Isobar & Coca-Cola Unveil Female Football Star Statues in Sweden

Many Swedish female football players are world class within their sport, but several of them are unknown to the public. One explanation is the lack of stardom and visibility for female football players; if women are not visible or not marketed as stars then they will never be recognised as stars. Coca-Cola has in partnership with The Swedish Football Association, in advance of this summer’s World Cup in France, created statues of four female players to celebrate the female national team and thereby increase the visibility for the players.

The objective with Football Forevher is to positively influence opinions and increase the engagement for women’s football by giving the players increased visibility. One of the key factors to achieve equality in Swedish football is to put female football stars in the spotlight that they ought to have.

The campaign was made by Coca-Cola’s creative agency Isobar Sweden, with the ambition to influence attitudes and increase engagement with women’s football.

Olivia Enquist, head of marketing, Coca- Cola AB, commented: "It was a given decision for us to request an equal sponsorship agreement with The Swedish Football Association. As a sponsor we feel it is our responsibility to influence and drive positive change to achieve an equal football in Sweden. Sweden’s female national team is a pride to all Swedes and we are grateful to be able to expose our brand together with these amazing football stars. Our ambition is that the statues will increase the visibility for female football players and have a positive impact on football in Sweden."

Caroline Seger, football star and captain for the Swedish national team, commented: "One of the most important issues on The Swedish Football Association’s agenda is to increase equality. All women and men, girls and boys should have the same premises to play football. We see a positive change, but there is much to be improved. One important action that we can do together with our partners is to influence the common picture of football in Sweden.

"More female football players need to be recognized and celebrated to enjoy the stardom of football. We are amid a positive change. By working together to achieve an equal football in Sweden we can influence a change attitudes, increase the attention and the engagement for women’s football. It is a powerful feeling to be part of this. I feel so proud to have been selected as one of the first statues ever created of female footballers in Sweden and to be part of the initiative Football Forevher."