Identifying Best Practice in Women's Football - FIFA/CIES ...

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"• marketing and media• sponsorship• match day• merchandise• and community including fan clubs.These categories were identified by a review of existing literature in the sports industry andby consultation with subject matter experts. 83 84 A review of the agendas and programmes ofthe FIFA and UEFA Women’s Football conferences also influenced the selection of therelevant categories. While not exhaustive, this list does provide a comprehensive insight intoimportant aspects of sports practices at the highest level. It is identified that these categoriesare vital in the sustainable development of sport in general, not just women’s football.3.2 Methods and sourcesData gathering involved both qualitative and quantitative methods. Primary data wascollected utilising personal interviews, teleconferences, club documents and reports, andemail communication 85 . Secondary data collection and meta-analysis was performed onexisting quantitative datasets of UEFA and FIFA. In addition, a review of academic literatureabout women’s football and sport management was performed.3.3 Primary DataIn selecting the dataset, a combination of being in the last 16 of UEFA’s Women’sChampions League, with one exception, and domestic success, convenience, accessibility andcooperation, and language were influential in the selection of the primary data set. 86Besides attempting to get a degree of geographical variation in the dataset, arepresentation of the three main types of ownership/autonomy was important. Independent""""""""""""""""""""""""""""""""""""""""""""""""""""""""83 Daniel Covell,et. al.eds. Managing sports organizations: responsibility and performance. 2nd Ed.Butterworth-Heinemann, 2007.84 Vonnez-King, Anne and Katharina Scheel, UEFA Women’s Competitions Department, personalcommunication, 8, March 2010; Haenni, Interview, 3 June, 2010.85 See Appendix 3.86 The exception is the Everton Ladies. Included to give an additional insight into the new Super League inEngland.#7"
purely women’s clubs are represented by 1.FFC Turbine Potsdam and FCR 2001 Duisburge.V. Clubs which are multi-coded, community driven and are not attached to a successfulmen’s team are represented by Umea IK and Røa IL. While women’s teams that are ownedand run by a professional men’s club include Olympique Lyonnaise, FC Bayern Munich,Arsenal, and AZ Alkmaar. There is also the combination of open league systems withrelegation and promotion, which are contrasted with the closed league systems in Englandand the Netherlands.3.4 Secondary DataThe analysis of existing data utilised sources from UEFA and FIFA. The followingquestionnaires were reviewed:• UEFA Questionnaire 2004: Women’s Domestic Competitions• UEFA Women’s Champions League Round of 16 Questionnaire• FIFA Questionnaire to National Football Associations 2003: The Status of Women’sFootballThe responses to the questionnaires not only provided comparable data across the countries inthe data set, but also revealed the key indicators that are important to the custodians ofwomen’s football.3.5 Project timelineLiterature review (September 2009 – January 2010)Primary and secondary data gathering (February 2010 – May 2010)Transcription and data analysis (June 2010)Research report completed (9 July 2010)"$8"
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