Concacaf W ‘armors’ its #WeBelong campaign

August 27 – Last week Concacaf launched the revamped competitions and schedules for its women’s championships under the W Concacaf banner. Included in the initiative was a #WeBelong social campaign.

At the weekend Concacaf hosted a series of webinars under the title ‘Business of Belonging: Women & Football’, addressing the women’s football challenges, progression and objectives within the confederation.

The campaign celebrates women and girls’ football across North America, Central America and the Caribbean and encourages the sharing of stories of overcoming challenges, of triumph and inspiration by all those committed to providing more football and sporting opportunities for women and girls.

“We believe we are championing a powerful movement that is here to stay. The message of We Belong transcends football and is meant to empower, shift cultural norms and create opportunities for women and girls,” said Karina Le Blanc, former goalkeeper for Canada’s Women’s National Team, and Concacaf’s Head of Women’s Football.

“We want to use the power and popularity of football at the top end of the game, which will no doubt be enhanced by our transformative new women’s competitions, as a platform to inspire and provide opportunities for girls in all parts of our region.

“Ultimately, we want women and girls to know that they belong, whether in football or elsewhere in society, and through this campaign Concacaf is calling on the global community to help us spread that essential message.”

As part of the campaign Concacaf W has now partnered with The Sports Bra Project, a non- for-profit organisation dedicated to increasing access to sports for women and girls by removing barriers to participation. Champions of the We Belong movement can show their support by purchasing a branded t-shirt via

“More than just another t-shirt, this item of clothing serves a symbolic shield of armor that proudly tells the world…. I belong…we belong! Together we are one community.” says Heidi Pellerano, Concacaf’s Chief Commercial Officer.

Proceeds from the sales will go to providing sports bras to athletes who do not have access to this basic but essential piece of equipment. Concacaf has also launched its first ever women’s line with an array of Concacaf W products available on the Amazon shop.

“The We Belong campaign addresses the importance of building the experience and confidence needed for girls and women to pursue their goals in all areas of soccer. Having the equipment needed to do this normalizes the conversations around their needs and experiences and is the first step toward belonging,” said The Sports Bra Project Founder Sarah Dwyer-Shick.

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