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Disney scores with UEFA on new Playmakers initiative

New grassroots programme aims to get girls across Europe into football.

Disney has partnered with UEFA to launch a new grassroots programme for girls across Europe, called Playmakers.

The initiative – developed for girls aged five to eight who are not currently playing football – will aim to encourage girls to mimic the roles of Violet Parr and Elastigirl from Incredibles 2, bringing to life the film’s action scenes through movement, teamwork and their own imagination, reported SportIndustry.biz.

It will be rolled out by seven national associations initially, with more joining in the coming months.

Disney also currently has a similar programme with The FA – in collaboration with the Youth Sport Trust and the National Literacy Trust – which uses its storytelling to inspire girls aged 5-11 to get active.

“This brilliant Playmakers initiative is another great example of Disney’s long-term commitment to help future generations lead healthier lifestyles,” said Nicole Morse, vp integrated marketing at Disney EMEA. “By using our much-loved characters and stories as a force for good, we can really make a difference and inspire families and children to be more active.

“We’re very proud that by partnering with UEFA on the first pan-European girls football programme, we will encourage more and more girls across the region to get active, build their confidence and participate in playing football, all in an environment that has been specifically designed for them.”

Early sessions will see Playmakers focusing on building girls’ confidence in their movement, encouraging creative thinking and communicating with their friends. Later sessions will then introduce basic football skills, with the programme putting the emphasis on making sport fun.

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