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Blackburn TV presenter, AJ Odudu, is challenging gender biases in football by taking part in an advertising campaign.
With The UEFA Women’s EURO 2022 just around the corner, brewing company Heineken UK is launching its tournament campaign – the 12th Woman.
Famous faces including AJ, football manager Harry Redknapp, former professional footballer Karen Carney, presenter and former professional footballer Jermaine Jenas, as well as comedian Ellie Taylor are backing it.
The 12th Woman is a twist on the term usually associated with collective, passionate fan support: the 12th man.
The campaign is a positive call to arms that encourages fans of all genders to show their passion for women’s football and get behind their team for the UEFA Women’s EURO 2022.
To show their support, fans can buy 'I am the 12th Woman' T-shirts from Amazon, with 100 per cent of profits going to the charity 'Women in Football'.
A spokesperson said: “As well as celebrating the UEFA Women’s EURO 2022 tournament and bringing football fans together, the 12th Woman shines a light on bias and challenges stereotypes in everyday football culture.
“While the profile of the women’s game has risen in recent years, so much of the language and terminology surrounding it still lags behind.
"Phrases like ‘man on’, ‘man marking’ and of course, the 12th man continue to dominate.”
Sharing the campaign to her 228,000 Instagram followers, AJ said: “We're styling out the Heineken UK equality movement t-shirt for this summer’s UEFA Women’s EURO 2022.
“You can be part of the change that challenges gender bias in football too and join the 12th Woman squad by picking up the shirt too.
“All profits will go to Women in Football because passion knows no gender.”