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

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4.5.5 Print Media PresenceAnother potentially expensive form of marketing, despite its effectiveness is print media.Turbine Potsdam deems such print media a priority, and distributes “Die Turbine” with aprint run up to 1,000 copies at every game. Further on they produce a 150-page magazine“Turbine Saisonheft” at the beginning of every new season. 144 However the majority ofclubs are more similar to AZ Alkmaar. The club has marketing strategies, which willindirectly increase revenue through increased exposure. However, they have prioritized theirtime to attracting more sponsorship, a direct revenue stream. 1454.5.6 Internet PresenceIncreasingly, women’s teams see a dynamic Internet presence as the most affordable avenuefor increasing brand awareness, as well as reaching an important demographic, the youth. 146The leagues are using their resources to host live streaming of important games, includingregular highlights segments on DFB TV and The English FA TV. Beyond leagues,Olympique Lyonnais is an important study for teams within a larger men’s club. They havefully integrated the team in their website news articles, weekly online highlight shows, photogalleries, and online merchandise shop. This greatly increases the brand awareness for theOlympique Lyonnais women’s team, and increases the team’s legitimacy to its men’s teamfans.For women’s-only clubs, the best practices have been exploiting new media platformsto gain exposure for the team. Since February 2009 Turbine Potsdam, as the first Bundesligaclub, is operating a YouTube channel by the name of “Turbine TV.” 147 FCR Duisburg, UmeåIK and Turbine Potsdam use Facebook, with the later on Twitter as well, to engage with fanswith regular news updates and discussion boards. 148 Turbine Potsdam also uses the Internet""""""""""""""""""""""""""""""""""""""""""""""""""""""""144 FFC Turbine Potsdam (2010) Offizieller Fanshop [WWW]. Available from:http://www.turbine-fanshop.de/shop/index.php/cat/c100_Stadionhefte-09-10.html [Accessed 01/06/2010]145 Molenaar, Interview, 14, June 2010.146 Schulha, Interview, 10, June 2010.147 FFC Turbine Potsdam (2010) TurbineTV - der Videopodcast des [WWW]. Available from:http://www.youtube.com/user/1FFCTurbinePotsdam [Accessed 01/06/2010]148 FCR 2001 Duisburg (2010) Official Facebook [WWW]. Available from:http://www.facebook.com/home.php?#!/pages/FCR-2001-Duisburg/289491014648?ref=search[Accessed 15/06/2010]"%9"
for broadcasting, with Internet radio channel “Babelsberg Hitradio” reporting live everygame.4.5.7 Marketing and Media ConclusionsUsing print and television to marketing women’s football on a club level can be costly. Untilthe sport gains popularity such that the interest will garner broadcaster-produced content, likethe men’s game, women’s clubs are beginning to see the potential in internet platforms,linking into the global fan base for women’s football. As well, while not fully developed,clubs are also using social media platforms to create a community for the fans, albeit online,to engage with each other and the team. Also, as seen there is potential in creating a strongregional partnership to connect with local fans through regional television and radio.4.6 Sponsorship4.6.1 Types and Importance of Sponsorship RevenueSponsorship is a vital revenue stream for athletes, clubs, federations and sporting events onall levels, all over the world. There are three particular aspects of sponsorship includingbuilding brand equity, patronage, and exclusivity. The first is a company’s effort to link theirbrand with the brand identity of the team, and based off the companies decision to expandconsumers’ awareness of their brand through sport. Patronage on the other hand is closelylinked to Corporate Social Responsibility, or CSR:“Whilst pure sport sponsorship can often be based on hard nosed marketing andbusiness decisions, any CSR investment is based more on how a business can improvethe communities in which it operates.” 149And lastly, exclusivity is the standard procedure to enhance brand recognition for thesponsor. Effective sponsorship brings together sponsors and organisations that have similarbrand values and target groups. Those partnerships tend to have mutually beneficial effects.In order to achieve that, it is important to know or define target groups and brand values of""""""""""""""""""""""""""""""""""""""""""""""""""""""""149Hemsley, Steve, “Corporate Social Responsibility and Sports Sponsorship: How sports helps business to fulfilCSR obligations,” International Marketing Reports Ltd., 2009."%:"
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