Leading from the driver’s seat
What if Instagram decided to eliminate all your followers tomorrow? Growing followers and fans doesn’t mean you control or own them. We should be grateful everyday for that to social media platforms. In the end, these users and data are theirs. Creating and nurturing...
“The greatest soccer city for women in the world”
Why marketing women’s football? In my opinion, to sustainably fill the stadium regardless of the score. Marketing is building a feeling through which fans will be eager to connect with your brand no matter what happens on the pitch. Creating a strong enough story that...
4 steps towards monetisation of your fan base
From letting your fans know that you exist to leading a profitable tribe. Either for women’s football clubs, athletes, tournaments and leagues, there are 4 necessary steps to grow a sustainable brand. If lots of stakeholders are not monetising, they are missing some...
3 goals for the future Danish women’s football
Football comes first, then marketing. National Associations across Europe are making promises in favour of a better game. Following the steps of England, the Danish Football Association has set three major goals to be achieved in the future. A vision designed to...
“Big clubs are making a professional national league real”
Last Monday, the Manchester City and England goalkeeper Karen Bardsley attended a webinar about women’s football, held by the Sports Business Institute Barcelona. She explained her vision about the growth of women’s football, the importance of the mental work for a...
6 tool kit for the new season
The new season is coming. For the marketing department, big part of the job should be already done regarding sponsorship, partners and fan campaigns. Here you have some measures that can be helpful to gain the maximum result, especially at an economic level: Check...
New free ebook: Women’s Football Business
After almost a year and a half since the first post about women’s football marketing, I’ve published more than 200 articles. On the new free ebook Women’s Football Business, you will find a collection of the best content from these posts. Strategy, sponsorship,...
Lola Gallardo, a story of perseverance and conviction
Perseverance, conviction and optimism. During Hero Girls Camp we were lucky to welcome Lola Gallardo, Atlético de Madrid and Spanish National Team goalkeeper. In her contribution, we learnt about the value of persisting and focusing on what one can influence. It...
The example of Mandy van den Berg for the next generations
Dear friends from women’s football, I will be out and not writing from tomorrow until August 13th due to entertainment and summer-related issues. Before this break, I would like to share the experience we had at Hero Girls Camp with the presence of Mandy van den Berg....
Silence is the ultimate goal propeller
The more we talk, the less we achieve. We want to start diets, do marathons and travel the world. We also want to organise summer camps, launch social media campaigns and catch new sponsors to rock it at a game. The truth is, the more we share our goals and mission,...
Barça women ready to shine in USA
Another breaking-record initiative from men’s to women’s football. Or from women’s to men’s football, why not? FC Barcelona women and men squads will share a pre-season tour in United States, a country that has become one of the fastest-growing football markets in the...
Club fans before women’s football fans
Fans should be the same as men’s. If they feel proud to be part of your club family, their heroes can be both women and men. Then, the first job is to build something worth being part and spreading. As the journalist Begoña Villarrubia said in her interview, readers...
How to create a legendary sponsorship activation
Ideas can be worth millions. Epic ideas that connect your brand, your fans and their passion can leave a long-lasting memory. Sponsorship campaigns that tell an emotional benefit rather than offering a product or service are the ones who make it. Digging into the...
“Big clubs don’t care about visibility, humble ones do”
Committed, detail-caring and versatile. She is Begoña Villarrubia, a journalist that, from the very beginning, has left a mark in different media channels as TV, radio and press. After 20 years at Mundo Deportivo, Begoña leads the Women’s Football section besides...
New packaging for the FA Women’s Super League
New goals, new branding. The FA Women’s Super League will start 2018-19 season with a new image. The new brand identity will be applied across FA Women’s Football Leagues, including the Women’s National League and the Women’s Championship too. This brand evolution...
From beta version to profitability
A product can be sold until it’s manufactured. Women’s football is produced but in a beta version, a minimum viable product, and not in many cases. One of the key factor it needs for its completion is salaries, we can’t ask for a competitive, attractive and profitable...
Own your piece of women’s football
You could be the first, the best and/or the only. Brands who have made it through the crowd are those who have avoided the crowd. Brand awareness comes with category. If we can identify and conquer a category within a market, we win. We lose when we try to make an...
This is about all of us
“This isn’t about me anymore”. This is how Stephanie Labbé described her challenge to be allowed to play in a men’s league after joining the team at pre-season. The Canadian goalkeeper embodies the story of an athlete who wanted to play with boys to become a faster...