Bringing Allyship to the Field: South Wales Police FC Champions Gender Equality through Sport

July 2025, Alabama - Gender equality in sport continues to be a critical issue. Across the world, women and girls still face unequal access to opportunities, limited representation in leadership roles, and persistent stereotypes that discourage participation. Yet sport also has the power to shift attitudes, build confidence, and promote inclusion. When men step forward as allies, they help create safer, more supportive spaces for women and girls to thrive. 

This is why bringing the message of male allyship to both the world of sport and the world of policing matters. Both are traditionally male-dominated environments where culture and leadership have a significant impact on progress. When those in uniform actively promote gender equality, it sends a strong message about the values they stand for, both on and off the field. 

The South Wales Police Football Club brought this message to the global stage during the 2025 World Police and Fire Games in Birmingham, Alabama. With a delegation of 42 people, including a Mens first team and a Veterans team, the club proudly wore HeForShe-branded shirts as part of their commitment to promoting gender equality. 

The public response was encouraging. Spectators and volunteers commended the initiative, with one female volunteer requesting a photo with a player wearing the shirt, a small but meaningful sign of impact. The team’s HeForShe shirts, funded by the Chief Constable who is a HeForShe Champion, will now be worn during travel to and from domestic fixtures ensuring continued visibility for the cause. 
 

 

This effort is part of a wider commitment by HeForShe Alliance member UK Policing to take meaningful action. Every police force in the United Kingdom has signed on to the HeForShe initiative, pledging to address gender imbalances and confront sexism and misogyny within the police service. While there is still work to do, recent data shows a small but important increase in the number of women in middle management. These steps forward are strengthened by cultural efforts like those shown by South Wales Police FC. 

By bringing HeForShe into the world of sport, South Wales Police FC is helping to challenge outdated norms and create a culture of inclusion. Their example shows that allyship is not just about policy, but about presence, visibility and consistency. HeForShe is proud to partner with those who use their platforms to lift others and build a more equal future for women and girls everywhere.