This ad will be closed automatically in X seconds.

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

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.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Opportunities abound for licensees as hotly tipped service arrives on March 24, as TV spots and pre-launch subscription offer hit....
Acamar signs new partnership with Gulliver's Land and renews CBeebies Land deal....
Billie Jean King, Ella Fitzgerald and Florence Nightingale join five other women in the range....
European agency adds new comedy action animation from Zag to portfolio....
Activewear brand will open Covent Garden pop-up for four weeks from February 28....
Europe’s largest toy store revealed as home to the newest Funko Zone....
Get the latest news sent to your inbox
Subscribe to our daily newsletter