European football’s governing body, UEFA, has announced a partnership with global superstar Rita Ora. UEFA will be the official sponsor of Rita Ora’s headline tour and in return, Ora will support UEFA’s Together #WePlayStrong campaign. The campaign endeavours to transform the image of women’s football and increase participation. The pop sensation will help UEFA by making football more culturally relevant.

The singer/songwriter’s tour will visit 13 cities in Europe, providing UEFA with an additional platform to promote their first ever pan-European campaign, Together #WePlayStrong. This campaign is part of a five-year strategic plan to make football the number one sport for girls and women in Europe.

The international artist said: “It’s a privilege to be part of such an inspiring initiative, driving home messages of acceptance, individuality and finding a place to belong. My message to any young girl that’s thinking of picking up a ball is to just go for it! Being part of a team inspires confidence, builds friendships and can be liberating.”

This collaboration will harness Ora’s appeal to teenage girls and drive participation in the sport.