Chloe Morgan, English Footballer on Changing the Game: How She's A Baller (SAB) is redefining women's football culture and how your brand can positively influence the women’s game too
26 November 2024
From Chloe Morgan, Head of creative agency and social platform, She’s A Baller
Women’s football is enjoying an extraordinary moment of transformation, but like any revolution, it comes with both triumphs and challenges. Having spent years on the pitch with Arsenal Women, Tottenham Hotspur Women, and Crystal Palace Women, I’ve seen firsthand how far the game has come. Today, as Head of She’s A Baller (SAB), I’m fortunate to lead a platform at the forefront of championing women's football culture. Together, we’re not just reflecting on the game’s growth but actively shaping its future.
She’s A Baller started in 2019 to fill a glaring gap: a dedicated space for women’s football fans to celebrate talent, connect with their community, and amplify their voices. In just over five years, SAB has cultivated a thriving ecosystem of fans, creatives, and advocates.
But we know the work to continue elevating and celebrating the women’s game is far from done. From deep-rooted inequalities to persistent stigmas, we still battle barriers that threaten its progress. At SAB, we aim to break down those barriers by driving impactful storytelling, fostering authentic brand partnerships, and empowering the diverse communities that breathe life into the sport.
Building a community of connection
The 2024 Women’s Football Fandom Report, our first piece of research specifically from the SAB brand, highlighted the profound connection fans feel toward players. Sixty-one (61%) percent of women’s football fans consume content about their favorite players primarily on social media. This tells us something crucial: the women’s game thrives on personal stories and relatable role models. ‘You can be what you can see.’ Female athletes like Leah Williamson and Mary Earps are not just sports icons; they’re cultural beacons for authenticity, resilience, and inclusivity.
At SAB, we’re building bridges between players and fans by spotlighting these narratives. Whether it’s through social media campaigns, in-depth interviews, or creative collaborations, our goal is to champion, educate, engage and tell stories which resonate with our audience. Football is more than what happens on the pitch—it’s about shared values, representation, and inspiring all generations.
Partnering with purpose
Partnerships are the lifeblood of sustainable growth in women’s football. Yet, our fandom report revealed that sadly 36% of female fans believe brands don’t do enough to support the women’s game. This represents both a challenge and a huge opportunity.
At SAB, we support brands by helping them better understand the women’s football landscape, ecosystem and context. We also work with brands to help them understand the importance of engaging with women’s football consistently and in the long-term, appreciating that tournament success is not the only end goal.
Brands like adidas and EA Sports have paved the way with thoughtful sponsorships and female-specific products, but there’s also room for innovation. As we prepare for milestones like the 2025 UEFA Women’s European Championship, we’re encouraging brands to add real value to the space by listening to what people at all levels of the ecosystem need.
This could be investing in grassroots initiatives, co-creating content with players, supporting LGBTQ+ spaces in football, finding untold stories and ways to increase accessibility. After all, 93% of LGBTQ+ football fans say representation is critical—and this extends to how brands show up in the sport.
Advocating for safe and inclusive spaces
Women’s football isn’t just a safer space for LGBTQ+ and female fans—it’s a thriving one. Our report found that 96% of LGBTQ+ fans feel safe at women’s games, a stark contrast to the unfortunately sometimes-hostile environments of men’s matches. This safety fosters a culture of belonging and joy, attracting a loyal and growing fanbase. At SAB, we’re doubling down on this inclusivity.
Our platform actively amplifies voices from the LGBTQ+ and non-binary communities, ensuring their contributions to football are celebrated, not sidelined. Beyond that, we’re tackling structural inequalities, from advocating for equal pay to calling out misogyny in football media.
Harnessing social media’s power
The modern football fan consumes the game differently. Platforms like Instagram, TikTok, and YouTube dominate the women’s football space, offering a playground for creativity and engagement. SAB leverages this by producing content that blends entertainment, education, and advocacy. From viral moments to in-depth series, we’re meeting fans where they are, while pushing the conversation forward.
Our fandom report also highlights the untapped potential of watchalongs and fan gatherings, with 96% of fans expressing interest in such events. SAB is stepping up to organise these experiences, blending physical and digital worlds to unite the beautiful community.
The path forward for brands and women’s football
The women’s game is more than a sport—it’s a movement that challenges societal norms, uplifts marginalised voices, and inspires change.
As Head of She’s A Baller, I’m energised by the role we play in shaping this landscape. By blending authenticity with innovation, we’re not just reflecting women’s football culture; we’re creating it.
The future is bright, but it requires a huge amount of collaboration across brands, clubs, sponsors, rights holders and media to realise its full potential.
Together, we can ensure that women’s football isn’t just seen on a larger screen but that it is celebrated, invested in, and truly valued.
She’s A Baller (SAB) is part of the wider football media business, Rising Ballers.
https://www.instagram.com/shesaballer
