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#EqualGame

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The UEFA football and social responsibility programme is aimed at strengthening the health and integrity of both football and society as a whole, and the core pillar of Respect is integral to this.

This umbrella theme underpins all the elements of UEFA's social responsibility strategy, including the promotion of diversity, peace and reconciliation, football for all, health, respect for the environment and the campaign against discrimination, racism and violence.

To mark the start of the 2017/18 season, UEFA launched a new Respect campaign: #EqualGame.

The extended version of the #EqualGame TV advert

This campaign seeks to demonstrate and champion the incredible and often inspiring diversity of football in Europe, and stars of the game from grassroots right up to the elite level are giving crucial support. 

The #EqualGame campaign brings a fresh new dimension to UEFA’s promotion of diversity, inclusion and accessibility. It has evolved out of, and builds upon the successful long-standing UEFA “No to Racism” campaign.

#EqualGame is designed to spread the positive spirit of inclusion, amplify a clear and uplifting message about the benefits that football brings to the community; show how the game will be enriched by greater diversity; and explain the European football family’s role to make the sport open and accessible to all.

This new campaign aims to help to bring the football community closer together, while also ensuring that values such as inclusion, gender equality and the fight against discrimination remain at the forefront of UEFA’s vision and beliefs.

#EqualGame is about people and their football stories – it will give football lovers across Europe the opportunity to express just what the game means to them. UEFA will also work together with the national associations on finding stories, which can be shared in a wider European context.

The campaign is being promoted through a bespoke television spot featuring the likes of Cristiano Ronaldo, Lionel Messi, Paul Pogba and Ada Hegerberg, alongside grassroots players from different European countries.

Next to the television ad, #EqualGame will come to life through the written word, photos and videos across UEFA’s communication channels.

#EqualGame plans to show the good in football, the positive energy that the sport generates, how it can reconcile, create friendships, and give meaning and purpose to people’s lives.

UEFA hopes that this unique new venture will have a positive impact in showing football’s social benefits - and importantly, how the game of football unites…