Football greats Harry Redknapp and Jermaine Jenas have shown their support for the beautiful game by becoming the ‘Twelfth Woman’ for this summer’s UEFA Women’s Euro 2022.
They join icon of the women's game Karen Carney - plus TV celebrity AJ Odudu and comedian Ellie Taylor - as part of an eclectic all-star squad enlisted by Heineken to be ambassadors against gender discrimination.
Throughout the tournament, Heineken is rallying fans of all genders to get behind their national teams by displaying a twist on the famous 'Twelfth man' term.
The ‘12 th Woman’ is part of an ongoing campaign by the drinks firm which shines a light on bias and challenges stereotypes in football.
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Heineken's Stephanie Dexter said: “For so long football culture and fandom has been influenced by the men’s game. So, while the women’s game has grown massively, a legacy of terms such as ‘man on’ and the ‘the 12 th man’ continue to dominate.
"Meanwhile the ‘12 th woman’ is relatively unheard of. We want this campaign to help close the gender phrase gap in football language, but also invite a conversation about the entrenched bias and inequality that persists across football culture.”
The ensemble of Taylor, Redknapp, Carney, Jenas, and Odudu officially issue Heineken’s invitation in a new film they all declare themselves to be ‘12th Women’ - and encourages others to join the movement in time for the UEFA Women’s Euro 2022.
Harry - famous for his in-car transfer deadline day interviews - is in familiar surroundings at at the wheel of a van as he rounds up the celebs fans to watch a match at Wembley.
They walk down Wembley Way and proudly revealing their t-shirts – all emblazoned with the slogan ‘I Am The 12 th Woman’.
And the T-shirts aren’t being reserved for the all-star cast – the good news for fans is that they’re being made available on Amazon for a price of £12 here with all profits donated to the NFP Women in Football.
Karen Carney, who played 144 times for England, said: "There are 11 women on the pitch who are giving everything to win for their country.
"Knowing that fans are cheering them on in the stands, at homes and in pubs across the country makes a difference and that’s why being a 12 th Woman and saying it aloud really matters.
"Football fans’ approach to this tournament could be a major stepping-stone to real change in terms of how we all talk about football."
Harry Redknapp added: "When I was playing professionally it really was a man’s game – women were banned from playing football in 1921 and the Women’s Football Association wasn’t even established until 1969.
"Thankfully times have changed, and in a big way, and I’m really proud to be a 12 th woman and to wear the T-shirt for all to see.
"Some people could be confused by the term the ‘12 th Woman’, they might have to stop and think. But that’s the whole point, that’s what Heineken is trying to do with this campaign.”
With two-thirds of women in football having experienced gender discrimination Heineken is on a mission to evolve its sponsorships in the sport by addressing harmful stereotypes which are perpetuated by an outdated footballing phrasebook.
They hope to tackle gender inequality in the beautiful game by interrogating the unconscious bias in the songs sung, match reports and even the encouragement given.
The campaign was launched on Good Morning Britain this morning, with all proceeds from sales of the T-shirts being donated to Women in Football, a not-for-profit that supports the growth of women's football.
