as Her Game Too, the hard work never stops, and nearly 4 years on from that original video that started it all, sexism and inequality is still rife in football. 

 

Her Game Too WBA ambassador Vicky Haddock told us how important the Her Game Too initiative is for female football fans across the country: 

“The Her Game Too campaign is incredibly important for female football fans as it shines a spotlight on gender inequality in the sport and works actively to make football a safer, more inclusive environment for women and girls.” 

“It gives a voice to female football fans, tackles sexism and promotes respect and representation for fans in the stands and online, as well as behind the scenes for females who work or play in the game.” 

Since the start of Her Game Too’s partnership with WBA, volunteers and ambassadors have had opportunities to get involved on matchdays and events surrounding the club and have made the most of their chances to expand their network of volunteers and female fans. On a matchday, Vicky and her team take up several roles around the ground to remind match-going supporters of their message. 

 

WBA’s Tom Fellows ahead of WBA vs QPR, 8/3/2025

 

“I engage with fans online, in the stadium and via our WhatsApp group, fostering a welcoming environment for all and offering a point of contact for those who experience or witness sexism or misogyny.” 

“Various members of our Her Game Too team have taken part in pre-match ceremonies, representing the campaign on the pitch.  

“As such, they [WBA] offered us the opportunity to continue being flag bearers throughout the rest of the season. It’s allowed us further visibility and has been great to welcome new members.” 

Abi is a new member of the Her Game Too WBA volunteers’ group, and had her first experience of flag bearing on the 5th April before the Baggies’ match against Sunderland. When asked about the day, she said: 

“It was an important experience to me. To know that there is a dedicated campaign towards supporting women in football, whether that’s playing or supporting, is very encouraging. Their cause is very close to my heart, as a young female football fan who’s recently got into the game” 

 

Her Game Too WBA before WBA vs Sunderland, 5/4/2025

 

“It’s been great to meet other like-minded women and obviously have the opportunity to flag bear at the ground to represent and raise awareness of this incredible campaign.” 

The recruitment of new members and representatives is a key part of what keeps the campaign alive, and facilitates the work needed to keep flying the flag for women’s inclusion at football. But the efforts cannot and will not stop. Insure4sport conducted a survey on 2,011 UK residents in January 2023, where 1 in 6 people said girls shouldn’t be allowed to play football or rugby; 1 in 10 women shared this response. Perhaps even more shockingly, 25% of 16–24-year-olds said that girls should not play football. This proves the need for campaigns like Her Game Too that promote inclusion, and the presence of positive voices online and in the stands is crucial to combat the beliefs of young people that women don’t have a place in football.  

The prevalence of misogynistic voices on social media is one explanation for this concerning rise in sexism from young people. Figures like Andrew Tate have amassed enormous followings by preaching an anti-female rhetoric which has bled into many other aspects of society, including sport. Therefore, it is more important than ever to challenge these outdated views when we hear them, and to get involved with anti-inequality initiatives and events around your own sports clubs. Tackling sexism and abuse in all walks of life is everyone’s responsibility, be it in person or online. It is not enough to simply be a bystander, as these views going unchallenged sets a dangerous precedent and only harbours discriminatory behaviour towards women and girls in society. 

 

Abi flagbearing for Her Game Too for the first time at WBA vs Sunderland, 5/4/2025

 

Vicky told us how fans, male or female, can get involved with supporting their local campaigns: 

“The campaign often seeks volunteers for matchdays, social media outreach, and more. Getting involved in these efforts can directly impact local football communities. 

“Clubs often host events like panel discussions, Q&As with players, or themed matchdays around Her Game Too. Attending these or helping to organise them shows solidarity and can help grow the campaign’s reach. 

“Report incidents. If fans witness or experience sexist abuse at games or online, they’re encouraged to report it, either through their club’s official channels, or directly to Her Game Too/Kick It Out. The campaign works closely with clubs to ensure these reports are taken seriously and addressed appropriately. 

“Every action, big or small, helps push the message that football should be a safe, inclusive space for everyone.” 

Leave a Reply

Your email address will not be published. Required fields are marked *