STATE OF PLAY with The FA

STATE OF PLAY: THE FA

Joe Heatley-Baillie is a Senior Brand Manager for The FA and key to promoting grassroots football.

TGP: So, Joe, tell us about your role at the FA?

JHB: I work in the brand marketing team dedicated to the promotion and communications of grassroots football. We cover everything from affiliated football on Saturdays and Sundays across the country, to specific participation programmes aimed at getting young girls to play football for their first time, to digital products such as Matchday which are aimed at making the experience for our grassroots volunteers as enjoyable and easy as possible.

TGP: And are you much of a player yourself? What's your experience in or with grassroots football?

JHB: I used to play football a lot when I was a kid for my local team Wey Valley in Hampshire, playing in most of the age groups until I went to university where I played in a student-run league with friends. When I started my career I played less often due to time commitments and now I have two children I am restricted more to five-a-side in the evenings. I am an FA Level 1 qualified coach and intend on getting involved with my local club when my children are old enough and of course want to.

TGP: Feels like the last couple of seasons have been about weathering the storm of the pandemic. How has it been?

JHB: For much of those involved in grassroots football it’s been difficult. Forever changing circumstances and lockdowns meant most of our time was spent ensuring guidance was in place to ensure everyone was safe and able to enjoy the game. It does feel like this season with restrictions fully lifting we have seen some sense of normality with leagues and cups back in full swing, participation programmes bringing players back into recreational sessions and player numbers across the board have been positive across male, female and disability.

TGP: The grassroots game seems to have more pathways than ever to play or be involved, regardless of age, ethnicity or ability. Has that been a huge focus for the FA?

JHB: Absolutely. Football is a game for everyone and we have been working hard to ensure everyone has the opportunity to get involved, be it playing, coaching, volunteering or supporting. We have made great progress with women’s and girls’ football, with the Game Plan For Growth strategy that has delivered on all its objectives of doubling the number of women’s teams. This season saw the launch of the Football Your Way disability football plan which will see significant momentum over the next three years in an area of participation which was hardest hit by the pandemic.

TGP: And what areas are the main focus as we move towards 2022/23?

JHB: We continue on our four-year strategy for grassroots football, focusing on our seven key objectives which will deliver transformational change. With the Women’s Euros on home soil this summer there is a massive focus on ensuring those inspired and entertained by this showpiece competition get involved in grassroots football in any way they can and we will be focusing on helping people to find those opportunities. We have more to come from our work in disability football and of course a huge focus on our digital products, getting these right and helping our huge volunteer workforce.

TGP: What are your hopes for the grassroots game in the future?

JHB: My hopes are for grassroots football to be as enjoyable as it’s meant to be for everyone involved. That means everyone has the opportunity to participate in whatever way they choose and the infrastructure around the game both physically (pitches and facilities) and digitally (online tools and resources) are the best they can be and our volunteers are happy and enjoying themselves.

TGP: What are you most proud of in your time with the FA?

JHB: There are so many things to be proud of but in particular our work on RESPECT through the launch of We Only Do Positive and, more recently, RESPECT the Ref and their really important message being so well received by grassroots communities across the country. Also the launch of England Football, giving a home for grassroots marketing allows us to tell inspirational stories from around the game and demonstrate the impact this level of the game has on our England teams, as without the grassroots game the elite teams wouldn’t be where we are today. TGP