The Football Association (FA), the governing body for soccer in England, has entered a new partnership with mass media and entertainment conglomerate Disney.
The two parties will collaborate to launch the 'Dream Big, Princess' campaign, which aims to increase participation in soccer among young girls.
The scheme will be endorsed by the England women’s national team, whose players will appear in a series of promotional videos.
Mark Bullingham, the FA’s group commercial director, said: “We’re delighted to announce our partnership with Disney as the perfect company to help us double girls’ football participation by 2020.
“We both want to get a new generation of girls active through football, to have fun whilst learning life skills. Working together with Disney’s unique range of channels, characters and franchises will help us to achieve this.”
Anna Hill, chief marketing officer for Disney in the UK and Ireland, added: “At Disney we always want our characters and storytelling to be really relevant, inspire and empower children to be confident and believe in themselves, so we’re excited to be teaming up with The FA and kicking off our partnership with such an exciting campaign with the Lionesses.
“Disney has a longstanding commitment to healthy living so by encouraging girls to get out and play football, this partnership will help both organisations achieve their goals.”
England’s women’s team are currently competing at the 2017 Uefa European Women’s Championship, and started their campaign with a 6-0 win over local rivals Scotland on Wednesday.