International Women’s Day is at the heart of West Ham United’s latest celebration, underscoring the women who shape the Club—on and off the pitch—throughout the year.
By shining a spotlight on representation, West Ham seeks to strengthen the sense of belonging that runs through every corner of the Claret and Blue community.
At the heart of the celebrations is the latest edition of Rooted In, a powerful video and photo series that puts the spotlight on the diverse stories of West Ham United’s female supporters.
First launched during Black History Month in 2024, the series is back—this time for International Women’s Day—shining a light on the passion, pride, and unwavering loyalty of the women who make West Ham more than just a football club.
Filmed at Peanut Factory Studios in Hackney Wick, this campaign unites fans across generations, backgrounds, and supporter groups—from Any Old Irons and Inclusive Irons to the Disabled Supporters Association.
Each participant reveals her unique West Ham story in dynamic portraits and intimate video interviews, reflecting on everything from that first emotional connection to the importance of seeing women succeed in the football world.
Proud West Ham fan Georgina Hunt headed up this female-led creative team, and she was particularly inspired by the project’s spirit:
“We wanted to capture these women exactly as they are – bold, passionate, and proud. As a lifelong supporter, being part of this project was incredibly special.
The ‘Rooted In’ concept is about more than just photos; it’s about telling stories that resonate, stories that show how these fans are not just represented by the Club, but how they represent West Ham every day.”
The new ‘Rooted In’ campaign will begin rolling out across West Ham United’s digital platforms starting Saturday, 8 March.
You’ll also find it featured in the Premier League matchday programme for the Newcastle United fixture on 10 March, and in the Women’s Super League programme for the Tottenham Hotspur match on 23 March.
Further marking International Women’s Day, West Ham United will launch the official Women’s team TikTok channel on 7 March—an exciting new space to celebrate players, supporters, and the stories that continue to shape the Club’s future.