by Mark Chaplin. The associations' marketing plans should also comprise promoting the general image of women's football from grassroots to the elite level. "This marketing plan project is a key step for these associations in reaching that next level, a step closer towards the professionalisation of the women's game in these countries," she said. With associations' women's football managers and marketing managers able to meet around the same table, in some cases for the first time, the deliberations in The Hague underlined the thought and consideration that is being given to pushing women's football even further forward throughout Europe. So, as is already being done in some marketing efforts, sponsoring and promoting female football players that are not famous already can be key in growing women’s football. "This marketing plan project is a key step for these associations in reaching that next level, a step closer towards the professionalisation of the women's game in these countries," she said. UEFA's programme to help its member associations develop and promote women's football in their countries continues apace, with the marketing of the women's game taking centre stage at a workshop in The Hague. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. Tuesday 29 January 2013 The marketing of women's football by national associations was the focus of a workshop in The Hague, held under the auspices of the UEFA women's football development programme. His fellow UEFA Executive Committee member Karen Espelund is also a firm advocate of the assistance work being undertaken. A major event in the world of women’s football is the SheBelieves Cup, held in the US every Spring since 2016 with the national teams from the United States, England, France, and Germany. UEFA recommended that the associations focus on their top national league, building a brand identity by, for example, creating a logo for the competition, and through brand activation from perimeter boarding to social media. women's football development programme (WFDP). Although men’s football typically brings in more revenue in countries with successful men’s teams like Germany or Spain, the prize pool for the American Women’s World Cup team is irrationally low because the American Women’s World Cup games did bring in more money than the 4 matches that the men participated in during the Men’s World Cup. Tuesday 29 January 2013 Clubs are also being encouraged to play an active role in the project. UEFA invited the French Football Federation (FFF) and the German Football Association (DFB) to share their experiences and offer advice and recommendations. In addition, the Royal Belgian Football Association (KBVB/URBSFA) and Royal Dutch Football Association (KNVB) gave a joint presentation on how they have set up the BeNe league. Use of UEFA.com signifies your agreement to the Terms and Conditions and Privacy Policy. That said, nearly 100 years later the FIFA Women’s World Cup 2019 in France is expected to be the biggest yet. Last year, the two associations decided to merge their female top flights, with the UEFA Executive Committee giving its approval on a three-season trial basis. Some may use their national teams' exposure, combined with good results and positive image, as leverage to enhance the domestic leagues, whether it be for potential sponsors or spectators. by Mark Chaplin Email Reg No:5728739 / UK Trademark:UK00002456583 / European Trademark:015494198 / VAT:895726563 / Data Protection:ZA089522 / Unit M4 Hilton Park, East Wittering, Chichester, West Sussex, PO20 8RL, UK. The objective is to promote women's football even more intensively in associations where solid development structures are in place. In The Hague, the workshop looked at how the associations had been working in the nine months since the marketing project was launched. You can adjust all of your cookie settings by navigating the tabs on the left hand side. Inside UEFA You can find out more about which cookies we are using or switch them off in settings. Last year, the two associations decided to merge their female top flights, with the UEFA Executive Committee giving its approval on a three-season trial basis. This website uses cookies so that we can provide you with the best user experience possible. The reality is that there are relatively few football players that the majority of the population knows. The objective is to promote women's football even more intensively in associations where solid development structures are in place. Clearly, women’s football needs to gain support, and strategic marketing can really make positive impact. No use for commercial purposes may be made of such trademarks. Some may use their national teams' exposure, combined with good results and positive image, as leverage to enhance the domestic leagues, whether it be for potential sponsors or spectators. Children look up to these women as role models and with more well-known players, more people can enjoy following these women throughout their football careers.