PayPal kicked off a 2022 ‘Summer of Sport’ marketing programme by teaming up with the women’s England Football team for a short film featuring Lioness Demi Stokes alongside the St Johns Deaf Ladies Football Team and graduates of Football Beyond Borders (FBB) Girls Programme.
The digital money management platform, which is the official payments partner of The Football Association (The FA), teamed up with sportswear behemoth Nike.com (the official England Football kit supplier) to power women’s football and support FBB programme. Online purchases made on the Nike platform with PayPal during the tournament (in July) led to PayPal donating £1 for every transaction to the FBB Girls programme (up to a cap of £35,000).
Launched in the second half of June 2022, the PayPal UK campaign rolled out as England hosted UEFA women’s Euro 2022: a tournament set to be Europe’s biggest ever women’s sporting events and was led by a ‘PayPal It Your Way To Support Women’s Football’ campaign featuring Manchester City full back Stokes and the St John’s side which came in a 60-second full edit film with supporting cut down spots.
Part of the brand’s umbrella ‘PayPal It Your Way’ platform, the film celebrates the bond and achievements which connect a set of trailblazing women from the football community and reflects on their inspiration and motivation, how far they’ve come and their hopes for the future and thought on where women’s football will go next.
To bring its commitment to grassroots football to life, PayPal’s has an ongoing relationship with Football Beyond Borders (FBB): an organisation which works with young people from disadvantaged backgrounds to help them finish school with the skills and grades to make a successful transition into adulthood.
— PayPal UK (@PayPalUK) July 11, 2022
— PayPal UK (@PayPalUK) June 30, 2022
“We’re at a huge moment in the football calendar and, what’s more, it’s an opportunity to champion our female role models on home turf. This moment doesn’t come around too often, so we wanted to create a campaign that’s fitting for the occasion,” explained PayPal Marketing Director Carmen Derosas.
“We are proud of this partnership as it truly celebrates the successes of women’s football so far, but importantly, our commitment to growing the women’s game doesn’t stop when the tournament ends,” Derosas continued. “This is why we’re supporting Football Beyond Borders with PayPal Checkout donations online at Nike GB, so when you use PayPal, you’re powering more possibilities in women’s football this summer. We’re all rooting for The Lionesses and look forward to seeing women’s football inspire more young people to follow in their footsteps.”
Lioness star Demi Stokes added, “It’s a privilege to be part of a campaign that not only champions women’s football, but also the incredible community that makes the game – including the inspiring ladies from disability football and the next generation of players from FBB Girls Programme – making it easier for them to participate in something they love. It’s more important than ever to shine a light on the progress and ambitions of the women’s game, on and off the pitch. The work PayPal is doing with Football Beyond Borders is providing more talented young women (and men) with the chance to excel in the game, and the skills to thrive in the classroom. So they have greater opportunities for their future.”
Thus far, the PayPal FBB partnership has raised £130,000: money which has supported the first football sessions for girls nationwide and its ‘Participant to CEO’ graduate programme.
PayPal first became the England Football payments partner in 2019 and immediately activated the tie-up through a grassroots community football investment programme which a switch from cash to digital payments through The FA Matchday App to enable millions of amateur footballers across the country to pay their match fees with their smartphones.
This utility was followed in May 2020 with a ‘PayPalItForward’ activation based around simple acts of kindness which was led by members of the England squad rewarding heroes of the grassroots game.