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By Faye Hackwell

Her Game Too’s new AFC Bournemouth Ambassador Livvy Williams is excited to take on the role at the club she has supported since childhood.

Livvy joins the campaign as the club’s previous ambassador, Heather Hoggatt, moves into a new position as Her Game Too Events Coordinator, after recently becoming Chair of the Cherries Trust.

AFC Bournemouth partnered with Her Game Too in April 2022, ahead of the club’s women’s side playing its first competitive match at Vitality Stadium.

Livvy began attending AFC Bournemouth matches when she was ten and is keen to contribute to the club and local community through Her Game Too, while also encouraging more women to get involved in football.


Speaking to, Livvy said: "It is a pleasure to be taking on this role with the Her Game Too campaign, representing the club I love.


“I want people to feel welcome at Vitality Stadium regardless of demographic, and know that if they ever experience any issues, they have a friendly and approachable person in me to talk to."


Former ambassador Heather has moved into a new Events Coordinator role, to lead on the delivery of some of Her Game Too’s upcoming events, and she continues to be involved with AFC Bournemouth as Chair and EDI Champion on the Cherries Trust.

Reflecting on Her Game Too’s work at AFC Bournemouth to date, Heather said: “I worked on establishing a good working relationship with the club and helped in planning the dedicated fixture last year, when I had the honour of walking out with the match ball with Roopa (Her Game Too Director and Liverpool Ambassador).

“I was invited as a special guest to the women’s team first ever game at the main stadium, have made a women’s Facebook group ‘Bournemouth Belles’, which was inspired by Women of Watford and Fulham Lillies, and I aim to implement some of their great ideas.

“I also helped set up a women’s focus group with the club, which we will run once a quarter or so, and we had a brilliant conversation with Justin, the retail manager, who is so great at taking input onboard, and also Nick, the head of ticketing.

“It’s great to have these opportunities to improve the overall football experience for women and, because I am on Cherries Trust as the EDI Champion, I will be able to continue working with the club and Livvy.”

Through her role, Heather will collaborate with the campaign’s directors on ideas for events, liaise with sponsors, coordinate the logistics of large-scale events and assist Her Game Too Ambassadors who may require support for events at their individual clubs.

Last summer, Heather helped to organise a trip for some ambassadors to visit the Her Game Too France team in Paris.

“It was great to go over and spend time with the French team, watch their presentation and bond with them more, as well as explore Paris.

“I’m sure it will be the first of many trips as Her Game too becomes more global! 

“I’d love to see the remaining 18 of the 92 Premier League and EFL clubs partner with Her Game Too and increase visibility in all of our partnered clubs.


“By holding events for partners and stakeholders, we will be able to increase our support of grassroots girls teams and hopefully work more in schools.”


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