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

More documents

Recommendations

Info

that the clubs continue this relationship. It is important to explore a link between thecommunity and the burgeoning commercial activities of the club. A few communityopportunities and best practices found in the research include the following.4.9.1 Holiday campsTurbine Potsdam offers regularly taking place football holiday camps, of around 5 days forchildren from 6 – 12 years old. 163 Camps such as these are extremely beneficial for the clubin terms of revenue, gaining fan loyalty at a young age, and raising brand awareness in thelocal community. Additionally, these camps could also be beneficial to exchange experiencesbetween different clubs on a regional as well as national level.4.9.2 Football schoolsIn Germany, the DFB has introduced the concept of “Elite football schools for girls.” Thereare currently five certified Elite football schools for girls existing: Ahrweiler, Potsdam, Jena,Freiburg and Saarbrücken. These schools are aimed to better train young players and helpthem to combine their education with high performance sport. The DFB gives out acertificate to schools that fulfil their 18 criteria and supports each elite school with 30,000Euros per year. In the upcoming two years, there are plans to double the number of certifiedschools. 164 Clubs can capitalize on this DFB development by encouraging a partnershipbetween the schools and the women’s team, much like what occurs in Potsdam, developing arelationship with these young players and their families.A similar project occurs in England. The English Super League conducted studies toinvestigate families with 9-12 years old girls. 165 This demographic investigation deliveredsome useful information to inform the marketing approach. This helps to form a betterunderstanding of the target group potential, which the FA theorised are football interestedgirls and their families. This helps the FA structure the running of the Super League, as wellas the Centres of Excellence and various grassroots initiatives like FA Skills, where there willbe a strong connection between the future Super League clubs and schools.""""""""""""""""""""""""""""""""""""""""""""""""""""""""163 FFC Turbine Potsdam (2010) Turbine-Feriencamps 2010 [WWW]. Available from: http://www.turbinepotsdam.de/feriencamps.php[Accessed 15/06/2010].164 DFB - Deutscher Fußball-Bund e.V. [WWW]. Available from: http://www.dfb.de/ [Accessed 31/05/2010].165 Hayward, Interview, 12, May 2010."99"
4.9.3 Fan clubsFan clubs bring together the community with a vested interest in the club, and gives thesefans a stronger sense of identity in relation to the team. Examples of fan clubs, include FCR2001 Duisburg, FC Bayern Munich, Turbine Potsdam and Everton Ladies. Turbine Potsdamhas two established fan clubs “Turbineadler”, founded in 2004 and “Turbinefans e.V.”founded in 2008. 166 The Turbineadler even produce their own fan club magazine named“Schreiadler.” 167 Building relationships between the team and the fan club are important, likein 2006 when the former Turbine Potsdam team captain, Ariane Hengst, dedicated the playernumber 12 jersey to the fan club as the “twelfth player of the team.” 168 The number of fans isvery limited at this point, but they still bring added value for connection between the club andthe community.4.9.4 Athletes in PublicA benefit to lower profile athletes, is the club’s ability to easily bring them into thecommunity to raise awareness of the club. For example, Røa IL, on occasion, sends theirteam players to help people pack their shopping bags at one of their sponsor’s stores. 169 It is afeel-good type community involvement, and benefits local awareness and interaction. Theonly additional opportunity not yet taken with this event is creating a PR campaignsurrounding the good will gesture, which would reach a wider audience than those fewphysically present."Along that vein, the county of Lower Saxony in Germany has run a campaign ofsocial integration for girls through football at primary schools. 170While currently noindividual women’s club is involved, it could also be an opportunity for a team to forge tieswith a potentially multi-cultural fan base.There is a lot of room for social engagement and initiatives, which clubs can continueto develop. A bigger cooperation with local schools and public establishments could lead to a""""""""""""""""""""""""""""""""""""""""""""""""""""""""166 ibid.167 FFC Turbine Potsdam (2010) Official Website [WWW]. Available from: http://www.turbineadler.de/[Accessed 01/06/2010]168 ibid.169 Austad, and Nickelsen, Interview, 12, May 2010170 DFB (2010) Deutscher Fußball-Bund e.V. - DFB-Pokal 2009/2010 [WWW]. Available from:http://www.dfb.de/index.php?id=510029&no_cache=1&action=showSchema&lang=D&liga=dfbpokf&saison=09&saisonl=2009&spieltag=6&spielid=481&cHash=d06a8adae4 [Accessed 22/06/2010].9:"
Page 3:
AcknowledgementsThe FIFA Master has
Page 7 and 8: 4.5.4 Radio and Television Presence
Page 9 and 10: !"#$%&'()*(+,%'-./0%1-,(1.1 “The
Page 11 and 12: 1970 the General Assembly of the DF
Page 13 and 14: 2.1.3 Increase in interest for nati
Page 15 and 16: Similarly, UEFA has included gender
Page 17 and 18: 2.2 Existing Academic Research on W
Page 19 and 20: European context, with a strong emp
Page 21: "“Røa players have between 1-yea
Page 24 and 25: performs a sporting role as their m
Page 26 and 27: Such occasions therefore help provi
Page 28 and 29: implemented to create a distinct id
Page 30 and 31: "• marketing and media• sponsor
Page 32 and 33: Chapter 4: Data Analysis4.1 Adminis
Page 34 and 35: skilled professional, such as websi
Page 36 and 37: identified players with talent. 103
Page 38 and 39: and women to participate in organiz
Page 40 and 41: The club has to pay a rental fee on
Page 42 and 43: full ownership by a larger club, wh
Page 44 and 45: Only one or two clubs or federation
Page 46 and 47: 4.5.5 Print Media PresenceAnother p
Page 48 and 49: the sporting entity. This is why it
Page 50 and 51: sponsorship categories to attract r
Page 52 and 53: Table 3: Average Attendance - Speci
Page 54 and 55: merchandise available through their
Page 58 and 59: growing healthy relationship betwee
Page 60 and 61: 5.4 Growing costs for clubs, stayin
Page 62 and 63: Without taking anything away from t
Page 64 and 65: Chapter 6: RecommendationsThe follo
Page 66 and 67: values could be utilised by compani
Page 68 and 69: 6.4 Knowledge and resource sharing:
Page 70 and 71: #economically self-sufficient, most
Page 72 and 73: !"#$"%&'()*+,#Advanced Learners Dic
Page 74 and 75: FFC Turbine Potsdam (2010) TurbineT
Page 76 and 77: Soccerway, Europe - UEFA Women's Ch
Page 78 and 79: !""#$%&'#(!""#$%&'()(*(+,+!(-&.(/01
Page 80 and 81: !""#$%&'()(*()+,+-,,(./0!(1234(56$7
Page 82 and 83: !"##!""#$%&'()*+(,(-./"0#(12#34&5$$
show all

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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?