Meet Sarah – Young Elite Football Player – On International Women’s Day

Imagine a football world where gender equality is the norm – free of bias, stereotypes and discrimination. A world that is diverse and inclusive. This International Women’s Day, Wrist is proud to support Sarah Soegaard Hedehus, a talented young goalkeeper from Noerresundby, who plays for AaB U16/U19. Sarah dreams of becoming a professional football player and represents a new generation of girls who are not only chasing their ambitions on the pitch, but also standing up for equal opportunities in elite sport.

Women's football is undergoing rapid global development, driven by FIFA's 13 targeted development programs aiming for 60 million players by 2027. Key focus areas include grassroots participation, professionalizing leagues, increasing female coaches and improving commercial value, with top clubs now generating over €10m in revenue.¹

More about Sarah

• Local football talent from Noerresundby – Denmark, currently in 9th grade
• Goalkeeper for AaB’s U16/U19 elite teams
• Attends morning training twice a week and trains four times weekly

The sponsorship supports Sarah’s continued development – and sends a clear message: Wrist believes in young, ambitious talents and in a future for women’s sport free from bias and discrimination.

Discrimination has no place in sport – and no place in society As England’s Euro 2025 hero – Chloe Kelly – says: “We’re here to stay” – “No form of discrimination is acceptable – not in our sport – and especially not in society.” Sarah confirms: “My teammates in AaB and I – we’re here to stay. Together, we can build gender equality in football.”

The downside of professional women’s football
Despite the progress, professional women’s football still faces significant barriers:

• Almost 80% of ‘Women in Football’, a network in and around the football industry, have experienced discrimination within the past 12 months.²
• 86% of women working in football believe women must work harder than men to achieve the same recognition and benefits.
• 69% of the men surveyed agree.

 

 

¹ Inside FIFA: Growing the women’s game (October 2025)
² Almost 80 per cent of women in football experienced discrimination in last year through work, Women In Football study finds | Football News | Sky Sports

 

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