Uber UK teamed up with amateur five-a-side football league operator Powerleague to cover the taxi fare of cab rides for women playing in evening matches during the winter months.
The initiative, which was launched to leverage spiking female football excitement and interest around UEFA Euro 2022, was launched with a live event and a PR push backed by social support across own brand channels. As part of the campaign, Uber also highlights key features in the app and initiatives aimed at keeping both its riders and drivers safe.
We’re delighted to be partnering with @UberUK on this fantastic initiative this Autumn.https://t.co/oQ9mwCbbUx
— Powerleague (@powerleagueUK) July 28, 2022
| Uber To Offer Free Rides To Footballers Playing In UK Powerleague Women’s Leagues https://t.co/5mDBTrEyzD
— SPORTbible News (@SportBibleNews) July 26, 2022
From 30 October 2022, Uber will provide grassroots female team at Powerleague – which is a leading operator of small sided football artificial pitches (with 42 football centres in the UK, Ireland and Netherlands) – with credit to enable them to travel safely to and from their games during dark Winter nights.
Uber has pledged to provide at least £10,000 worth of rides, split among female and non-binary teams playing in Powerleague fixtures, with the credit being eligible to be used across the UK.
The initiative, which is currently being trialed at a select group of Powerleague centres, will be rolled out nationwide in the winter.
The partner project follows on from Powerleague data showing that the volume of women playing falls over the Winter and female players cite the challenges of safe travel to and from games as one of the reasons for this drop.
“Having the Women’s Euros in the UK this summer is going to be brilliant for the women’s game, with more attention than ever being paid to the game,” outlined Uber UK Head of Community Operations Bex Xiao. “We’re really happy to be able to offer our help at a more grassroots level, where we will see future superstars emerging. As a business, we are keen to support players at a grassroots level, ensuring that they are able to travel to and from games safely. We are always looking at ways to improve our safety features. We’re proud to have added the Share My Trip and RideCheck features to help riders stay safe, and we will be continuing to invest in safety features moving forward.”
Powerleague Chief Marketing Officer Charlotte Ullathorne added: “We’re really grateful to Uber for partnering with us to help ensure that women can easily and crucially safely attend matches and training over the darker winter months. Our clubs are safe environments, but we want the full customer journey to represent this too.”
Comment
With the summer’s UEFA European Championships driving interest in and excitement around women’s football, Powerleague reports a rise in women playing the game over the summer.
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