01 Aug 2022

By: Sport Industry Group

Online food delivery service Just Eat, partner of UEFA Women’s Football, has launched the 101, an initiative to encourage girls and women across the UK to pick up their boots and get playing in the wake of England women’s impressive tournament victory.

The 101 will see the food delivery app kick-start 101 new women’s grassroots teams in a campaign by London-based sports marketing agency Dark Horses.

The initiative comes 101 years since women’s football was banned in the UK. Now, with the sport going from strength to strength, and England winning the Women’s Euros, the initiative aims to enable more girls and women to get involved in the game.

The campaign launches with a 30-second film, directed by female duo Pip & Lib from London-based video production agency Untold Studios, which stars England and Arsenal midfielder Jordan Nobbs, who declares women’s football is ‘bigger and better than ever’ as a lively game kicks into action.

Showing grassroots football in its raw form, the playful film stars six of the 101 women’s teams kitted out in the Just Eat strip, demonstrating their skill, energy and team spirit. The film aims to inspire, deliver joy and encompass the feelings of camaraderie that many women seek when joining a football club.

Alongside the 101, Just Eat has launched the “Hot Takes” podcast, a new series hosted by presenter and journalist, Kelly Somers and DJ Monki, who plays for Dulwich Hamlet. Each week, the series tackles different football topics and issues, interviewing inspirational women across the sport, from players, referees, coaches, to fitness and medical teams and women in the boardroom. The ambition is to shine a light on the role models and mentors from across the women’s game.

Steve Howell, Executive Creative Director at Dark Horses, said, “Inspiration and opportunity are two of the biggest contributing factors in the future of any sport, so being able to do both in one campaign is always an exciting opportunity.  And with the England team doing so well at the moment, hopefully the Hot Takes podcast and 101 initiative will be able to build off their success and enable even more young fans to get involved in the beautiful game.”

Matt Bushby, UK Marketing Director at Just Eat, added, ‘’While the success of the Lionesses will no doubt inspire thousands of girls and women, more support is needed to help aspiring players thrive. Grassroots is the undisputed foundation of football in the UK and our hope is that the Just Eat 101 initiative makes this foundation stronger.”

Jordan Nobbs, England and Arsenal footballer, commented, ‘’I’m really excited to be a part of Just Eat’s 101 initiative. The women’s game has come so far in 101 years but there is still some work to do to break the stigma and provide the next generation with the tools to get involved and thrive in the sport.

“Grassroots football is where many girls start their football journey, so making sure they have access to opportunities is so important. Just Eat’s 101 initiative is great as it’s helping to make this possible and most importantly, it’s showing girls and women that they don’t have to be a Lioness to roar on the pitch.’’