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

a best seller in their online store is the Turbine-Shirt DOUBLE 2010. 162 Following in thefootsteps of many sporting clubs, Turbine Potsdam has leveraged their sporting success intodirect revenue.4.8.3 Merchandising Within a Men’s ClubThere is a grey area that exists in defining what could be considered as women’s footballmerchandise. For teams existing within a larger club, especially with a highlycommercialised men’s team, it proves to be difficult to identify merchandise branded for thewomen’s team. For example, some clubs sell their replica jerseys, which are identical for themen’s and women’s teams. This option does, however, provide opportunity for fans tocustomize the jersey to their favourite female player versus male player. There is room toprovide the women’s team an opportunity to build its own brand and identify its players withthe club merchandise. Olympique Lyonnais uses only players from its current squad for themerchandise catalogue. It serves a dual purpose, indentifying the merchandise with thewomen’s team for their fans, but also creates greater awareness of the players and teamamongst fans of the Olympique Lyonnais men’s team.4.8.4 Importance of MerchandisingWhile many dismiss merchandising as an expendable activity for developing women’s teams,merchandising should not be seen merely as profit seeking activity. For most supporterspurchasing a particular item helps build a connection to the club they support. It should benoted the two teams playing at the 2010 UEFA Women’s Champions League final, TurbinePotsdam and Olympique Lyonnais, have strong merchandising plans. Albeit a differentapproach, one on variety and leveraging of success, the other full integration into the club’scatalogue, both are at the forefront of merchandising for women’s teams in Europe, includingease of purchasing and online promotion.4.9 CommunityWomen’s football in Europe has had a long history of strong connections with the grassrootsand community involvement. However, as they begin to grow and professionalise, it is key""""""""""""""""""""""""""""""""""""""""""""""""""""""""162 ibid.9%""