Uefa has made a record investment into marketing women’s football, believing broadcasters and sponsors have reached a point where they are ready to get behind it and that, in time, there will be commercial gains to be enjoyed.
European football’s governing body admits that it’s perhaps been slow to act. Only this year did it make a commitment to double participation in women’s football as well as double the number of fans and deliver consistent success on the world stage by 2020.
“It’s more than time for Uefa to dive deeply into women’s football,” said Peter Willems, head of marketing activities and sponsorship at Uefa. “The time is right – there is a movement for gender equality. Although we didn’t want to take advantage of that wave, we’ll surf on it.”
The first concerted effort to market the game to women is centred on encouraging young girls to play. Quite
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