A new female empowerment initiative from Manchester United global partner Chevrolet called #BeAGoalkeeper encourages girls to set life goals and aims to provide the support and tools needed to achieve them.
The campaign, which also sees the car company and Utd shirt sponsor partner with the Women’s Sports Foundation, aims to ‘demonstrate the possibilities sports can provide to millions of girls worldwide’ and to provide a range of tolls and resources to inspire and empower girls to become the next generation of female leaders, to stay in sport, and to pursue their athletic and professional goals.
#BeAGoalkeeper is led by an initiative introduction film that urges viewers and fans to show support to keep girls ahead of the game through the hashtag #BeAGoalKeeper.
At the vanguard of the programme’s launch phase, Chevrolet hosted 11 girls, or ‘GoalKeepers’, aged between 11 and 15-years-old and drawn from different parts of the world, as mascots for United’s home match game against Tottenham Hotspur.
11 @Chevrolet GoalKeepers get ready to take the pitch for the very first time. #mufc #BeAGoalKeeper #MUNTOT pic.twitter.com/sscDtCFf9v
— Chevrolet FC (@ChevroletFC) October 28, 2017
But this wasn’t just a one off, match day mascot experience.
Chevrolet is also providing the Goalkeepers with mentors based on each girl’s individual ambitions.
Our @Chevrolet GoalKeepers learn that relationships matter on and off the pitch. Reply below with words of encouragement! #BeAGoalKeeper pic.twitter.com/OEEooFhXAh
— Chevrolet FC (@ChevroletFC) October 26, 2017
The campaign also includes 11 stories, told via video, of Chevrolet’s ‘inspiring goalkeepers’.
The initiative is hubbed around the car company’s bespoke football site – at http://www.chevroletfc.com – where the automotive offers a set of relevant tools, utilities and resources: from inspiration content and creative, to education feeds, workshops, a mentoring programme and once-in-a-lifetime experiences that include meeting Manchester Utd players.
The site also lays out the initiative’s intentions and ambitions:
“As a football fan, you believe in always moving forward and never giving up. So do we. That’s why we build the most ingenious lineup of cars, trucks, and SUVs that enable you to make every mile matter. And, that’s also why we are a proud supporter of Manchester United. We bring you closer to the game you love. Join our growing @ChevroletFC social fan community to explore content you can’t get anywhere else”.
There are future supporting assets across rights-holder and sponsor digital and social space.
.@ManUtD surprised our @Chevrolet GoalKeepers w/the lesson of how sport=success. Reply back with advice to inspire our girls! #BeAGoalKeeper pic.twitter.com/zK2APw3HDq
— Chevrolet FC (@ChevroletFC) October 27, 2017
You've seen amazing stories of our 11 @Chevrolet GoalKeepers. Can you guess which one said this quote before time runs out? #BeAGoalKeeper pic.twitter.com/VcUFJxnE44
— Chevrolet FC (@ChevroletFC) October 25, 2017
Research behind the initiative, led by consultancy Ernst & Young, found that 94% of female leaders played sports as a child (football just being one of them),
94% of female leaders played sports as a child. RT your support to keep girls ahead of the game. #BeAGoalKeeper pic.twitter.com/UZbJpBf1Q0
— Chevrolet FC (@ChevroletFC) October 11, 2017
“Girls who play sports are more likely to graduate from college, have successful careers and become leaders, which is why we have created our GoalKeepers initiative,” said Chevrolet partner company GM chairman and chief executive officer Mary Barra.
“As part of this wider campaign, Chevrolet has dedicated this year’s mascots program to help girls keep ahead of the game and achieve their goals on and off the pitch.”
Manchester United’s group managing director Richard Arnold added: “Chevrolet has partnered with Manchester United since 2014 as the official shirt partner of the club and we are very proud to have supported its Mascot Program for the last three years, creating lasting memories for youth athletes and provide important life skills through the Mascots Program.
“In addition, the club is also proud to support a number of programs through the Manchester United Foundation which encourage girls to participate in sport within schools and communities in the Greater Manchester area. Last year, the Foundation’s Girls’ Development team worked with almost 3,000 girls, creating a series of workshops and training sessions aimed at young female players, helping improve the skills and confidence in all areas of life.”
Comment:
This female empowerment programme, part of the wider current sports space spread of women’s sport and women’s sports sponsorship, follows on from previous Chevrolet/Man Utd activations that include the 2017 ‘Everything But Football Football Show?
plus the 2016 Paul Pogba signing stunt built around his arrival in a Chevy Camaro (see case study) as well as 2015 work spanning sponsor soccer stunts like the ‘Crossbar Challenge’ (see case study).
Links:
Chevrolet
https://www.youtube.com/user/ChevroletFC
https://www.facebook.com/ChevroletFC
https://twitter.com/ChevroletFC
https://www.instagram.com/chevroletfc/
Manchester United
https://www.facebook.com/manchesterunited/
http://www.manutd.com/en/Club/Sponsors.aspx
https://www.instagram.com/MANCHESTERUNITED/
https://plus.google.com/+MANUTD
https://www.pinterest.com/manutd/
Women’s Sport Foundation
