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

challenges, clubs and their leagues have been able to develop some marketing, includingrecent developments in social media.4.5.3 Marketing Strategy FormulationsInstead of ad hoc marketing and relying on media outlets, women’s football has begun tostrategize a marketing plan. The approach of the KNVB and, most recently, the English FA,could be deemed a best practice and broadly applicable. Before creating EredivisieVrouwen’s current format, the KNVB began with a business plan to develop nationalwomen’s football. 138 Similarly, the English FA has conducted market research and developeda strategic plan for its Super League. 139 So far, they are following the principles defined byGerd Nufer and André Bühler. Their message underlines that sports marketing is not just amodification of the general form of marketing, but should be seen as a very special – almostindependent – type of marketing. 1404.5.4 Radio and Television PresenceTelevision, being an expensive form of media to produce broadcasts or exploit foradvertisement, is mostly utilized by teams within men’s clubs. Olympique Lyonnaisbroadcasts on their private channel, OLTV, the Women’s Champions League games andincludes the team in other club-created content. 141 Bayern Munich, as well, capitalizes on itscommercially orientated men’s team. Their private channel will include the women’s team inreports from time-to-time. 142 Exceptionally, FCR Duisburg, as quite a small organisation incomparison, has developed a strong connection to local radio and television, and isbroadcasted regularly by the regional WDR TV and radio. Beyond these clubs, televisionpresence is most often a league-wide negotiation, with the 2011 Super League to be televisedon ESPN, and the Damellsvenkan nationally televised in Sweden. As Tessa Hayward stressedin her interview, the English FA feels television is a must to developing the league’s nationalprofile. 143""""""""""""""""""""""""""""""""""""""""""""""""""""""""138 Janssens, Interview, 10, May 2010.139 Hayward, Interview, 12, May 2010.140 Gerd Nufer and André Bühler, eds. Management und Marketing im Sport. (ESV: Berlin, 2008).141 Olympique Lyonnais (2010) Official Website [WWW]. Available from:http://www.olweb.fr/en/Accueil/0/Accueil [Accessed 10/05/2010]142 Danner, Interview, 29, March 2010.143 Hayward, Interview, 12, May 2010.%%""