International Women’s Day 2026 marked a powerful moment for Girls United, bringing together players, partners and communities across London and Mexico under one shared message: progress happens when we move forward in numbers.

This year’s campaign focused on collective action, shifting the spotlight away from individual stories to the strength of community. Across both regions, the activity combined football, leadership and storytelling to create meaningful, visible change for the next generation.
“Forward in Numbers” set the tone for IWD26, reinforcing that equality in football and beyond is driven by growing participation and shared momentum. The campaign embedded this message into existing programmes, ensuring it felt lived on the pitch, in schools and within communities.

The result was a joined-up, global activation that connected grassroots delivery with wider visibility and fundraising goals, while keeping player voice at the centre.

Impact at a glance

Across the campaign, Girls United delivered:

  • 6 events across London and Mexico

  • 600 attendees engaged

  • 60,000+ social impressions

  • 9 supporting partners involved

London:


The 9th annual IWD Adult Tournament brought together 200 players across 25 teams at GOALS Wimbledon, creating an inclusive space that celebrated leadership, identity and belonging through football.

Off the pitch, activations from partners including Bodyset and raffle contributions from brands helped turn the event into both a fundraising and community moment, reinforcing the role of partnerships in sustaining access. 

“We absolutely LOVED being part of this event and we were delighted to support so many of the players over the weekend.” Emma Fouracre, Head of Marketing Bodyset.

Alongside this, Play Like a Girl IWD Week removed barriers by offering free sessions across multiple sites, engaging 114 girls and introducing 14 new players to the programme, many of whom have already returned.

Flexible, local delivery proved key, increasing participation while deepening engagement through workshops, peer-led formats and visible role model conversations.

The Love the Game school tournament extended this impact into education settings, bringing together 8 schools and 100 players for a day of football and confidence-building workshops with Inner Wings, reinforcing the link between sport, self-belief and school engagement.

The FotMob Careers Workshop, hosted at Wembley, in partnership with FC sponsor FotMob, highlighted another critical layer of the campaign, expanding visibility of opportunities in sport beyond playing.

Fifteen young people engaged directly with industry leaders from FotMob, Girls on the Ball, Versus and Nike, gaining insight into roles across media, technology and football, while partners deepened their understanding of the players’ ambitions and experiences.

This reflects a broader aim, not just increasing participation, but widening access to leadership and career pathways within sport.

“It was so lovely to meet all of the girls and hear about their passions - some of them had such excellent ideas. Everyone at VERSUS is so grateful and we'd love to be included in anything else you do like this going forward. From a personal POV it was amazing to be alongside such fantastic people in the sports industry.” Katie Catherall, VERSUS.

Mexico: from grassroots to greatness

In Mexico City, the partnership with TMJ Foundation created a multi-layered community activation, engaging 120 participants including players, parents and coaches.

The event combined:

  • Leadership and nutrition workshops

  • Pitch improvements and community mural work

  • Matchday experiences for young players

This approach strengthened both infrastructure and aspiration, giving girls tangible pathways while bringing families into the journey.

The activation also reached over 31,000 views on socials, showing how local impact can scale digitally.

One of the strongest shifts in IWD26 was the move away from abstract messaging to lived experience.

Content focused on real questions:

  • Do you feel represented in football?

  • What does it mean to grow up as a girl today?

  • Who is in your team behind you?

This approach brought authenticity and depth, with over 30 campaign posts and up to 6.8k views per post, alongside 80k+ page views during International Women’s Month.

It ensured that IWD remained relevant to the next generation, not just a moment of celebration, but a platform for honest reflection and future change.

Moving Forward in Numbers

IWD26 showed what is possible when programmes, partners and players align around a shared purpose. From grassroots sessions to international partnerships, the campaign demonstrated that growth is not just about scale, but about connection.

For Girls United, this is the direction forward, building environments where more girls can play, lead and belong, and where collective progress continues to accelerate.