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

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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].!"#
offering holiday camps on a regular basis to 6-12 year olds and Arsenal LFC offers summerholiday soccer schools of two days to 7-14 years old. 183 Many successful examples of thiskind can also be found in men’s football, with FC Bayern Munich, VfB Stuttgart 1893 e.V.184 185 186and Manchester United.6.3.2 Improve match day experienceThe actual match day experience, being at a usual league game or a cup final, could beexploited in a more efficient way. Ideas for this kind of diversification are to turn the matchday into a broader experience by offering site events for children and their families. TheGerman city Cologne, gave a good example when hosting the DFB women cup final in Mayof this year, by turning the match day into a “family football fest.” 187 The event included anarray of additional programmes including music concerts and charity football games withdifferent well-known sport characters, which brought added value to the spectators’ game dayexperience.6.3.3 Develop merchandise rangeMerchandise as a revenue stream offers a lot of room for exploitation. Turbine Potsdam andArsenal LFC, more or less being the only women’s football clubs offering a broad range ofmerchandise products on their own website, 188 show how this stream can be utilised. TurbinePotsdam is operating a good idea of selling their recent triumph within merchandise items.Other clubs could take this example to enlarge their merchandise range, attract buyers andfind ways to create demand for their products. It should be kept in mind that effectivemerchandising is not only a revenue stream but also a form of brand building andidentification with fans of the club.""""""""""""""""""""""""""""""""""""""""""""""""""""""""183Arsenal Ladies (2010) Summer Holiday Soccer Schools [WWW]. Available from:http://www.arsenal.com/news/ladies-news/summer-holiday-soccer-schools [Accessed 01/06/2010].184FC Bayern Fußballschule (2010) [WWW]. Available from: http://www.fcbayern-fussballschule.de/[Accessed 01/06/2010].185 VfB Stuttgart 1893 e.V. (2010) Das Camp-Angebot der VfB-Fußballschule [WWW]. Available from:http://www.vfb-stuttgart.de/de/verein/fussballschule/angebote/camps/index.php [Accessed 15/06/2010].186 Manchester United Soccer Schools (2010) Football Training Camps & Football Camps [WWW]. Availablefrom: http://www.manutdsoccerschools.com/Courses.aspx [Accessed 10/06/2010].187 DFB-Pokalfinale (2010) Köln feiert den Frauenfußball mit einem Familienfest [WWW]. Available from:http://www.report-k.de/content/view/28879/ [Accessed 25/05/2010].188FFC Turbine Potsdam (2010) Offizieller Fanshop [WWW]. Available from: http://www.turbinefanshop.de/shop/index.php/cat/c100_Stadionhefte-09-10.html[Accessed 01/06/2010] and Arsenal Ladies (2010)Ladies Merchandise [WWW]. Available from: http://www.arsenal.com/155/unhoused-import-pages/buyarsenal-ladies-merchandise-[Accessed 25/06/2010]."!!"
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AcknowledgementsThe FIFA Master has
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4.5.4 Radio and Television Presence
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1970 the General Assembly of the DF
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2.1.3 Increase in interest for nati
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Page 24 and 25: performs a sporting role as their m
Page 26 and 27: Such occasions therefore help provi
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Page 60 and 61: 5.4 Growing costs for clubs, stayin
Page 62 and 63: Without taking anything away from t
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