Florrie Haslam was born in Bolton. The role of women changed dramatically during the First World War. As men left jobs to fight overseas, they were replaced by women. Women filled many jobs brought into existence by wartime needs. The greatest increase of women workers was in engineering. Over 700,000 women worked in the highly dangerous munitions industry.
The women working in factories began to play football during lunch-breaks. They formed into teams and played games against other factories. Florrie Haslam joined a team in Lancaster.
Alfred Frankland, who worked for a factory in Preston, formed the Dick Kerr Ladies team. Frankland was determined to create the best woman's team in England. Dick Kerr Ladies played against Bolton Ladies on Christmas Day, 1918. Frankland was impressed with the performance of Florrie Haslam and persuaded her to join his side.
Frankland arranged for Florrie to work in Preston. He also agreed to pay her 10 shillings every time she played for the team. This worked out at about £100 in today's money.
Women's football games were extremely popular. For example, a game against Newcastle United Ladies played at St. James's Park, in September, 1919, attracted a crowd of 35,000 people and raised £1,200 (£250,000) for local war charities.
In 1920 Alfred Frankland arranged for the Federation des Societies Feminine Sportives de France to send a team to tour England. Frankland believed that his team was good enough to represent England against a French national team. Four matches were arranged to be played at Preston, Stockport, Manchester and London. The matches were played on behalf of the National Association of Discharged and Disabled Soldiers and Sailors.
A crowd of 25,000 people turned up to the home ground of Preston North End to see the first unofficial international between England and France. England won the game 2-0 with Florrie Redford and Jennie Harris scoring the goals.
The two teams travelled to Stockport by charabanc. This time England won 5-2. The third game was played at Hyde Road, Manchester. Over 12,000 spectators saw France obtain a 1-1 draw. Madame Milliat reported that the first three games had raised £2,766 for the ex-servicemens fund.
The final game took place at Stamford Bridge, the home of Chelsea Football Club. A crowd of 10,000 saw the French Ladies win 2-1. However, the English Ladies had the excuse of playing most of the game with only ten players as Jennie Harris suffered a bad injury soon after the game started. This game caused a stir in the media when the two captains, Alice Kell and Madeline Bracquemond, kissed each other at the end of the match.
On 28th October, 1920. Alfred Frankland took his team to tour France. On Sunday 31st October, 22,000 people watched the two sides draw 1-1 in Paris. However, the game ended five minutes early when a large section of the crowd invaded the pitch after disputing the decision by the French referee to award a corner-kick to the English side. After the game Alice Kell said the French ladies were much better playing on their home ground.
The next game was played in Roubaix. England won 2-0 in front of 16,000 spectators, a record attendance for the ground. Florrie Redford scored both the goals. England won the next game at Havre, 6-0. As with all the games, the visitors placed a wreath in memory of allied soldiers who had been killed during the First World War.
The final game was in Rouen. The English team won 2-0 in front of a crowd of 14,000. When the team arrived back in Preston on 9th November, 1920, they had travelled over 2,000 miles. As captain of the team, Alice Kell made a speech where she said: "If the matches with the French Ladies serve no other purpose, I feel that they will have done more to cement the good feeling between the two nations than anything which has occurred during the last 50 years."
Soon after arriving back in Preston, Alfred Frankland was informed that the local charity for Unemployed Ex- Servicemen was in great need for money to buy food for former soldiers for Christmas. Frankland decided to arrange a game at between Dick Kerr Ladies and a team made up of the rest of England. Deepdale, the home of Preston North End was the venue. To maximize the crowd, it was decided to make it a night game. Permission was granted by the Secretary of State for War, Winston Churchill, for two anti-aircraft searchlights, generation equipment and forty carbide flares, to be used to floodlight the game.
Over 12,000 people came to watch the match that took place on 16th December, 1920. It was also filmed by Pathe News. Bob Holmes, a member of the Preston team that won the first Football League title in 1888-89, had the responsibility of providing whitewashed balls at regular intervals. Although one of the searchlights went out briefly on two occasions, the players coped well with the conditions. Dick Kerr Ladies showed they were the best woman's team in England by winning 4-0. Jennie Harris scored twice in the first half and Florrie Redford and Minnie Lyons added further goals before the end of the game. A local newspaper described the ball control of Harris as "almost weird". He added "she controlled the ball like a veteran league forward, swerved, beat her opponents with the greatest of ease, and passed with judgment and discretion". As a result of this game, the Unemployed Ex Servicemens Distress Fund received over £600 to help the people of Preston. This was equivalent to £125,000 in today's money.
On 26th December, 1920, Dick Kerr Ladies played the second best women's team in England, St Helens Ladies, at Goodison Park, the home ground of Everton. The plan was to raise money for the Unemployed Ex Servicemens Distress Fund in Liverpool. Over 53,000 people watched the game with an estimated 14,000 disappointed fans locked outside. It was the largest crowd that had ever watched a woman's game in England.
Florrie Redford, Dick Kerr Ladies' star striker, missed her train to Liverpool and was unavailable for selection. In the first half, Jennie Harris gave Dick Keer Ladies a 1-0 lead. However, the team was missing Redford and so the captain and right back, Alice Kell, decided to play centre forward. It was a shrewd move and Kell scored a second-half hat trick which enabled her side to beat St Helens Ladies 4-0.
The game at Goodison Park raised £3,115 (£623,000 in today's money). Two weeks later the Dick Kerr Ladies played a game at Old Trafford, the home of Manchester United, in order to raise money for ex-servicemen in Manchester. Over 35,000 people watched the game and £1,962 (£392,000) was raised for charity.
In 1921 the Dick Kerr Ladies team was in such demand that Alfred Frankland had to refuse 120 invitations from all over Britain. The still played 67 games that year in front of 900,000 people. It has to be remembered that all the players had full-time jobs and the games had to be played on Saturday or weekday evenings. As Alice Norris pointed out: "It was sometimes hard work when we played a match during the week because we would have to work in the morning, travel to play the match, then travel home again and be up early for work the next day."
On 14th February, 1921, 25,000 people watched Dick Kerr Ladies beat the Best of Britain, 9-1. Lily Parr (5), Florrie Redford (2) and Jennie Harris (2) got the goals. Representing their country, the Preston team beat the French national side 5-1 in front of 15,000 people at Longton. Parr scored all five goals.
The Dick Kerr Ladies did not only raise money for Unemployed Ex Servicemens Distress Fund. They also helped local workers who were in financial difficulty. The mining industry in particular suffered a major recession after the war. In March, 1921, the mine-owners announced a further 50% reduction in miner's wages. When the miners refused to accept this pay-cut, they were locked out from their jobs. On April 1 and, immediately on the heels of this provocation, the government put into force its Emergency Powers Act, drafting soldiers into the coalfield.
The government and the mine-owners attempted to starve the miners into submission. Several members of the Dick Kerr team came from mining areas like St. Helens and held strong opinions on this issue and games were played to raise money for the families of those men locked out of employment. As Barbara Jacobs pointed out in The Dick, Kerr's Ladies: "Women's football had come to be associated with charity, and had its own credibility. Now it was used as a tool to help the Labour Movement and the trade unions. It had, it could be said, become a politically dangerous sport, to those who felt the trade unions to be their enemies.... Women went out to support their menfolk, a Lancashire tradition, was causing ripples in a society which wanted women to revert to their prewar roles as set down by their masters, of keeping their place, that place being in the home and kitchen. Lancashire lasses were upsetting the social order. It wasn't acceptable."
The 1921 Miners Lock-Out caused considerable suffering in mining areas in Wales and Scotland. This was reflected by games played in Cardiff (18,000), Swansea (25,000) and Kilmarnock (15,000). Dick Kerr Ladies represented England beat Wales on two successive Saturdays. They also beat Scotland on 16th April, 1921.
The Football Association was appalled by what they considered to be women's involvement in national politics. It now began a propaganda campaign against women's football. A new rule was introduced that stated no football club in the FA should allow their ground to be used for women's football unless it was prepared to handle all the cash transactions and do the full accounting. This was an attempt to smear Alfred Frankland with financial irregularities.
On 5th December 1921, the Football Association issued the following statement:
Complaints having been made as to football being played by women, the Council feel impelled to express their strong opinion that the game of football is quite unsuitable for females and ought not to be encouraged.
Complaints have been made as to the conditions under which some of these matches have been arranged and played, and the appropriation of the receipts to other than Charitable objects.
The Council are further of the opinion that an excessive proportion of the receipts are absorbed in expenses and an inadequate percentage devoted to Charitable objects.
For these reasons the Council requests the clubs belonging to the Association refuse the use of their grounds for such matches.
This measure removed the ability of women to raise significant sums of money for charity as they were now barred from playing at all the major venues. The Football Association also announced that members were not allowed to referee or act as linesman at any women's football match.
The Dick Kerr Ladies team were shocked by this decision. Alice Kell, the captain, spoke for the other women when she said: "We play for the love of the game and we are determined to carry on. It is impossible for the working girls to afford to leave work to play matches all over the country and be the losers. I see no reason why we should not be recompensated for loss of time at work. No one ever receives more than 10 shillings per day."
Alice Norris pointed out that the women were determined to resist attempts to stop them playing football: "We just took it all in our stride but it was a terrible shock when the FA stopped us from playing on their grounds. We were all very upset but we ignored them when they said that football wasn't a suitable game for ladies to play."
As Gail J. Newsham argued In a League of their Own: "So, that was that, the axe had fallen, and despite all the ladies denials and assurances regarding finances, and their willingness to play under any conditions that the FA laid down, the decision was irreversible. The chauvinists, the medical 'experts' and the anti women's football lobby had won - their threatened male bastion was now safe."
Alfred Frankland responded to the action taken by the Football Association with the claim: "The team will continue to play, if the organisers of charity matches will provide grounds, even if we have to play on ploughed fields."
Frankland now decided to take his team on a tour of Canada and the United States. The team included Florrie Haslam, Jennie Harris, Daisy Clayton, Alice Kell, Florrie Redford, Alice Woods, Jessie Walmsley, Lily Parr, Molly Walker, Carmen Pomies, Lily Lee, Alice Mills, Annie Crozier, May Graham, Lily Stanley and R. J. Garrier. Their regular goalkeeper, Peggy Mason, was unable to go due to the recent death of her mother.
When the Dick Kerr Ladies arrived in Quebec on 22nd December, 1922, they discovered that the Dominion Football Association had banned them from playing against Canadian teams. They were accepted in the United States, and even though they were sometimes forced to play against men, they lost only 3 out of 9 games. They visited Boston, Baltimore, St. Louis, Washington, Detroit, Chicago and Philadelphia during their tour of America.
Florrie Redford was the leading scorer on the tour but Lily Parr was considered the star player and American newspapers reported that she was the "most brilliant female player in the world". One member of the team, Alice Mills, met her future husband at one of the games, and would later return to marry him and become an American citizen.
In Philadelphia four members of the team, Florrie Haslam, Jennie Harris, Lily Parr, and Molly Walker, met the American Women's Olympic team in a relay race of about a quarter of a mile. Even though their fastest runner, Alice Woods, was unavailable through illness, the Preston ladies still won the race.
Dick Kerr Ladies continued to play charity games in England but denied access by the Football Association to the large venues, the money raised was disappointing when compared to the years immediately following the First World War. In 1923 the French Ladies came over for their annual tour of England. They played against Dick Kerr Ladies at Cardiff Arms Park. Part of the proceeds were for the Rheims Cathedral Fund in France.
Dick, Kerr Engineering was eventually taken over by English Electric. Although they allowed the team to play on Ashton Park, it refused to subsidize the football team. Alfred Frankland was also told that he would no longer be given time off to run the team that was now known as the Preston Ladies.
Frankland decided to leave English Electric and open a shop with his wife in Sharoe Green Lane in Preston where they sold fish and greengroceries. He continued to manage Preston Ladies with great success.
It is not known when Florrie Haslam stopped playing football.