StrongHER

With StrongHER, we at VfL Wolfsburg have launched a flagship initiative in the USA – and now also in Mexico (due to high demand) – to raise awareness of the unjust conditions faced by young girls from underprivileged social backgrounds in North America. Our aim is to actively provide them with access to football training, mentoring, and education – not just for those who can afford it. (In the USA, football camps for children are often up to five times more expensive than in Germany.)

In North America – especially in the USA – the dominant “pay-to-play” system is omnipresent. This means that due to the extremely high costs associated with access to football (including pitches, coaches, and equipment), many segments of the population are completely excluded from the sport.

Parents from already marginalized communities – often with Hispanic or African-American backgrounds – typically lack the resources to support their children, especially girls, in participating in sports and particularly in football.

Additionally, in these communities, both in the USA and especially in Mexico, there is still a prevailing stigma that girls should not play football. Instead, they are often expected to begin working early or support their families in various ways.

As a result, these communities and families often remain isolated, and young girls have very limited opportunities to grow beyond the structures and patterns they are familiar with. They are often unaware of the possibilities that sports and education can offer, simply because support programs are not known or accessible to them.

Through StrongHER, we are able to create a “safe space” for the girls, where they can form personal connections, have mentors and points of contact, and develop beyond the sporting aspect alone. This gives them access to the positive ripple effects and value-building synergies of team sports. Together with the participants, we aim to foster new awareness, strengthen their self-confidence and health, and inspire a positive outlook on life.

Girls aged 8 to 17 from underprivileged social backgrounds.

The girls’ families and communities also benefit, as the positive development of the participants often has a direct impact on their parents and families, creating positive ripple effects. Our local team works continuously with the parents to raise awareness, provide education, and highlight the opportunities that the project offers.

Local grassroots coaches – as part of the project’s development and expansion, we run “Train-the-Trainer” programs together with our local project partners. These programs give young people from the community the opportunity to become amateur coaches themselves and work with the girls.

Chattanooga: 112 participants

Tecuanipa: 64 participants

Coronango: 52 participants

The StrongHER project stands out from previous initiatives through its holistic approach to empowering girls and women in sports. It combines targeted training, education, and mentoring to promote not only athletic skills but also personal development and equal opportunities:

• Free football training: In collaboration with local partners such as the Chattanooga FC Foundation, VfL Wolfsburg offers free football camps for girls from socially disadvantaged communities in Chattanooga, Tennessee. These camps are held twice a year and led by VfL coaches, giving participants access to high-quality training regardless of their financial background.
• Mentoring programs: In addition to training, the girls receive individual support from experienced coaches. These mentors guide the participants not only in their athletic development but also personally, helping them discover new perspectives and build self-confidence.
• Educational support: In partnership with Chattanooga State Community College and the technology company Aptiv, VfL Wolfsburg has launched a scholarship program. This initiative enables StrongHER participants to pursue further education and improve their career opportunities – costs that they otherwise could not afford.

Overall, the StrongHER project pursues a comprehensive and sustainable approach to empower girls and women in and through sport, providing them with equal opportunities.

Others can learn the following from StrongHER:

• A holistic empowerment approach
• Other clubs can take inspiration from the way StrongHER integrates sports development, education, and personal growth. The project demonstrates that sustainable impact is achieved when athletic programs are combined with mentoring and access to education – especially for disadvantaged groups.
• Low-threshold access to sport
• StrongHER proves the importance of breaking down barriers – whether through free training opportunities, continuous support, or targeted outreach to girls from socioeconomically challenged backgrounds. These measures are easily adaptable in other regions.
• Collaboration at eye level
• Another key lesson: partnerships with local organizations (such as the Chattanooga FC Foundation or Chattanooga State Community College) are based on mutual respect and co-creation, rather than one-sided “help from the outside.” This is a valuable insight for organizations looking to launch international or intercultural projects.
• Role model through pioneering leadership
• StrongHER clearly positions itself as a change-maker – not only in sports, but also in education and social participation. VfL Wolfsburg strategically uses its platform as a football club to highlight social issues. This can serve as a model for other clubs or companies aiming to live up to their social responsibility in an authentic way.