UEFA Plans To Focus On Marketing Women's Football In Six Countries

The marketing of women's football by national associations was the focus of a workshop in The Hague, Netherlands, held under the auspices of the UEFA Women's Football Development Programme. Within its Women's Football Development Programme, UEFA has answered a number of requests by national associations for assistance in how to market the women's game, and has embarked on an individual assistance plan to help six specific associations -- Scotland, Iceland, Norway, Denmark, Russia and Austria -- draft a women's football marketing plan. UEFA recommended that the associations focus on their top national league, building a brand identity by, for example, creating a logo for their competition, and through brand activation from perimeter boarding to social media. Clubs are also being encouraged to play an active role in the project. Basic goals include increasing attendance at women's league matches, making the domestic league more attractive and boosting revenue streams in the mid- to long-term future (UEFA).