Investing in specialised professionals to grow business, how has the FIFA Women’s World Cup helped French women’s football and the need of creating more engaging content.

Arianna Criscione wears the colours of Paris Saint-Germain on the field as a first-team player and off the field as a Sponsoring Assistant for the women’s team. A huge asset in the club to grow PSG Féminines, also because of her trajectory. Arianna has played in countries as United States, Sweden, Norway, Italy, Netherlands and France; representing clubs as Danmarks IF, Torres Calcio, FC Twente or Saint-Éttiene. An impressive career where she was won three Italian Supercups, one Italian Cup and played in UEFA Women’s Champions League. From a business side, she counts with specialised education in sports management and did an internship at Benfica, in Portugal. 

Here you have the main takeaways from the interview:

  • Expanding audiences as PSG Féminines did with the cross-over campaign with the NFL team Jacksonville Jaguars allow clubs to engage with original and unique content.
  • More marketing professionals dedicated to the business side of women’s football are needed in clubs to attract more sponsors and enrich day-to-day content and stories.
  • Most World Cup fans have gone away. The tournament had a great impact on awareness and reach but fan attendances have not really improved in French women’s football.
  • Making fans part of the game is key to provide a unique experience on matchdays, letting them be an active and participating part before, during and after games.
  • One team, one shirt approach builds engagement and helps to leverage men’s team impact on the women’s team, as double-headers games regarding both teams.

Arianna Criscione made perseverance and proactivity key pillars for improving business results in women’s football, allocating the necessary amount of resources and time to make women’s football teams develop step by step.

A unique perspective within women’s football, helping PSG Féminines grow on the pitch as a player and supporting its commercial growth at the office. You can enjoy the full interview here:

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