Standard Chartered pitches its support for women and girls to Play On

• Millions tune in to see Liverpool Football Club players highlight the pioneering ‘Play On’ initiative that aims to raise global awareness around the challenges girls face in staying active in sports, where they can learn critical life and leadership skills.
• Women’s sport is experiencing unprecedented growth and the success of the Lionesses has inspired the next generation. Yet, twice as many girls than boys still drop out of sport by their mid-teens.  
• Standard Chartered uses its brand as shirt sponsor to elevate the narrative that girls belong in sport and convenes champions of women’s football, alongside UN Women, and UEFA.

London, UK – In partnership with Liverpool Football Club (LFC), Standard Chartered was proud to bring the ‘Play On’ initiative to Anfield two weekends in a row to underscore the critical importance of keeping girls in sport, for life.

With over 71,000 people in the stadium at their Manchester City WFC and Manchester United FC fixtures, and millions tuning in around the world, fans watched LFC’s Men’s and Women’s teams represent this initiative, spotlighting ‘Play On’ as their front-of-shirt logo.

Inspiring a wave of support for this initiative, Standard Chartered convened champions of women’s football – including LFC Women Ambassador Natasha Dowie, and former LFC Women’s Captain and newly appointed LFC Women’s Technical Co-Ordinator Niamh Fahey– and organisations advancing gender equity in and through sport, such as UN Women, UEFA, Plan International and Women Win, at the LFC vs. Manchester United FC game on 19 October. By sharing experiences advocating for women and girls in sport, these influential figures and organisations explored new opportunities to collaborate so that girls everywhere can confidently ‘Play On’.

Tanuj Kapilashrami, Chief Strategy & Talent Officer, Standard Chartered, said: “We’re harnessing the power of our brand and partnership with Liverpool Football Club to bring global awareness to our shared ambition to help girls stay in sport. ‘Play On’ shows what’s possible when brands come together – using our collective global reach to elevate the narrative that girls belong in sport and create opportunities for girls everywhere to thrive.”

Women’s sport is experiencing unprecedented growth in visibility, popularity, investment and influence. Record-breaking audiences are tuning in, and the success of the Lionesses has inspired the next era of female athletes. Despite this, twice as many girls than boys still drop out of sport by age 14 and without sustained support, this wave of progress risks losing its next generation.

A powerful programme dedicated to ensuring that young girls remain engaged in sport, ‘Play On’ aims to raise global awareness around the challenges girls face in staying active in sports including access and opportunity gaps, social stigma and safety. The initiative highlights the benefits of continued sport participation far beyond fitness such as the development of career skills like teamwork, resilience and decision making, and the cultivation of self-esteem and leadership.

Professor Laura McAllister, Vice President, UEFA said: “One of UEFA’s missions by 2030 is to make football the most played team sport for women and girls in every European country, by developing clear pathways for players, coaches, and referees, as well as expanding grassroots opportunities. We know there are still many barriers that girls face when it comes to playing football and sport more broadly, which is why I’m fully supportive of Standard Chartered’s ‘Play On’ initiative. Whilst we have a long road ahead to ensure that every girl has the same opportunity to play sport, it was both encouraging and motivating to be in a room full of brilliant people who share the same passion and commitment to giving women and girls fairer opportunities – both on and off the pitch.”

Jayathma Wickramanayake, Policy Advisor, Sport Partnerships, UN Women, said: “Supporting girls to play sport is an investment in their futures. It builds confidence, leadership, and life skills that help them stay in school, delay early marriage, and expand opportunities. UN Women is proud to support the Play On initiative to ensure every girl has the right to play, lead, and thrive. Sport is more than a game – it’s a powerful driver of equality and social change.”

Natasha Dowie, LFC Women Ambassador and former player, said: “Sport has the power to shape who we are – to build confidence, resilience and belief. Seeing so many incredible women leaders and organisations at Anfield who share that vision was powerful. ‘Play On’ is about more than sport; it’s about helping girls see what they’re capable of and giving them the support to keep going.”

‘Play On’ was launched in 2023 by Standard Chartered and LFC.  

ENDS

NOTES TO EDITORS

For further information please contact:

Charlotte Love
Director, Sustainability Communications
Charlotte.Love@sc.com