Rita Ora joins forces with UEFA in women’s football initiative

A new initiative launched by UEFA celebrating the physical, emotional and mental strength of women and girls across Europe has earned the backing of pop superstar Rita Ora.

UEFA, European football’s governing body, announced its newest initiative ‘What is Strong?’ supported by the international singer/songwriter, actress and fashion designer, who has voiced the first ‘What is Strong’ film. Ora, a supporter of UEFA’s Together #WePlayStrong campaign, has today kicked off an Instagram competitionas part of the project, that will give one lucky fan a chance to meet her next month, to chat all things musicand football.

As part of the initiative, We Play Strong have created a new series of Instagram GIFs and will be asking girls across Europe to use them in answering one question; what does strong mean to you? By uploading their answer to Instagram Stories, tagging and following @WePlayStrong, girls will automatically
be entered into a competition to win a VIP weekend that will include meeting Rita herself at her Slessor Gardens, Scotland gig on 28th July 2018.

Rita Ora is giving her full backing to the ‘What is Strong?’ initiative, after collaborating with We Play Strong earlier this year. She said: “For me, strong is about being who you want to be, and not being afraid of expressing yourself. I wanted to get involved in this campaign because I believe strength should be defined on your own terms and that women and girls need to know that strength comes in many different forms.

“Strength can be physical, emotional, and mental and I think it’s fantastic that We Play Strong are encouraging girls across Europe to express what ‘strong’ means to them. I’m delighted to have been able to play a part in supporting the initiative, and I’m looking forward to meeting our winner later this month in Dundee.”

Through Together #WePlayStrong, UEFA aims to make football more culturally relevant and aspirational for girls in their teenage years, where they traditionally drop out in large numbers. UEFA’s ambition for how the game can attract more girls to play involves raising the profile and image of the game, increasing visibility and engagement, driving participation at grassroots level and increasing investment.