Women’s football, FIGC and Gillette on the pitch ahead of the World Cup in New Zealand in July

Listen to the audio version of the article

Gillette takes the field alongside the women’s national team engaged in July New Zeland in the 2023 World Cup. The “Passion for football makes no distinctions” project consists of a series of initiatives, on social networks and on playing fields, to generate a positive cultural impact in the perception of women’s football and concretely support the basis of the Italian movement. The agreement between Gillette and FIGC was signed yesterday, May 3, in Rome in the presence of the President of the Figc (Italian Football Federation) Gabriele Gravina and the managing director of P&G Italia Paolo Grue.

The premise of the agreement

Women’s football is an increasingly established and important reality all over the world; in Italy it is an ever-growing sporting phenomenon (just remember the exciting performance of the Azzurri at the French World Cup in 2019, then won by United States ), but with wide margins for further development that can be achieved above all by overcoming some still widespread prejudices. «Gillette – explains Paolo Grue, President and CEO of Procter & Gamble in Italy – has always been close to the world of men and sport. Supporting this well-known brand with our women’s national football team, supporting education activities for students and adults to contrast stereotypes and prejudices towards young girls, consistently expresses the values ​​of diversity and inclusion supported by the entire P&G Group. Thanks to its popularity and relevance for millions of people – it continues Grue -, with Gillette we have chosen to support the Women’s Soccer World Cup, siding alongside women to send a message of the fight against gender stereotypes and to support full freedom of choice for everyone in the sport they want to practice”.

A sporting and cultural challenge

«The promotion of women’s football in Italy, especially among the younger ones, represents a challenge from a sporting point of view – declares Gabriele Gravina, FIGC President – but also and above all from a cultural point of view. We are happy that a global brand like Gillette has decided to contribute to the path taken by the FIGC by supporting the national team, which represents the pinnacle of the movement, and directly involving families in this exciting and innovative project. Italian women’s football is growing in numbers and in the recognition of some rights, but the real objective of the Federation is to definitively break down the prejudices that still hinder its complete diffusion in all areas of our country”.

Passion for football makes no distinctions

The Azzurre Lisa Boattin, Barbara Bonansea, Valentina Giacinti, Laura Giuliani, Manuela Giugliano, Elena Linari, the Ambassadors Gillette, Bobo Vieri and Alessandro Cattelan are involved in the project, together with Cristiana Capotondi, godmother and supporter of the project. In an important year for women’s football, during which the Fifa Women’s World Cup 2023 in New Zealand, the project is aimed at enthusiasts, practitioners and their families.

We will start in May with the social campaign #supportyourdaughterin which Gillette and the players of the women’s national team will challenge all the fathers of Italy to make a video in which they play football with their daughter, to win a trip to New Zealand and attend a match of the FIFA Women’s World Cup 2023. At the beginning of July, the project will be the protagonist, through further activities, on the occasion of the last friendly match of the Azzurre before the World Cup.