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

the sporting entity. This is why it is crucial to have a sponsorship strategy. 150 Women’sfootball is no exception.4.6.2 Sponsorship in European Women’s FootballSponsorship is increasing in women’s football on the whole, 151 and for all of the interviewedclubs, sponsorship is one of the main sources of income. E.g. for Umea IK, sponsorshipincome represents 50% of all revenues. For FCR 01 Duisburg, it is also the biggest source ofincome, before DFB-subsidies and gate receipts. 152"Based on the collected data andinterviews, there seem to be two successful models. The first one is what will be called the‘Integrated Sponsorship Model’, which is relevant for women’s teams that are part of a bigbrand club. The second one is the ‘Women’s Club Sponsorship Model’, which is morerelevant for strong brands of pure women’s clubs.4.6.3 Integrated Sponsorship ModelMany clubs in European women’s football are under the ownership or linked with a men’sclub. In this case, it is often the flagship of the club, which is used to attract the best and mostgenerous sponsors for the entire club because of the higher brand value. For example ArsenalLFC, Everton Ladies, Bayern München women, Olympique Lyonnais women all haveexactly the same sponsors as the professional men’s teams. 153 Consequently, the women’steam (and other departments of the club) simply become part of the sponsorship deal. Thereare benefits and challenges to the integrated model, and Tatjana Haenni argued in herinterview, her club was seeking a women’s only team sponsor, and that all clubs should do soto lessen the reliance on the men’s team and, more importantly, differentiate the “product” ofwomen’s football in the consumer’s mind. 154 However, Karen Danner, women’s coordinatorof Bayern Munich would disagree and stated, “The club is our main sponsor. This means we""""""""""""""""""""""""""""""""""""""""""""""""""""""""150Elisa Bortoluzzi Dubach and Hansrudolf Frey, eds. Sponsoring: Der Leitfaden für die Praxis (Haupt Verlag:Bern, 2007), 111.151 DFB acquired 3 new sponsors for premium category of the women’s national team, and already having a750,000 Euro main sponsorship. TESCO supermarkets have successfully sponsored women’s football inEngland, and E.ON, specifically the women’s FA Cup. DFB (2009) Der DFB reduziert die Zahl seinerSponsoren [WWW]. Available from: http://www.handelsblatt.com/magazin/fussball/der-dfb-reduziert-die-zahlseiner-sponsoren;2266558[Accessed 29/06/2010].152 Jasinski, Interview, 21, May 2010.153 Mo Marley, FA National Women’s Player Development Centre, Everton Ladies, interview by Keitaro Aoki,27, June 2010; Danner, Interview, 29, March 2010.154 Haenni, Interview, 3 June, 2010.%;"