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ABOUT US
We’re an independent creative consultancy born out of our award-winning football community and platform.
We believe women should have a say in the future of sport and culture.
For ten years we’ve listened to, documented and worked alongside women in football. Now we bring that understanding into research, strategy and creative work, helping organisations get closer to women and make better decisions about what comes next.
This Fan Girl was founded by Amy Drucquer in 2016 to address the sexist representation of female football fans in the media.
After a season of photographing all 20 clubs in the Premier League, building an archive of over 400 images, and gaining a number-one Google ranking for the term “female football fan” – she realised she’d only scratched the surface of this rapidly growing fan culture.
Since then, This Fan Girl has been fundamental in the progression of modern football culture, by directly connecting women to it.
A Decade later, and we’re officially an Award Winning Platform.
This Fan Girl have worked with some of the biggest football brands in the world to bring an authentic female voice to a football world that is still so male-dominated. The brand mission is simple. Create equitable access to football through culture, community and creativity.
This Fan Girl partners with brands that care about the future of football, helping them unlock, understand, and cater to their female market, making them an equal part. This Fan Girl’s committed to powering the growth of the grassroots game, too and creates recreational football opportunities for women and non binary people in the Midlands.
We started This Fan Girl in 2016 building the largest image archive of female football fans…
…resulting in our imagery becoming the first Google result for “female football fan”.
Ten years later, we did it all over again – but this time we’re linking up with twenty female photographers from our community.
From Burnley to Brighton, Sunderland to Southampton, our selected creatives will be capturing the many faces of female fans to build a collection of images like no other.
WHAT WE DO:
This Fan Girl works across four key areas, each designed to get organisations closer to women in football, sport and culture.
Research and Insight
From ethnographic research to community insight, we get closer to the people and conversations shaping football, uncovering what’s happening beneath the surface and turning it into useful insight.
IMAGE LICENSING
From licensing existing photography to sourcing through our wider network or commissioning something new, we help organisations find real imagery of female fans, women’s football and the culture surrounding the game.
Community Partnerships
From finding the right voices to building longer-term partnerships, we connect organisations with fans, communities and people across football in ways that feel relevant and mutually valuable.
Creative Consultancy
From sharpening a brief to sense-checking creative, we bring a tuned-in perspective on football, female audiences and women’s culture to help teams make better decisions and stronger work.
IRL
FRIENDLY is our physical home in Leicester and where much of our IRL work comes to life. From events and workshops to conversations and community gatherings, we create spaces that bring people together and get us closer to the culture we’re exploring.
Our Unique Selling Points
This Fan Girl stands out for our unapologetic voice and commitment to authentic women’s storytelling.
We work with exceptional female talent that bring real representation to every project. Our work blends style with substance. Visually sharp always, culturally aware, and driven by purpose and insight.
We’ve been here since before the crowd came, so we don’t chase trends – we focus on building a platform and work that our audience cares about.
Independant and Female Majority Led
We're 100% independent, and are a proudly female led business.
Football Culture Specialists
We're deeply connected to football culture and live and breathe every aspect of the game
Creators and Distributors of Premium Content
Our platform has over 20k+ fans at the heart of the women's game. Our average monthly reach is 300k+
We make stuff too…
Our work doesn’t always stop at the thinking. We create campaigns, films, photography, editorial and experiences, bringing together what we know about women, football and culture with the right creative people to make it happen.
Over the last ten years, we’ve done just that with some of the biggest names in football and beyond.
Team
We are a core collective team of creators, strategists, producers and grassroots
facilitators taking the marketing and communications of women’s place in football to the next
level.
Amy
Drucquer
Founder and MD /
Harry
Killen
Community Consultant
Sunderland AFC
Dannielle
Harper
Culture Associate Consultant
Aston Villa
George
Ryan
Business Advisor
In The Press