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Holly took over the ambassador role from Marie Melvin in October 2024 and is now passionately leading the campaign at her beloved Swindon Town FC.
Holly has secured official advocacy in men's first team goalkeeper, Lewis Ward, and women's first team manager, Marcus Bignot. Both stand as a strong male ally for women in football.
OUR STORY
Swindon Town partnered with Her Game Too in early 2022 and has honoured the partnership consistently since.
The partnership focuses on improving the matchday experience for women and girls, raising awareness of gender inequality in football, and ensuring that everyone can enjoy the game without fear of abuse or discrimination.
Initiatives have included annual dedicated fixtures, engaging with fans through social media and first time female fan programmes. The club continues to work closely with the Her Game Too team and Holly to develop new initiatives that promote equality, diversity, and inclusion across the club.
HER GAME TOO AT
SWINDON TOWN
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Our Ambassador, Holly Aitkenhead, works to raise awareness, improve behaviour, and create a welcoming matchday environment at Swindon Town FC.
Specifically, Holly works directly with the club to promote respect and equality among supporters, which helps improve the matchday experience at the County Ground, especially for women and families. She acts as a point of contact for fans and supports inclusivity initiative and organises campaign events and dedicated fixtures.​
DEDICATED FIXTURES
Our dedicated fixtures are designed to highlight anti-sexism messaging, raise awareness, and celebrate female fans.
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We have hosted several dedicated fixtures at Swindon Town, for both the men's and women's teams.
In January 2025, we collaborated with Swindon Town on our First Time Fans initiative. Led by our ambassador, Holly, we brought women and girls to the County Ground to experience their first ever live men's football match.
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The latest dedicated fixture was February 2026, where the Club reinforced it's commitment to supporting Her Game Too and gender inclusivity in football.
SWINDON TOWN
WOMEN
Swindon Town Women is an integral and growing part of the club structure, including both a first team and development team.
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Alongside working with Her Game Too, the club is actively increasing visibility of women's football and supporting dedicated fixtures with the women's side.
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Holly's role includes supporting the growth and emphasis of Swindon Town women, showing gender inclusivity is a club-wide approach, not just on the men's side.
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