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The growth in English women’s football marketing

English women’s football is beginning to take a remarkable lead on and off the field. A global benchmark in marketing and business for women’s football worldwide regarding fan experience, digital engagement and TV coverage. After a successful FIFA Women’s World Cup...

“We should become a sales team for our sponsor”

Becoming a salesman for the sponsor, normalising women’s football and telling a consistent story about the price. It was a real privilege to interview Jim Gooley, international women’s football specialist and former Director of Sales at Sky Blue FC, in the NWSL. Jim...

Top lessons from the Athens Women’s Football Summit

This week I had the privilege to attend the first edition of the Athens Women’s Football Summit, an international congress held in Greece that gather the top sports leaders in women’s football. I had the opportunity to participate as a speaker in a marketing panel....

Nike increased sales by 7% after FIFA Women’s World Cup

Beyond visibility and values, women’s football brings a whole new level of potential revenue for brands. It will hugely pay off in the long run but profitability is not a “crazy dream” for Nike. According to Mark Park, Nike’s president and CEO, “it was an incredible...

The family of Barcelona Women

Our biggest oportunities aren’t hidden in finding new fans or sponsors but in the existing ones. We usually focus our attention on looking for more instead of delivering more. A tiny shift but with totally different results. FC Barcelona Women have not always done...

Sponsorship and Social Media in Primera Iberdrola

Primera Iberdrola is ready to level up with a new season starting tomorrow. The landing of international stars and the future Real Madrid, Mediapro acquiring the TV rights of most teams for 3M € per season and the “World Cup effect” promise a catchy season. In the...

My 10 best failures

Revolution moments throughout our journey. Learnings as essential as valuable to keep moving forward. This is how I perceive what we use to call failures. Many of them, in my adventure in women's football marketing and, many others, in the most personal field. I hope...

Budweiser makes a strong bet for women’s football

“Specific, significant moment when something begins to change”. That’s the definition of turning point, what Budweiser has exactly committed to contribute to in favour of women’s football. After supporting the UWSNT for three decades, Budweiser has recently signed...

Key tactics for building a sticky brand

Social media, web, events, contests, discounts or ads. A whole system set to get more money than the one you invest. But, does it really work? We do it particularly in sports and in women’s football, where we need to start, launch and grow to keep our projects on...

The growth in English women’s football marketing

English women’s football is beginning to take a remarkable lead on and off the field. A global benchmark in marketing and business for women’s football worldwide regarding fan experience, digital engagement and TV coverage. After a successful FIFA Women’s World Cup...

“We should become a sales team for our sponsor”

Becoming a salesman for the sponsor, normalising women’s football and telling a consistent story about the price. It was a real privilege to interview Jim Gooley, international women’s football specialist and former Director of Sales at Sky Blue FC, in the NWSL. Jim...

Top lessons from the Athens Women’s Football Summit

This week I had the privilege to attend the first edition of the Athens Women’s Football Summit, an international congress held in Greece that gather the top sports leaders in women’s football. I had the opportunity to participate as a speaker in a marketing panel....

Nike increased sales by 7% after FIFA Women’s World Cup

Beyond visibility and values, women’s football brings a whole new level of potential revenue for brands. It will hugely pay off in the long run but profitability is not a “crazy dream” for Nike. According to Mark Park, Nike’s president and CEO, “it was an incredible...

The family of Barcelona Women

Our biggest oportunities aren’t hidden in finding new fans or sponsors but in the existing ones. We usually focus our attention on looking for more instead of delivering more. A tiny shift but with totally different results. FC Barcelona Women have not always done...

Sponsorship and Social Media in Primera Iberdrola

Primera Iberdrola is ready to level up with a new season starting tomorrow. The landing of international stars and the future Real Madrid, Mediapro acquiring the TV rights of most teams for 3M € per season and the “World Cup effect” promise a catchy season. In the...

My 10 best failures

Revolution moments throughout our journey. Learnings as essential as valuable to keep moving forward. This is how I perceive what we use to call failures. Many of them, in my adventure in women's football marketing and, many others, in the most personal field. I hope...

Budweiser makes a strong bet for women’s football

“Specific, significant moment when something begins to change”. That’s the definition of turning point, what Budweiser has exactly committed to contribute to in favour of women’s football. After supporting the UWSNT for three decades, Budweiser has recently signed...

Key tactics for building a sticky brand

Social media, web, events, contests, discounts or ads. A whole system set to get more money than the one you invest. But, does it really work? We do it particularly in sports and in women’s football, where we need to start, launch and grow to keep our projects on...

A snapshot about women’s football worldwide

Following a successful World Cup in terms of digital, social and media impact, FIFA published a global report about the situation of their member associations regarding women’s football. On the following charts, you will see some of the most relevant figures. But...

Beyond FIFA Women’s World Cup record numbers

As expected, the Women’s World Cup is breaking all records in terms of TV audiences, social media impact and, why not, word of mouth in the street. Some of the milestones the tournament has reached: 433 million views on FIFA Women’s World Cup channels82 million video...

What is the fan attendance at FIFA Women’s World Cup?

After all 12 games from the group stage first round have been played, we can see how Grenoble, Paris and Reims accumulate the highest average in fan attendance. Teams as the host country, France, as well as United States and Japan have made their debuts for this...

What you need to know about first ever UEFA women’s football strategy

Time For Action. For the first time, UEFA launched a dedicated women’s football strategy. The main goal is clear, doubling the number of female players by 2024. More participation means more quality on the pitch which leads to a higher commercial value that attracts...

Women’s football is in digital, and now what?

Are we present in digital platforms to increase our brand awareness? To build a loyal community? To monetise our impact? Is it for us or for the fans we seek to make a positive change? We all could agree that fans are the core of women’s football, the family we want...

“It’s not fair to be impatient with women’s football”

Change-maker, leader and empathic. From my perspective, Priscilla Janssens is one of the most influential women in sport, having excelled at the elite of football in countless of top FIFA and UEFA events worldwide. A true inspiration for those who seek to make a...

What 3 things do sponsors look for in women’s football?

Last week I had the opportunity to attend to the first edition of Leadership Woman Football, a congress celebrated in Wanda Metropolitano and born to promote gender equality and women in sport. In the congress, the situation of sponsorship in women’s football was on...

Women’s football is for brave brands

When more fans are attending games and mass and niche media are dedicating more coverage to the women’s game, the absurd 1% of sports sponsorship invested in women’s sport will radically change. However, it will if we take responsibility for two jobs: working on...

Is women’s football entertaining?

According to the Ticketmaster’s annual State of Play report, 60% of the 12,000 people interviewed in United Kingdom agree that women’s sports are considerably growing, the majority of them from 25 to 34 years old. As the study points out, this young generation is one...

“Women’s sports are a mine of values”

Constructive, resolutive and optimistic. Ingredients of Nacho Solana’s personality, a true reference in women’s sports and sponsorship. Nacho accumulates more than 17 years of experience in the areas of Sponsorship, Events, PR and Communications in sports. He is...

New free ebook: Marketing Snapshot in Europe

At a steadily and unstoppable rhythm, women’s football is building a marketable and profitable fan base worth engaging with. Expanding awareness and weakening mindset barriers through quality on the pitch and admiration in word-of-mouth. According to Nielsen Sports,...

How to break a fan attendance record in women’s football

The record attendance of 48,121 fans in San Mamés highlighted, once again, the unstoppable growth of women's football. Gathering this volume of fans in the middle of winter and on a weekday, for a women's football game, is very unusual. However, from a marketing...

“We are as competitive and strong as the men”

Purpose, energy and teamwork. These are the values that Esti Lestari represents as one of the top 50 women leaders in Asia Pacific. She is currently the President of Persijap Jepara, a club she acquired to empower Indonesian football and to provide more opportunities...

The growth of women’s football in numbers

More girls and women playing, sponsors investing more money and more audience following the game at the stadium or through a screen. But, how many exactly? According to a report from Nielsen Sports, women’s football impact is exponentially growing across the globe....

Sponsorship and social media in D1 Féminine

Big distances in the table, few exclusive accounts for the women’s team and Nike’s dominance. Clearly one of the markets that should grow the most after the following 2019 FIFA Women’s World Cup, happening in France, and the past U-20 World Cup also held in the French...

What kind of revenue do women’s football clubs generate?

The figure of the sponsor tends to be seen as a platonic love. Someone who will come and rescue us at some point. Like getting married, it doesn’t happen overnight. You first have to ask the for number, then go on a first date and so on, until proposing marriage is...

Sponsorship and social media in Women’s Super League

Strong differences in followers, sponsors from men’s teams and Nike leadership. The FA Women’s Super League started the current season with a new branding, a renovated design implemented by the FA that also included the Women’s National League and the Women’s...

Email, your new sponsor

What if from today you had to spend 200€ per day to have the same visibility on Instagram? Your social media followers are an indicator of your community, this is true. But it’s also true that you don’t control or own them, it’s quite the opposite. What do we do as...

Sponsorship and social media in Liga Iberdrola

Diversity and potential growth. At a marketing level, Spanish clubs play at different rhythms and differences are more evident among exclusive women’s clubs and those with men’s teams. Above all of them, At. Madrid Femenino and FC Barcelona Femení are far ahead in...

Why we don’t have sponsors in women’s football

How we approach commercial conversations determines how successful we’ll be when generating business revenues. It’s easy to see marketers focus their talk on what ROI their brand has, how many fans attend to games or how many people follow their club in social media....

“For the final, there were lines from 6:00 in the morning”

Entrepreneur, optimistic and self-made, for the good of Mexican women’s football. Her passion for sports and her will to deliver value with her proactive spirit have led Ivonne Valdivia to lead the Digital and Press department of one of the most relevant clubs,...

UEFA commits extra 50% in its women’s football budget

The key for a bright future of women’s football is at the base, where next generations can access to better opportunities in a higher developed game. At an elite level, top players, clubs and competitions are needed to break ceilings in favour of higher attention from...

Barça Women turns profitable with 3.5M€ from Stanley

Women’s teams seen as part of men’s clubs are usually the little sister that needs help. A non-profitable or even social department to enhance the image of the club. It’s not the case of FC Barcelona Women, the “little sister” is the only profitable section in the...

Ready for a thrilling calendar

For the first time, FIFA has launched a global strategy for women’s football in order to boost its growth and professionalism worldwide. To date, the top of the iceberg of FIFA’s work has been the World Cups every 4 years. In 1970, FIFA decided to strongly reinvest in...

What I learnt visiting Zürich and FIFA

As part of a personal “sports MBA”, I travelled to Zurich, Switzerland, two weeks ago. I believe in creating your own courses, conferences or talks, aiming directly to who you can learn the most. You’ll make the most from your time and money. During my short and...

The narrative your sponsors want to believe

Profitability, lack of resources, professionalism or need for trust. At the end of the day, it comes down to money in many areas. We already know it, but we are not going to get the money if we don’t change the way we try to get it. If we had to choose between public...

We need you to lead

Challenging the status quo in women’s football means standing up for a change. It could be the way players are paid, the way sponsors are treated, the way fans are taken care of or the way media is provide with content. In any of the previous challenges or in any...

“The women’s team of Real Madrid would make the leap”

11 seasons and 343 games as coach in the elite of Spanish women’s football. A privileged expertise that positions Alberto Berna as a solid reference in the benches of Primera División. Loyal to his Zaragoza Femenino, with which he concluded his journey last season, he...

The biggest showcase for women’s football ever

One year ago, FA CEO Martin Glenn at Leaders congress shared his thoughts on the rise of women’s football in England. "Our aim is to make @UEFAWomensEURO 2021 the biggest and best showcase for women’s football ever seen in Europe." A vision that FA CEO Martin Glenn...

Switch on your superhero mode

What score do you start your everyday game with? Tim Ferris, best-selling author of the extraordinary book Tools of Titans, says that among top leaders and CEO he found a common pattern. A mourning routine to switch to matchday mode, being meditation a common practice...

Step by step to build an epic brand in women’s football

Current or future executive in women's football marketing, this is for you. Here you will find a guide to build a successful brand in women's football, either for a player, club, tournament or national association. All yours. 1. First, 3 questions Before starting, you...

Toni Duggan’s thoughts about women in sports

Women in sport is a social reality. Toni Duggan, football star playing for the English Lionesses and FC Barcelona, explains how she feels women’s sports are embedding into society. From her standpoint, women’s football is at a more mature stage than it was just five...

Right questions for epic solutions

The words we use to communicate are a reflect of our thoughts, which show our worldview. In the women’s football industry, I have heard things like “we don’t have money”, “we’re not profitable”, “we don’t have fans” or “nobody pays us attention”. It doesn’t matter if...

The best Liga Iberdrola ever has started

The 2018-19 season is not only a new chapter but the brightest one. In terms of TV audience, base participation, sponsorship or fan attendance, Spanish women’s football is running towards another record-breaking year. According to an article of El País journal in...

New upgrade for New Zealand women’s football

Another demonstration of how women and men can play together for the good of the game. We have seen it in club official presentation pictures, new signings, pre-season tours and in national team promotional activities. Now, the scenery was the presentation of the...

2 conditions to make women’s football sustainable

The game and the fans, the show and the community. This is what media and brands look after to get a decent ROI from women’s football. The quality of the game is eventually improving with: Better and more competitive players Top players spreading across the main...

Improvements in Liga Iberdrola at Espanyol v Betis

Liga Iberdrola is giving signals of growth. Yesterday, at Ciutat Esportiva Dani Jarque and due to the first league match of Espanyol and Betis, around 900 spectators attended the game. A renewed and exciting atmosphere among local and away fans. Maybe it’s a...

What makes women’s football different

From your perspective, aiming to grow business in women’s football, it will be crucial to differentiate your brand. A different story from an element that can drive attraction, connection and loyalty. Here you have 8 essential ingredients in women’s football through...

Iberdrola will keep lighting Spanish women’s football

Iberdrola came to Spanish women’s football to stay. Yesterday, the Spanish National Association announced the extension for 3 additional years of the partnership with the multinational electric utility firm. Until 2021, Iberdrola will: Continue being the main sponsor...

Are you cheap or different?

You can be the cheapest or have a cool product. You can sell it to everyone or just to a few. The American academic Michael Porter described how companies pursue competitive advantage across a specific market: A. By lower costs than its competition. B. By a...

New free ebook: Branding Women’s Football

#WhatIf Xavi Bové releases on September 10th a Brand Manual for women’s football players so they can benefit from their brand at a bigger scale? This was my commitment. Last May, Women in Football launched a campaign named #WhatIf, an initiative born to challenge the...

The numbers behind Marta’s brand

She’s done it again. Marta Vieira is among with The Best. The Brazilian star has been nominated to The Best along with Dzsenifer Marozsán and Ada Hegerberg by FIFA. To date, Marta accumulates a total of 5 awards for the best player in the world and up to 14...

The challenging mission for 2019 World Cup

Everyday, women’s football face a challenge of respect. Some top clubs and competitions keep making steps forward gathering more resources, fans, media attention, partners engagement and high-quality players. On the other hand, some clubs, especially exclusive women’s...

Welsh women’s football, at cruise speed

The British country is demonstrating solid growth and the potential to become an emerging market women’s football. Against the English lionesses and supported by 5,053 fans, the Welsh team lost the game and the chance to get a spot for the next World Cup. A missed...

Expensive doesn’t mean cool

Rather than a stadium, we could think of a temple. A sacred place where the fans attend to pay loyalty to their club. It doesn’t matter the level of technology, infrastructure or connectivity you can provide as long as fans go back home feeling proud. However, there...

Strong is… Nilla Fischer and Fran Kirby

UEFA’s campaign Together We Play Strong has started to release videos of professional players’ insights and stories under the name of “Strong is”. Series of documentaries aimed to outspeak and say what could sound uncomfortable but empowering to women and girls in...

Do you know what your real price is?

The price of anything is what you pay for. Simple. It’s the promise you make to your fans regarding their expectations. Is what they are willing to give up for your promise. But, have you considered what your total price for your fan is? Imagine that this weekend is...

The day Manchester United forgot about the women’s team

Connection with fans is based on trust, and trust is built from frequency and consistency. It’s about showing up when they want to know about you and adding more value than expected. On August 19th, Manchester United Women played their first ever match. A historic...

FIFA unveils its plan to expand women’s football

During the celebration of FIFA U-20 Women’s World Cup held in France, Rennes was the chosen location for FIFA Women’s Football Conference. The event gathered UEFA member associations and numerous women’s football leaders from entities as UEFA and FIFA. Presentations,...

Are you sure it’s working?

We all want to make a difference, a change. Something we will be remembered for when we are gone. But most of us also get lost in how we measure that impact. If you track every month how many website visits your club registers, is it because you want to have the most...

UEFA plans an upgrade for women’s football

Last years’ general growth in women’s football and the success of its major events as the Euro or the upcoming record-breaking World Cup are leading UEFA to set an effective plan to take the game to the next level. Also considering the Women’s Champions League...

What’s the price of a women’s football ticket?

In the English FA Women’s Super League, clubs like Arsenal raise revenue from matchday ticketing. Arsenal Women online tickets have been frozen for the third consecutive season: Online tickets: Adults £6 Concession* £3 Matchday prices: Adults £10 Concession* £5...

What is upsetting marketing?

Who are you upsetting? If we are not upsetting anyone, we are not doing it well enough. Upsetting means that some people will be annoyed, but others will love it. It means that it’s not made for everyone but for a certain community that share the same worldview and...

How many women’s football shirts can you buy in Spain?

No one will show more interest about your brand than you. Out of all Liga Iberdrola clubs, just 3 of them sell their women’s team shirt online. Athletic Bilbao, Atlético de Madrid and Sporting Huelva are the only ones from all 16 teams, this means hardly 20%. Clubs as...

How to lose fans and sponsors easily

Forget about most of your fans and sponsors. Forget them. Once upon a time, there was a humble club in a small town. Because of their strong core values and bold brand positioning as a rebel and disruptive club, they eventually attracted more and more fans to the...

The 10 principles of FIFA to develop women’s football

As a major governing body, FIFA should play an active role in leading women’s football towards accessibility, sustainability and impact. Day-to-day programmes but also big events as the World Cup are at the core of FIFA’s strategy, which has been described in 10...

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...

Giving to receive back the most

In women’s football, I have been involved in many tight-budget projects, and who haven’t? Where money lacks, pressure for return of investment is higher, pushing for economic results to make the whole show sustainable. However, we have two options: make money taking...

Game by game, fan by fan

Just 10. That’s it, 10 fans. We know the full capacity is 8,000 spectators but we need to start micro to scale huge. Let’s find 10 people to trust, listen and come to the game on the weekend. Let them feel as part of your family where they feel cared and proud to...

Big brands start to endorse players in Italy

Italian women’s football business is growing its impact on and off the pitch, especially with the arrival of big brands sponsoring athletes. L Football Magazine has released the new issue no. 4 with plenty of content related to the rise of women’s football in Italy at...

Start local to make a global impact

We are like you. This is the message of CE Europa, a 2nd Division women’s team in Barcelona. The following 2018-19 season, the club will launch its membership card to support the women’s team as been done in the last years. 20€ to support the women and 50€ to watch...

Deyna Castellanos keeps playing in Russia

The Venezuelan star Deyna Castellanos keeps expanding women’s football and next year FIFA Women’s World Cup in Russia. The current player for Florida State Soccer and Golden and Bronze winner has been the epicentre for women’s football during the Men’s World Cup 2018....

Leverage the rise of female audiences

As well as male and female players reinforce each other by connecting, so do men and women football fans. Rather than classified pyramids of women’s and men’s football fans, we have people looking for thrilling experiences. And both can provide them. We seek for...

Manage yourself before women’s football

Before managing business for any women’s football stakeholder you will need to learn to manage something else. Managing yourself. Knowing how, when, where and what can be your greatest contribution will be crucial to make a remarkable impact. Managing oneself means...

Respect your followers’ experience on Instagram

Mobile and video are taking over content marketing. We know that we spend more than we should on mobile and that video will account for more than 90% of the content by 2020. According to Smart Insights, mobile, desktop and tablet coexist in our daily lives, being the...

Spanish women’s football, ready for the next level

Content but also shape, both matter. Especially when our first impressions are usually made visually. The way we structure tournaments, leagues or summer camps is also marketing as it will directly affect their appeal to fans, brands and media. According to Palco23,...

How FIFA seeks change through football

Football transcends cultural, racial and gender barriers. A powerful tool to shake and to challenge the status quo for both those who play and those who don’t. Access to football means development at many levels, opportunities and confidence. At the same time, it’s...

In 5 years’ time

Women’s football will be a grown-up start-up. There will be more skilfull players, more resources in clubs’ banks accounts, more media visibility, more sponsors and more fans waiting for the weekend. It could be my mistake or just my point of view, but as...

Fans speak and eat first

Leaders eat last, speak last and listen first. Listening, a crucial skill to give a smarter, more effective and connecting answer. For us, women’s football professionals, listening to our real CEO of our day to day, is the blood of the business. And so knows it Nike,...

England follow the steps of the top

England is boosting domestic women’s football not only towards hosting the next 2021 Women’s Euro but to achieve the level of countries as Germany or France. After Women’s Euro 2017, they announced their goal to double the amount of women in football by 2020,...

Women’s World Cup in France takes off in Russia

Strength, resilience and focus. According to the FIFA’s president, the key ingredients to let women in football shine. Gianni Infantino was interviewed by the Venezuelan star Deyna Castellanos, during her journey in Russia to spread the “Dare to Shine” message of the...

What we need to make decisions

When you make a decision, there are people, resources, time and effort involved. Decisions lead to outcomes and to accomplished goals. Most of the decisions we make are at very low or zero cost, so learning to make decisions at the speed of light help us to improve...

5 ways to test before launching

When making a decision, we choose based on what scenario we think that will work best. It’s difficult to assess outcomes that haven’t happened yet. We can’t be totally confident about how fans will react to an increase in ticket prices. It can become particularly...

No women in top 100 highest-paid athletes

Since 2010, there has always been a female representative on Forbes’ top 100 highest-paid athletes. After 8 years, it seems we are going backwards. Tennis legend Serena Williams used to make it but her inactivity due to pregnancy has left her aside the list, even...

How to design your web home page

Your web home page is mainly the first impression a visitor, fan, sponsor, provider or client will have about you. It’s the greeting part in digital, so it better be worth engaging. Once you decide what is your web for, there are specific elements your home page...

Embrace the ‘beach effect’

Last Sunday I went to Barceloneta, one of the most popular beaches in Barcelona. I soon noticed that 80% of the people were on the sand, sunbathing. The rest were enjoying in the water, the die-hard fans, I guess. Would it be the same if we just put sand in the city...

Lose-win is the new win-win

Win-win is over. Often, time, effort and maybe money alters the win-win equation for the final customer or fan. I could get a 40€ ticket refund if my team loses 0-5 but the time spent and the pain felt at the game would amount a lot more than the ticket price....

Appropriate boots for competing, then marketing

Experts say that an excellent product doesn’t need advertisement. In women’s football, we must need to be aware of product variables that need to be improved before going in search of media and sponsorship. One of them are football boots. Isn’t it surprising that most...

Top leagues push competitiveness

Competitiveness on the pitch is set to keep growing in the next years. Nowadays, attention and investment are attracted by good sports performance and a solid fan base. From a marketing perspective, we can do everything at our hands to increase media and digital...

Opportunities for women’s football with Instagram TV

Mark Zuckerberg’s app has recently launched its own TV channel, to host long videos specifically designed for mobile devices. The goal? Probably, getting more Instagram users spending more time on the platform. How does this new TV channel affect women’s football?...

Change starts at home

From the inside out. To change women’s football, we must first change ourselves. If the goal is to develop a professional sport, having all the players earning a minimum and decent salary, we have to treat it like that: Players not accepting certain economic, social,...

#WhatIf challenges the women’s football industry

Trying, testing, observing, learning, changing. The ‘Why?’ question frequently leads to what’s called paralysis by analysis. The ‘Why not?’ question frequently unveils new results, people, opportunities and change. This is the approach adopted by Women in Football,...

4 job vacancies in women’s football

Women’s football needs to grow first at the office before doing it at the pitch. A vicious circle involving investment, good players, fans, sponsors and media attention to get more investment. Regarding on the sports property you want to work for, the goals and...

Build your fan journey in 5 steps

From the moment you know a certain product, service or brand exists until you potentially recommend it after buying it more than once. That’s the journey that every customer does with any brand: We know it exists We listen to its story We give it a try We buy again We...

What you should know about your fans

90% of success is preparation. This is one of the best pieces of advice I have ever been told. Anticipating the situation in order to be ready to rock is a key factor to achieve your goals. One of them is probably getting new fans. But what should we know in advance...

Just in case and just in time marketing

We usually and easily get trapped in to-do lists and musts in order to get work done. For example, endless SEO-well-ranked posts about X vital steps to develop a successful digital strategy. Since when do all companies function in the same way? Effective marketing is...

South African women’s football unveils #Limitless

With a mission, personal and fearless. This is how South African Football Association and women’s football partner Sasol have launched this campaign to support and inspire participation in women’s football. An initiative designed to impact as a positive catalyst...

10 tips to immediately increase your Instagram results

As you may know, Instagram is the king social media platform in many sports and also in women’s football. Among the top 368 European players, 317 of them use Instagram, 209 use Twitter and use 143 Facebook. In terms of women’s football followers, 5M are on Instagram,...

What’s your feedback?

Today, I want to listen instead of talking. I want to know what matters to you, what do you think I could improve in order to help you to make better decisions in women’s football. Our community of women’s football business professionals is growing and the focus must...

Round trip tickets for women’s football

Olga García, Amanda Sampedro, Maldini and the men’s World Cup. Today at 7pm (Spain) and on Herbalife’s Facebook, you will have the chance to ask any question to them, with a special focus on the next FIFA World Cup starting very soon in Russia. Do you imagine Messi...

8 characteristics of highly effective executives

This week I’m reading The Effective Executive, a best-seller about getting right things done. Peter Drucker, the author, details what’s the behaviour and mind-set of highly effective executives. Women’s football is at a stage when many areas need to grow at the same...

7 sponsorship lessons from Eibar

Listening to a speech done by the International Business Developer at SD Eibar, there are many takeaways we can adopt to implement in women’s football: Long-term scope. We must focus on long-term relationships with partners from the very beginning. Cultivating a...

Fan experience ideas for any women’s team

As said in yesterday’s post, these days I have been given the opportunity to lead a women’s football seminar for a Football Corporate Tour. The schedule at RCD Espanyol Stadium was composed by seminars, case studies and a final tour. After an explanation about the...

Moving forward from challenge

This week, I have had the opportunity to be part of the Football Corporate Tour organised by the Sports Business Institute Barcelona and VSI Education, an initiative born to provide a practical perspective of the sports business industry. I came as part of the group...

Defining your legacy in women’s football

You know you want to be part of women’s football growth. You want it to be better because you were in, but it’s difficult to start. Or maybe opportunities that might seem attractive keep you out from the initial goal. The truth is, you will never quite know. Small and...

Alex Morgan, the perfect marketing plan

Morgan is a national and global brand icon, probably more notorious off than on the field. And, that’s great, what she communicates and does outside football defines her more personal, human and authentic personality. What’s behind her marketing? According to...

4 tools to improve women’s football

Imagine you could start improving your national women’s football today. What would you do? How could you achieve in 6 months what you have planned for 10 years? Epic questions lead to epic results. Women’s football can advance from different levels and at many speeds....

3 lessons from Fútbol Para la Igualdad 2018

This weekend I have had the opportunity to be back in Mallorca to be present at the 2nd edition of Fútbol Para la Igualdad (Football for Equality) event. This initiative was born from the will to create a game-changing platform in favour of women’s football. From an...

Design your marketing in one page

The line-up of traditional marketing was advertising, mass media, generous budgets and endless marketing plans. The line-up of permission marketing is relevant content, personal connection, specific channels for niche markets and flexible marketing strategies....

How setting a price for your assets?

We think of a potential sponsor, we see how we can reach them, we try to set a meeting but... wait a minute. What’s our proposal? If we all agree that marketing is marketing something, first we need to work on the value of this “something”. How much are our assets...

Do you want to work at the World Cup?

Next year, FIFA Women’s World Cup 2019 will probably become the largest and craziest edition of all time. From the World Cup 2015 to the Women’s Euro 2017, we have seen an undeniable and huge growth of women’s football at a global scale. The sport has become one of...

Leverage partners’ audiences

The 22nd of May, the campaign produced by Liga Iberdrola and Iberdrola #NacidasParaJugar was launched on social media. Apparently, a campaign aimed to raise awareness in favour of women in sports within society. An interesting insight based on the self-improvement and...

Permission to do marketing

If there is a lot of room for marketing in women’s football, let’s do it with a personal approach. Let’s build a marketing designed to build relationships, connections and experiences, rather than messages that go directly to the spam inbox. The digital environment is...

Pick your women’s football problem

Doing business in any industry it’s about picking an existing problem and offering a useful solution. In women’s football, you can call them problems or opportunities. If you want to work in the industry, see what it needs and match it with your strengths. We need...

The Women’s Champions League evolution

 More investment, media attention, sponsors, better players and a clear vision lead inevitably to a sustained growth. Yesterday was 2018 UEFA Women’s Champions League final, where Olymplique Lyonnais won their 3rd consecutive continental trophy, against Wolfsburg....

Who follows Spanish women’s football?

One of my best marketing teachers used to define marketing as: “Satisfying your customers’ needs better than your competition and still making money.” In women’s football, and in sport in general, we don’t talk about customers but fans. They are the ones who make it...

Worldwide sponsorship sectors

We have contacted endless potential partners, we have run out of excel lists. Where can we search for a big sponsor? Sport affinity, brand awareness, economic ROI, CSR or local engagement. The ‘where’ will be defined by the benefit you offer that will consequently...

How to evaluate your content marketing

Either the strategy or the tactics. Your fans or followers, hopefully fans, get to decide what they want, not you. Women’s football is at an initial stage in terms of awareness where it needs to raise visibility, impact and revenue. That is, marketing. As sports...

Raising your voice to keep the ball rolling

Using your voice, your name and influence as an athlete to make a change. This is what the Spanish NBA star Pau Gasol did with his ‘Open Letter About Female Coaches’, where he doesn’t just demand equal treatment and respect for the potential 1st female NBA head coach...

How to adapt to the new GDPR law

Email is the permission tool for excellence we can use to grow a healthy and profitable relationship with our fans. Being anticipated, relevant and personal is vital to make your mail succeed in a world where we just barely pay attention to what our peers have to tell...

Lieke Martens, the global brand on Instagram

The more information we have, the most likely is for a sponsor to see common points between brands. We commonly need to prepare sponsorship proposals to raise revenues to make the show sustainable. It’s important to know who you aim to but also know the tiniest...

Don’t sponsor women’s football

Quality goes before quantity, even when we are talking about sponsors. Rather than stamping a whole bunch of companies on a jersey, it’s more impactful, profitable and attractive to have a good one. If you want to make your brand present in women’s football, please...

What if we are in the entertainment business?

What if our fans care more about show than sport? What if bringing Beyoncé is more effective than winning al the titles? What if we control the whole experience? These are some of the questions we could think of in order to engage with fans, drive revenues and provide...

The players, the heart of change

After fans, players are the most important asset in women’s football. They are the first content producers in the everyday life of this sport. Trainings, press conferences, personal lives, travels and much more. They connect the different stakeholders for the...

FIFA increases sponsorship for the World Cup

The FIFA Women’s World Cup that will take place next year in France will host more sponsors. From Canada 2015 to France 2019, two additional partners will be added to the official FIFA partners involved in the major soccer event. In 2015, the main partners were the...

Evaluating brand influence

If you have an Instagram account, I have good news for you. In a recent post about athletes’ brand management, we saw the importance of working on brand management to leverage its full potential. The first step in building brand equity is analysing the current...

Show up everyday

Quantity or quality? Both, everyday, in front of the same audience. It is way more effective to show up consistently in front of the same audience than few times to different people. This is why is crucial to define well your buyer persona before designing a strategy...

What sponsors look for

Emphasising is one of the most important skills to lead a sponsorship to success. Why? Being able to think and feel like your potential sponsors is key to understand their needs and exceed their expectations. To do that, we first have to anticipate what they look for....

How to write your brand positioning statement

If you are in women’s football, you need a brand. If you need a brand, it’s vital to write your brand positioning statement, probably the most important element of your marketing. You need two elements: The frame of reference: landscape where your brand is The point...

Making stuff v making stuff up

As sports marketers, we are all day long creating. Making ideas a reality in shape of sponsorship proposals, marketing plans, social media calendars or ideas to increase revenue. The thing is, what is it behind all these ideas? Are you trying to invent a product where...

How athletes’ brand influence evolves

A. Brand influence is born, grows, plummets and die. B. Brand influence is born, grows and keeps growing within retirement. From the brilliant book Athletes Are Brands Too written by Jeremy Darlow, we can have a more accurate idea of the effect of managing athletes’...

What women’s football marketing demands

Dear current and future sports marketers, What’s it going to take to be the best women’s football marketer of your country this year? How can you make a huge impact as a women’s football marketer? Infinite strategies for endless goals. But if you want to advance in...

The essence of athlete brand management

“Brand management is the analysis and planning on how a brand is perceived in the market”. That’s the first definition you come up on Google when you search for the meaning of brand management. Today, in a market where differentiation is key to make your customers...

Go micro to attract true fans

We want to attract sponsors for the jersey, stadium and social media. We want to fill 70% of the stadium capacity on average on matchday. We want to sell season tickets to at least 5,000 fans. We want to sell out all the merchandising stock of the season. We want to...

From sponsors to partners

From clients to fans. From players to ambassadors. From employees to prescribers. From sponsors to partners. We are shifting towards a new collaborative and extreme win-win economy, where individual can make an impact by solving a specific problem in a personal way....

Benchmarking women’s football players’ websites

Why does a professional women’s football players need a website? Why not? A website is an opportunity to get permission from potential fans and partners to connect with them. What does it mean getting permission? Well, it means getting the ‘yes’ to a first date....

Spain and United States accept the challenge

#AcceptTheChallenge is the new social media campaign launched by LaLiga and the American National Women’s Soccer League. The goal? Making the first football challenge launched by women go viral. The strategy? Addressing the challenge from player to player on...

Redefining sponsorship

“Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher”. This is how sponsorship has traditionally been understood. Sponsorship is not just paying for your logo to be shown. Sponsorship is not disturbing your...

Resources to make better decisions

Where can I read about women’s football? Where can I find research about it? Fortunately or unfortunately, there are not many data sources where you can get information about women’s football. Once in a while, research and studies are published, but we need more....

Mexico sells-out ‘El Volcán’ with 38,230 fans

Fast and steady. Mexico keeps growing and breaking ground for women’s football in the Americas. A record fan attendance of 38,230 spectators at ‘El Volcán’ stadium enjoyed the first leg of the big final of Clausura 2018 between Tigres and Rayadas, a unique scenery to...

Who is searching women’s football on Google?

Women’s football is too seasonal. In Google, word-of-mouth, TV and bars. The graph from Google Trends show the searches for women’s soccer, in red, women’s football, in blue and fútbol femenino, in yellow. Since 2004, 14 years, it has been on the spotlight thanks to...

Don’t forget about Twitter

We tend to talk about Facebook or Instagram Ads when we refer to social media advertising in sports.  Don’t forget about Twitter. Actually, FC Barcelona Women and RCD Espanyol Women have forgotten about me, at least in Twitter. Two women’s football clubs in Barcelona,...

Against the preconception

Our worldview defines our thoughts, our thoughts drive our feelings and our feelings lead our actions. To fight gender inequality, disrespect and bad words we need to change the way we understand women’s football and, ultimately, women in sport. How can we do that?...

14 questions to define your personal brand

As an athlete or professional, your brand is your most valuable asset. Your brand is a long lasting memory your followers will get from you. Your brand is what, in a second, explains how your audience, performance and personality is. I would like to share with you...

Sponsorship in women’s football

Is sponsorship in women’s football profitable, worthy and interesting? Yes. Last Monday I had the opportunity to be with the students of UCFB’s Etihad Campus, discussing about women’s football sponsorship. The webinar was structured in the following parts: What is...

Looking for ‘Oh my god!’

Near where I live, there’s a shop that sells cheese, lots of giant pieces of cheese. Last Saturday, when I was walking by the store I saw a girl that got shocked when she looked at the shop-window. With eyes like pieces of cheese, she exclaimed a big “Oh, my god!”....

Ask big and specific

What’s it going to take to be the best sports marketer in women’s football this year? Great questions will lead you to great results. Poor questions will lead you to poor results. Every goal comes from a question, where do we want to go? We decide how to frame that...

Learning from tennis

Yesterday I had the opportunity to attend, again, the international Barcelona tennis tournament, the 500 ATP Open Banc Sabadell. It was the first day, where games are not supposed to be very attractive but cool enough for who likes tennis. As you can see in the...

Media are the first innovators

Innovators are the first market group which will take the time and risk to listen and give a try to your story. Innovators will be the first to convince the rest of the curve about the sexiness of your product. If we take into account that we believe a lot more our...

The first women’s ‘football manager’

If not the very first, one of the first. And the first-mover has always many advantages worth considering, like more diffusion and support from the sports community, brand positioning and interest from potential sponsors. The first-mover is also exposed to competition...

Picking your market

In every project you work on, you should make clear the following questions from the start: Who’s it for? What’s it for? It begins by picking your market, selecting that segment or niche you are aiming to because you can make a positive impact on them. In women’s...

Leadership in women’s football

Leaders are leaders because people choose them, not because their status. Today, you don’t need to be the boss to lead people and inspire change. You just decide it, by picking yourself and being humble and driven for the good of your peers. It’s about finding...

365 days of women’s football marketing

Today it’s my women’s football birthday. And today’s post is to say thank you. One year ago, the answer to the question “where can I have the most fun and make the biggest impact?” was women’s football. A fast-growing sport with a huge potential. From failing to pass...

How to create your social media calendar

If you have a plan, you know where you are going. If not, you are just posting, not leveraging all your potential and achieving nothing measurable. Here you have the steps to follow in order to build your social media calendar: Your brand situation analysis. History,...

The future starts today

Making a decision today to get to your desired tomorrow. Women’s football in many countries lack of a solid structure that allow girls from the base to make it to the top. Missed opportunities for talent, equality and role models. This is why is so important...

60 days writing

Yesterday, I reached the milestone of having written posts about women’s football marketing 60 days in a row. I feel identified with the all or nothing philosophy. So I decided that If I was going to provide value to women’s football professionals it had to be...

#DeixaElaTorcer

Being part of the story. That’s how you get your audience to be implicated and active with the idea you represent. Especially in digital, where social media allows immediate virality and impact worldwide. In order to be successful when spreading your campaign, you...

How to design a digital marketing plan

If you want to be in digital, you better have a plan to know where you are going. Marketing plans no longer need to be that strict and static as they used to be in the old days. The present changes so fast. Launching, learning and adapting have to guide your day to...

How to benchmark in Social Media

The more qualified information we have, the better decisions we make. To make the best decisions in social media, it’s crucial to know the environment you are in. I would like to introduce a tool that I use in many projects and that helps me to understand how...

It’s not for everyone

If it was to please everyone, it wouldn’t be appealing. Cool stuff need skeptics to build a niche and engaged community. And that’s exactly what happens in sponsorship in women’s football. It’s not for all brands neither for all marketers. When considering getting...

Manchester City swiped right on Tinder

The two global brands, City Football Group and the dating app, have already started activating their partnership. Target They are a great example of how start building a sponsorship, from the target rather than from the product. If you design a sponsorship plan from...

Find your path

Yesterday I had the chance to contribute to the new generations of marketers with learnings acquired along the way. I measure my speakings, lectures or webinars by the feedback I receive after my participation. Yesterday, I was satisfied to listen to nice reactions...

Highest-paid players ranking

Women’s football is still a sport where numbers about money are hard to find. And when you do, you don’t know if you can trust them. It’s even more common in clubs with women’s and men’s teams, as they commonly don’t won’t to show the big salary differences. On the...

Celebrating women’s football

Find an insight. Say it with confidence. Whether you are an athlete, club, sponsor or league. Your brand positioning is what you want to be, where you want to get. Others won’t believe you if you don’t believe it first. Mastercard launched the following activation...

4 learnings in storytelling

Nowadays, in the new connected and and digital economy, is more important than ever to provide a remarkable experience to our fans. And there is no great experience without storytelling, and no great storytelling without a strong slogan and powerful insight. So, it...

Player’s salaries in women’s football

In a recent post, Why branding women athletes, we saw the importance of developing a personal brand. A marketing strategy to score off the field by: Engaging with fans brands and media Living from their passion Leaving a legacy in sport Having a look at Global Sports...

Making it through The Dip

Global women’s football is making it through the dip. As The Dip author Seth Godin states, “The Dip is the long slog between starting and mastering. Extraordinary benefits accrue to the tiny majority who are able to push a bit longer than most”. The dip it’s the...

First things first

Last week I attended the 2nd tier of UWCL clash between FC Barcelona and Olympique Lyon. The Mini Estadi beat an attendance record with 12,178 spectators, an scenery at the level of the team the Barça players were facing. Lyon made it to the semi-finals as most people...

Marketing and Australian women’s football

The Westfield W-League is a very unknown league in Europe, even though Australia has traditionally been one of the markets where women’s football has exhibited a considerable level in international tournaments. But, how are they marketing teams performing? As a...

Why branding women athletes

In women’s football, it’s not as common as in other sports seeing many brands sponsoring either clubs, players or tournaments. The good news is that it’s happening more and more. Especially the players, are the least sustainable element if we think about the long run,...

Marketing and French women’s football

The Division 1 Féminine has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, marketing doesn’t match the high level they...

Adopting the Design Thinking approach

At Naru Sports, the sports management company who I lead the communications for, we have developed a project focused on creating women athletes’ brands. From the very first day, we have focused on leveraging an opportunity and solving a problem that can potentially or...

Marketing and English women’s football

The Women’s Super League 1 has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, they the most influential in social media...

The ego against brand equity

As sports marketers, our most important job is to build brand equity. The brand is the most important asset and apart from being guardians, we must be gardeners too. How do we build brand equity? We need to focus on the following elements: Insight. It’s vital to find...

Personalised and permission marketing

How many spam mails do you delete everyday? How many ads do you skip on Youtube? How many banners do you click? We live a digital revolution that saturates us with far more advertising to which we pay far less attention. Our trust costs more, so the brands that make...

A snapshot of women’s football worldwide

In terms of sport performance, here is the FIFA Women’s World Ranking, published last 23rd of March. In terms of women’s football marketing, what will the next benchmark be about? I want to go a step further, analysing women’s football marketing worldwide. The goal,...

Marketing and German women’s football

The Allianz Frauen-Bundesliga has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, they are one of the most influential...

Insight, tagline and brand equity

Building brand equity is what marketers are for, with an epic tagline and insight. Yesterday I attended a conference named No Brand, No Future. The speaker was Enric Jové, CEO of McCann Barcelona and CIO of McCann Spain, who has launched endless successful campaigns...

How to work on players’ brands

Bad finance management, non-sports jobs, undervalued players after her careers or assuming the can’t keep living from her passion. A common shared destiny among most women’s football players. Building a brand for a player is creating something she can take advantage...

Top 5 posts in women’s football marketing

It’s been almost a year since the first post in women’s football marketing. Today it’s the 70th from a lot more to come. In this post, I would like to share with you the ones that have had the biggest impact. Curiously, 4 out of the top 5 are interviews, besides the...

More and more often crazy brainstorming

Most things we can think of seemed weird at the beginning. Did you ever imagine: Drones giving away pizza in a venue? Giving a branded name to a stadium? Blind women playing football? Talking to a player in one click through social media? Promoting a car inside a...

The first-mover advantage

Obtaining a certain competitive advantage by virtue of being the first to bring a specific product or service to market. It wasn’t neither the first game at a big stadium neither the one with most fan attendance. However, it was the first to attract this level of...

Anticipate your work

Want to work in women’s football? Start precisely by doing that, working. One of the best pieces of advice I have ever got to create my own opportunities where I wanted to is to work in advance. Giving before asking, and a lot. I have lived most of my life in...

Doing the hard part

In many cases, women’s football doesn’t have big teams of people to operate, yet. Neither huge budgets to launch marketing booms, yet. Neither millions of fans waiting for the weekend to come, yet. From my point of view, women’s football provides little time compared...

Personal, authentic and relevant on birthdays

Today is my birthday, 26 years old. I was very curious about how the few spam mailing that I’m not unsubscribed (yet) would congratulate me. In just a few hours, I received 6 emails with very different goals and perspectives. The worst of them: We invite you to enter...

Nadeshiko League, the Japanese women’s football league

What can we learn from the 29 years old Japanese competition and their clubs? Traditionally, Japan has been one of the strong countries in global women’s football. The Asian national team conquered the FIFA Women’s World Cup in 2011, beating United States in penalties...

United States v England women’s football

We commonly think about United States as the sacred temple of women’s football. Can sports marketers agree with that? If we have a look at sponsorship, clubs and leagues don’t tend to reveal their sponsors’ investment. However, from a general perspective, we see that...

Record audience, better image?

Last Sunday, FC Barcelona and At. de Madrid starred one of the most important games for Spanish women’s football, on and off the field. In a domestic league without a very strong competition among the top and the rest of the clubs, both teams were fighting for the...

“Women’s football in Argentina needs to be taken seriously”

Gladiadoras Xeneixes. Under this name, Vanesa Raschella and Paloma Aschieri and their team accumulate more than 6 years providing visibility to Boca Juniors women’s team. With journalist DNA and in constant reinvention, they have built a solid and well-known platform...

FC Barcelona and women, in numbers

During the It’s football, and its women’s seminar that took place on the International Women’s Day at FC Barcelona facilities, the club exposed the numbers of how much related are women in their structure. From a communications perspective, this is a very powerful...

It’s football, and it’s women’s

On the International Women’s Day, I had the chance to attend the It’s football, and it’s women’s seminar that took place at FC Barcelona. A constructive and encouraging event that the club organised to give women’s football more visibility. In this post, I would like...

Making an authentic difference

Many of us want to push for equality through sport. Many of us believe in the power of women’s football to build a better society. But, how authentic are you being to your beliefs, worldview and closest environment? In my opinion, that’s the hard and exciting part,...

10 reasons to convince women’s football sponsors

Finding good reasons to attract sponsors to women’s football can seem a big job, but there are actually powerful benefits to get any brand involved. Ahead of today’s International Womens Day, Stanley Tools together with FC Barcelona announced their new partnership...

From Cyprus to the world

From 26th February to 8th March, Cyprus hosts an international football tournament for women’s national teams worldwide. It has been held annually since 2008. Definitely not an easy job in women’s football. National associations from countries as Italy, Spain, Korea,...

Less but bigger partners

Less but bigger partners It’s a matter of return of time, effort and dedication from the marketing team and others involved. Optimising time and effort, probably the most valuable resources, leads to more profitability in many senses. When I worked as Marketing...

Sports industry trends for 2018

The big consultancy firm Deloitte recently released its sports industry trends report for present year 2018. What can we apply to women’s football? The content of the study is build in the areas of fan safety, ticket packaging, millennials, blockchain, student-athlete...

Optimise the learning process

According to TED speaker Eduardo Briceño, in order to get better at the things we care about, we need to work either on the performance and the learning zone. We dedicate a lot of time to work, perform and get results but, how much time do you save for improving your...

5 characteristics of a powerful story

In a previous post, we saw the importance of stories to connect with fans, brands and media. The so-called storytelling as central tool for making a positive impact through marketing. What is marketing? In my opinion, marketing means causing a positive impact in what...

Consistency, relevance and agility

Why some clubs perform better than others in digital? Why some brands as All Blacks have 80% of their fan base overseas? There’s not neither a magic formula to achieve that nor a valid answer for everything. Nevertheless, there are some ingredients and principles that...

2 trends to engage in digital marketing

¿What opportunities await women’s football in digital marketing? Yesterday I had the chance to be back at the conferences of 4 Years From Now, is an integrated event and congress that takes place at Fira Barcelona and part of Mobile World Congress. I attended 2...

4 stages of a sports marketing plan

There are many valid models, many ways. In the end, what it matters if you reach your goal following your values and principles. In marketing, you might hear that the only valid option is to offer a brilliant product that doesn’t need marketing, or following the key...

Let’s adopt start-up mindset

As part of the Mobile World Congress, 4 Years From Now is an integrated event and congress that takes place at Fira Barcelona. It’s a set of stands, conferences, activities, networking and opportunities for start-ups to grow their business. Yesterday, I had the...

Brand impact, your best ally

Knowing how valuable is associating with your brand or, in other words, knowing what you can offer to attract investment. Companies have much more sponsorship proposals on the table and, commonly, far less money t o invest. How to get to be part of their marketing...

17 ideas to increase fan attendance

Creativity to offer fans a special experience, one of the biggest opportunities in women’s football. Here are some suggestions: Donation or giveaway from sponsors’ products Healthy corner. Quick test and tips about physical condition Nutrition corner. Eating healthy...

3 learnings in women’s football marketing

I have been lucky enough to be involved in many projects within women’s football, from tournament organisation, participation in congress and events, athletes brand management, market research or as a fan. In this article, I would like to provide 3 personal learnings...

What is your website for?

Internet appears. Websites are created. We all should have a website. Most of all have a website, yet many of us don’t know why. What is our purpose for having (or not) a website? From a club, agency, athlete or tournament perspective, we should have a website if it...

How much it costs every client?

We spend time, money and effort to attract new sponsors, spectators to come to the game, followers, memberships, among others. But, have you ever calculated if that investment will be profitable during the entire life of a client? Do you know which kind of clients...

Take care about your image on TV

Last weekend I attended the game between FC Barcelona Women and Athletic Club at Miniestadi. The 'lionesses' defeated the Catalan, their first lost game of the season. A total of 622 fans gathered at the stadium. I have always been curious about how different...

Defining the Buyer Persona

Either a sponsor, a fan or a follower, how will we successfully run an effective strategy to reach them if we don’t know them? Getting fans to the stadium, increasing sponsorship revenues or growing your social media fan base, easy said than done. On the other hand,...

The power of stories

Marketing is no longer about the stuff we make, but about the stories we tell. This quote of the author Seth Godin expresses how marketing has evolved in the last decade, shifting from a production or industrial based economy towards a connecting and ideas scenery. We...

3 challenges to make the jump in 2018

Act today, everyday, to obtain the best results tomorrow. Effort, yes, but also positive change. As sports marketers, understanding how the different stakeholders in the women's football industry interact is an obligation, as well as the many existent barriers to...

Learning from the best in Social Media

368 players from 16 different countries in Europe to determine who get the best results in social media and what we can learn from them. With this goal, the research Players and Social Media 2018 has been carried out, from which the following conclusions can be drawn....

The fans, the axis of marketing

Like in most sports, women's football would make no sense without a social fan base that can be described as a family wanting to be taken cared of. In Spain, more than 1.5 million followers pay close attention to how the Liga Iberdrola advances every weekend. However,...

They will listen if they like you

As managers in clubs, athletes or professionals in women's football, are we selling thinking about our clients or our bank account? In the short run, you will be able to convince almost anyone to try your product or service, however they will not probably repeat if...

4 steps to seduce sponsors

If there is not money to buy good players, we cannot have a good team and, consequently, we can't gather lots of fans at the stadium and sponsors run away from us. Breaking this negative vicious circle is hard. The good news is that if we do it, it is profitable and...

“We are in the business of quality football and development”

Nurturing athletes and leaders. Under this commitment, Lucy Mills seeks to empower girls to make a positive impact beyond women’s football. From Ghana to Denmark, from the opportunity to educate and inspire girls at Right to Dream Football Academy to establish a...

“We need to work on the social and educational areas”

Tireless engine of inspiration and change through women's football. The story of Evelina Cabrera, born in Argentina, is characterised by her fighting spirit and her priceless social contribution through sport. President of Argentinian Women's Football Association...

Football for Equality: Women’s Euro Marketing

We are all equality. Under this tagline, the 1st edition of Foro Fútbol Para la Igualdad took place last weekend in Mallorca island. Mixed teams games, freestyle football and talks completed 3 days of claim for equality and women's football support. Among the...

The ‘gunners’, social media champions in Europe

The European social media networks have a dominant English personality. If social media ranking provided teams with points, Arsenal Women would be the champion of the last 2016-17 season with 5.5M followers. Following the analysis of the main clubs and leagues in...

More experience, less promotion

It does not generate enough interest. It is hard to watch women's football matches on TV. Or, fans barely come to games. They might be excuses or truth, but women's football needs to grow to achieve profitability. As Seth Godin, a distinguished American marketing...

“It is a huge amount of work, but you get so much in return”

During the WEURO 2017, Esther Huijsmans was one of the key pillars to ensure the successful development of the tournament in Breda. As Venue Manager, she not only had to make sure that all kinds of operations were run smoothly but also to act as a connector among...

FC Barcelona Women’s Camp: Social Media Workshop

In the first edition of FC Barcelona Women’s Camp 2017, held in Barcelona during August, I had the opportunity to lead a workshop with the 30 enrolled players. At the Camp, the girls, between 12 and 17 years old, had the chance to know and learn about the FC Barcelona...

Analysis Benchmark Top Leagues

The public sector, airlines and insurance companies lead the sponsoring leading fields. The English league triumphs in social networks, just as Nike does in technical sponsorship. These are the 3 main conclusions of the Benchmark 2016-17 of the 4 major leagues in...

“We hope this to begin a change of mentality”

Ana Llompart, born in Palma de Mallorca, is one of the coordinators of Foro Fútbol Para la Igualdad ("Football For Equality"). This congress will be organised with the aim of giving visibility and support to women's football. It will take place from the 1st to 3rd of...

My 3 learnings from WEURO 2017

More than 120 hours spread over 17 days contributing to the successful development of WEURO 2017 in the town of Breda. In this post I will share my 3 most valuable learnings from my experience as an assistant to the UEFA marketing team. 1. Marketing, the center of all...

The Clean Site Principle sets the pass in Marketing

Under the Clean Site Principle, the UEFA marketing team located in Breda has been working to make all visual elements comply with the established rights. It would be useless to sign sponsorship deals with brands such as Adidas or Carlsberg and, during match days,...

The Youth Programmes, the essential protagonists

During the WEURO 2017, the so-called 'Youth Programs' occupy a relevant position on UEFA's marketing agenda. These initiatives pursue two different objectives. On the one hand, offering the participating children a unique experience to live the tournament along...

Breda gets ready to shine European partners

Only three days to get WEURO 2017 started in the Netherlands. As a Marketing Assistant for the UEFA marketing ream in Breda, I will analyse the tournament's evolution from a first-hand view and a women's football marketing perspective. Stay tuned! My activity will...

Ambush Marketing, ready for WEURO 2017

Becoming a sponsor of a tournament like WEURO 2017 is a  as the Women's Euro Cup is a far-reaching decision. The investment to acquire a set of assets is high. However, it also ends up carrying more responsibilities and risks. National and continental competitions of...

Countdown for WEURO 2017

Only 19 days ahead to start a new edition of UEFA Women's Euro, WEURO 2017. This time, it will be held in the Netherlands with the host team inaugurating the European tournament. It will happen in Utrecht and in front of the Norwegian national team, a game which sold...

7 learnings for a sponsorship proposal

It is scientifically proven that the emotional factor plays a decisive role in decision making. When we present projects, proposals or budgets we seek to accelerate an affirmative decision. However, do we move closer or further away from our goal? My first steps in...

4 steps to start working SEO

We all know about the importance of being present and communicating in the digital environment. Not only existing but letting know that you exist to those who listen in digital channels. Therefore, they must find you, especially when they are doing a search related to...

Digital v omnichannel environment

The digital area will lead the future of fan experience, sponsorships, communication and a big part of clubs and players revenues. But, the games will continue to be played on the pitch, so the right combination between both environments will be the perfect recipe. A...

Wonder how you can make a difference

Purpose. Mission. Commitment. Empathy. How can I bring more value to more people? How can I improve the lives of those who listen to me? These are values and questions leading to initiatives that connect and make change in those people who share the same vision. This...

How to prepare for success

It is no trend. Not an amateur sport. Not a sport for families and friends. Women's football is a reality within an expanding market with unstoppable numbers. For very good or very bad, the accelerated growth of this discipline will be one of the great changes that...

The fan, the real CEO of your business

Ask, investigate, observe. Get obsessed. Try to know all those relevant aspects that surround your fan, because he or she is the real owner of your business. They decide what they pay attention to, what works, and what product or service is worth paying for. When I...

What Marta’s values teach us

Women's football is often associated with equality debates, lack of media attention and scarce resources from clubs and federations. Players like Marta have managed to turn the absence of media appearances into a source of audience. Recently incorporated to the...

4 insights to attract women audience

Female and male football. Same sport but with different spirit, audience and values. So how can brands connect with the social mass behind women's football? According to a study conducted by the University of Minnesota Media Coverage & Female Athletes, 40% of athletes...

Social Media to fill virtual stadiums

Boosting the reach of your content, your assets and, consequently, the impact of the brands that support you. The trend of broadcasting women's football matches on social media live has come to determine who will be left out of play and who will generate more revenue...

Building your identity from the future

A vision. An idea. A future. One why. Only if you are able to effectively communicate the reason why you exist for certain people to feel identified, you will be able to engage to change what you care about. Simon Sinek in his The Golden Circle theory explains how...

The ideal sponsorship proposal line-up

"We have a good product, I do not understand why nobody sponsors us." "We appear in media every week, is not that enough?". There are many factors that lead to the signing of a sponsorship deal, one of them, the sponsorship proposal. There are almost as many types as...

Keep the focus on who does not fail

Special matches as derbies or European competitions are capable of breaking records with extraordinary peaks in the season attendance chart. To lose oneself trying to satisfy all the spectators, from faithful followers to opportunists, would be worse than scoring an...

Overbooking in the Liga Iberdrola

Surprises, tight scoreboards, less candidates but more equality, unpredictable bets and last-minute goals. Necessary ingredients to boost league emotions to achieve sold-out panels in stadium offices. Out of the main world women football leagues, the American National...

Valencia find their ‘soulmate’

The fact that Spanish women football keeps moving forward in terms of media impact and professionalism is not news. What is hopeful news is the increasing presence of sponsoring brands attracted by the women football boom. Big teams are beginning to monetize the...

The day after making history

Television programs, interviews, headlines, posts... The media explosion that awakens the fact of a girls team winning a boys league is almost uncontrollable. But, what happens next? How can all these impacts be converted into revenue? Doing a previous marketing work...

The jersey, the first quality test

Women football clubs economic viability relies on sponsors private investing in the long run. Continue leaving the future in the hands of public institutions which are still suffering from the financial crisis would be a lost bet. The first 4 teams of the...

Connect less but incredibly better

If the goal is to connect, that is, leaving an emotional trail with fans, clubs, brands and players, women football gathers all the necessary ingredients. Who cares about making an impact to the more people as possible, when who follow you are irreplaceable, loyal and...

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