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FGR Women announces Sports Direct partnership

Stroud-based football club Forest Green Rovers' women's team has announced a new partnership with Sports Direct.

The collaboration is part of the retailer's new Equal Play initiative, which seeks to level the playing field for women in sport, by accelerating gender diversity and equality.

Sports Direct's support of Forest Green Rovers Women comes against the backdrop of a challenging year for female grassroots football - the pandemic saw restrictions placed on training, tournaments and funding.

FGR said the retailer's funding will help elevate the FGR women's team in the 21/22 season, provide much needed sport science and medical support services, sharing experienced staff, embedding the women's team in the club and attracting the best talent.

With the best talent, coaching and support services, the team said it aims to climb the league quickly and establish the club as a force in women's football.

Dale Vince, chairman of Forest Green Rovers, said: "We have big plans for Women's football at FGR and the backing of Sports Direct is a key enabling partnership. With the changes we've set in train today, we have an exciting season ahead."

Beckie Stanion, chief marketing officer at Sports Direct, added: "After a tough year for the women's game, we are thrilled to be partnering with the brilliant Forest Green Rovers.

"As a brand that believes in the power of sport to champion the legend in everybody, we are committed to levelling the playing field in football. We'll be cheering the team on and exploring how we can further support them. This is the beginning of an exciting partnership."

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