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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 impact within our community.

Unfortunately, what we can’t do is step into the pitch to score goals.

According to a Demographic analysis of five major women’s football leagues, published by CIES Football Observatory, the following trends have been observed in Sweden, France, Germany, United States and England:

  • The economic development of the championships studied is leading to progressive increase in the average age of players, now set at 25.4 years old.
  • The growth of women’s football is increasing the international mobility of players, being Arsenal, Rosengård and Wolfsburg the teams that count more with expatriate players.
  • The most successful women’s teams tend to have more full international players, being Wolfsburg, Olympique Lyonnais and Chelsea the teams which rely the most on these players.
  • Without corrective measures, the economic development will strongly benefit certain countries and leagues to the detriment of others at a sports and financial level.
  • Wales, Canada, United States and The Netherlands lead the rankings of the main origins of expatriate players.

We need global competitiveness, at a domestic and continental scale.

The show is already improving.

Photo credit: FA Wales

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