The Starting Nine

Every Day is an educational initiative by the Swedish Football Association (SvFF) and Svenska Spel. Its goal is to raise awareness about menstruation in football and increase knowledge among coaches, leaders, and players. Ultimately, the initiative aims to create a better environment for girls and women to play football – every day.

Before a football match, the starting eleven usually pose together for a team photo. However, when the Swedish national team was set to face England, two players stepped out of the frame during the official photo session – turning the starting eleven into a starting nine. Why? Because 21 percent of women report having refrained from playing due to menstruation. The Starting Nine generated widespread attention for Every Day, reaching over 21 million people across 20 publications. The ad value exceeded 1.2 million SEK, and TV commentators highlighted the action live during the match.