The BE Football Community scheme: confidence booster for Welsh newbies

Later this year, the Wales women’s national team will feature in a major tournament for the first time, when they play at Uefa Women’s Euro 2025.

 

It is expected to increase participation among girls and women in the country.

 

The Football Association of Wales (FAW) is ahead of the curve, having developed the BE Football Community scheme (BE.FC) and launched it late last year.

 

It provides teenage girls across Wales with access to football sessions in a non-pressurised environment, as well as other age-related content, and has pulled in a lot of newcomers to the game.

 

I spoke to Ellie Lake, FAW participation officer and national lead of the BE.FC programme, to find out more...

 

WSC: Tell us a bit about the BE.FC initiative. How and when did it come about? What’s the idea behind it?

EL: BE Football Community is an FAW initiative, launched in October 2024, to provide teenage girls with a fun, social space to enjoy football without competitive pressure. 

 

Research and consultation with 600 girls across Wales highlighted the need for a relaxed, inclusive environment where they could play and connect with friends. 

 

Supported by the Fifa women’s development programme, BE.FC was designed by teenage girls, for teenage girls, offering a flexible, turn-up-and-play model.

 

WSC: Who is it aimed at and how have you gone about reaching these people?

EL: BE.FC is designed for girls aged 12-16, who may not feel confident joining a traditional football club, or prefer a more social, pressure-free environment. 

 

To engage this audience, the FAW conducted extensive research, consulting directly with teenage girls across Wales to shape the programme. 

 

It is promoted through schools, community groups and social media, and delivered by community clubs and foundations, ensuring accessibility and engagement for those at risk of dropping out of sport. 

 

We currently have 10 providers across Wales.

 

 

WSC: What does the programme involve? What can participants expect? 

EL: The BE.FC programme offers more than just a fun and engaging environment for girls to play football. 

Beyond the sessions, participants can access exclusive, tailored content, while learning more about their favourite football stars.

 

Through the BE.FC app, users can earn badges and XP [experience points] in a safe, secure space, designed to support them through key life stages – including managing their menstrual cycle, wellbeing, and confidence.

 

This specially designed app provides teenage girls with fun and informative content on periods, sports bras, friendships, nutrition and self-confidence, helping them to feel and play their best.

 

Additionally, the app features exclusive content from the Cymru [Wales] women’s national team, players from the Adran League [Wales’s top division of female football], and other influencers. 

 

Girls can engage with live Q&As, interactive quizzes and challenges to earn XP, streaks and badges, making their football journey even more rewarding.

 

 

WSC: How many girls have been involved so far?

EL: So far, more than 80 participants have attended BE.FC sessions across Wales, with numbers continuing to grow each week. 

 

Notably, sessions in Bangor average 14 girls, Rhyl 16, and Game On Merthyr 17, reflecting the programme’s success in engaging teenage girls in football and fostering a thriving community.

 

WSC: How has the programme impacted the participants? What has the feedback been like?

EL: Feedback has been overwhelmingly positive. 

 

Participants appreciate the high-quality equipment, including branded bibs and balls, and enjoy the activities provided on the resource cards, which feature games, challenges, and conversation starters. 

 

Many coaches have observed a noticeable increase in confidence among participants, with the conversation starters helping girls feel more comfortable and engaged. 

 

While some still remain shy, coaches are actively working to create a supportive environment by allowing them to choose their session games each week. 

 

Additionally, there has been strong interest in BE.FC merchandise, with clubs eager for the hoodie-and-water-bottle pack, which will soon be available on the FAW Clubspark platform.

 

WSC: Why is it so important to have this programme for girls in your communities?

EL: BE.FC is designed to be at the heart of local communities, providing girls with a safe and familiar space to enjoy football, build connections, and develop a passion for the game. 

 

Beyond playing, the programme fosters a sense of belonging, encouraging girls to become fans of football while staying active in a welcoming, social environment. 

 

Sessions take place in accessible community spaces, such as halls, colleges, schools, and local club pitches, ensuring participants feel comfortable and engaged. 

 

Many BE.FC sessions are also delivered in under-served areas of Wales, helping to create opportunities for girls to play football in communities where access to the sport may be limited.

 

 

WSC: What are the future plans for the programme?

EL: The future plans are to expand and take on new providers, ready for the Uefa Women’s Euro 2025 this July.

 

Cymru Women have qualified for a major tournament for the first time, and we want to ensure that we provide extra opportunities in line with the expected participation boom across the girl’s game in Wales. 

 

We launched the exciting new BE.FC app in February, with lots of content from current national and youth players, tips from sporting experts and lots of fun videos for the girls to interact with. 

 

Our BE.FC merchandise is also available to purchase on the app. The hoodies have been well received thus far by the girls and their parents, who love to wear the brand!

 

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