Belfast-based retail brand, Born and Bred, has been confirmed as the new sponsor of the Irish FA’s Women’s Leadership Programme, an 18-month development initiative designed to support, inspire and empower women to progress into leadership roles across football in Northern Ireland.
Founded by entrepreneur Linzi Rooney, Born and Bred has become one of Northern Ireland’s best-known independent retailers, championing local creativity, celebrating home-grown talent and creating opportunities for people to thrive.
The sponsorship will help fund a comprehensive leadership programme comprising in-person workshops, online learning, leadership profiling, peer coaching and mentoring. Participants will also benefit from the support of experienced Irish FA mentors, gaining practical insight, guidance and real-world leadership experience throughout the programme.
Irish FA Women’s Football Development Officer, Marissa Callaghan said:
“We are really proud of a programme that is helping talented women realise their leadership potential and make a lasting contribution to football in Northern Ireland. Having the support of Born and Bred, a successful local business that shares our commitment to empowering people and investing in communities, is hugely important.
“Together, we want to create more opportunities for women to lead, influence and shape the future of our game. By investing in female leadership, we are strengthening pathways, increasing representation and ensuring football benefits from a broader range of experiences, perspectives and voices. We are delighted to welcome Born and Bred as a partner on that journey.”
The programme brings together women from a broad range of football roles, including coaching, refereeing, governance, administration, marketing and programme delivery. Participants are supported to build confidence, develop leadership capability and establish strong professional networks, equipping them to make a meaningful impact both within football and across sport more widely.
Born and Bred founder Linzi Rooney said:
“Backing brilliant women? That’s an easy yes from me.
“At Born and Bred, we’ve always believed in celebrating local talent and helping people fulfil their potential. Leadership isn’t about waiting for permission – it’s about having the confidence to step forward when the opportunity comes.
“When I heard that only three per cent of football coaches are women, supporting the Irish FA Women’s Leadership Programme felt like a natural fit. This programme is helping more women develop the confidence, skills and networks to lead, not just in football but in every aspect of life. Here’s to more women making the calls, on and off the pitch.”
