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

the product. 179 Prices for women’s football league games should be set according to thesefactors. There is a lot of competition within the different European leagues, clubs face a lot ofcosts operating the women’s football game and sell a performance, which must be perceivedas a high value product by its customers. Raising the prices for league game tickets is notonly necessary to recover costs but also to avert a negative psychological effect that can beperceived as: “this product can’t have any value because it is that cheap.” Thus, a minimumentry fee should always apply, even if only for the guardian who take their children.6.1.3 Place: Find attractive and accessible venuesFor many investigated clubs, the location of where home games are played is creating aserious issue as attendance figures show. Men’s clubs with integrated women’s footballteams should see the necessity of giving the possibility to their women’s teams, to use abigger, centralised placed stadium to hold their matches. League games held in isolatedplaces outside the city keep spectators from attending matches and impede the growing of thesport. Women’s only clubs are highly dependent on public-private partnerships. Publicfunding is highly valuable to stand alone women’s teams in terms of stadiums and facilities,and should be supported more.6.1.4 Promotion: Implement endorsement and advertising campaignsDespite ongoing activities in women’s football since the mid 70’s, the results of marketingpromotion in women’s football are, when compared to the history of sports marketing, stillrelatively underdeveloped. Analysing the review of sports marketing, aforementioned in themarketing and media section, there are two main elements missing:Firstly, on the way to success it seems essential to develop endorsement campaigns ofindividual athletes. In a second step it would be necessary to do so for some successful teams.Presently, the public general knowledge about the investigated clubs is minimal. There havebeen limited campaigns to deepen the knowledge of the main actors in women’s football.Clubs with a reasonable marketing budget should prepare campaigns of this character, toleverage their athletes and slowly develop their degree of popularity.Secondly, advertising is a highly effective marketing tool. Female football players couldbe marketed in a way that highlights attributes such being healthy, active, ambitious,successful, competitive, mentally strong, feminine, communicative, and trustworthy. These########################################################179 Cavusgil, Advances in International Marketing, 2000.!"##