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

values could be utilised by companies for the promotion of various different products thathave these values as part of their portfolio or to a similar target audience as women’s football.#Examples for products and categories are numerous: cosmetics & personal hygiene,sports clothing & apparel, health products, supermarkets, nutrition, fashion, mobile phones &communication, watches, jewellery, cars, amongst others. An example of successfuladvertising using female athletes is German tennis player Steffi Graf advertising for the foodcompany Dr. Oetker GmbH. 180 Professional sports teams have also been successfully utilisedin advertising. The German women’s national team has been part of an advertising campaignfor the German business group REWE, being the official team premium partner. 181 Suchindividuals and teams showcase how athletes can be utilised in marketing campaigns.6.2 Utilise new media as young and cost effective toolThe clubs analysed showed some successful usage of social networks such as Facebook andtwitter as well as video-sharing websites, such as YouTube, however this could be used morewidely. These new forms of media, with a viral nature of divulgement, are the future of socialexchange as already uncountable users are part of this trend. The social network websiteFacebook, being one of the biggest social networks worldwide, already counts for almost halfa billion users. 182 Women’s teams like FC Bayern Munich, FCR Duisburg and TurbinePotsdam already employ this form of new media, but member figures show that there is roomfor improvement. Other teams are advised to make use of this new, less costly, form ofmedia, as it is a good way to attract a young target audience, and attract new supporters.6.3 Diversification of revenue streams:6.3.1 Offer holiday campsOverall, the revenue streams of women’s football clubs should be diversified. Holiday campsto attract more young potential players by offering days of football experience and a chanceto meet a women’s team star player could be a way to expand revenues. Turbine Potsdam is########################################################180 Unternehmen (2010) Official Website [WWW]. Available from:http://www.oetker.de/oetker/unternehmen.html [Accessed 01/05/2010].181 Horizont (2009) Fußball-Frauen shoppen bei Rewe [WWW]. Available from:http://www.horizont.net/aktuell/marketing/pages/protected/Fussball-Frauen-shoppen-bei-Rewe_85538.html[Accessed 01/06/2010].182 Soziale Netzwerke (2010) Facebook will die Plattform im Netz warden [WWW]. Available from:http://www.faz.net/s/Rub2F3F4B59BC1F4E6F8AD8A246962CEBCD/Doc~EB0E9CDF1CA25418B9C5135FDBBAEDF07~ATpl~Ecommon~Scontent.html [Accessed 03/06/2010].!"#