Strategy for the growth of women’s football: The business insight
Last week the Ghana Football Association (GFA) launched a four-year document that sought to strategise women football and grow it to be at par with the men’s football in the country.
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Women’s football in Ghana is the first to participate in a football world cup in 1999 courtesy the Black Queens. But little attention has been paid to them after the world cup.
Successive leadership at the GFA have paid little attention to women football. Now with the announcement of a new four-year strategic document for the success and growth of women’s football, it is hoped that the sport will be put on the same pedestal as their male counterparts.
Bridging the gap
To bridge the gap between women’s football and that of the men there must be a conscious effort to promote equal opportunities.
To encourage equal access and opportunities for girls and women in football from a young age, starting at grass-roots levels.
This includes providing access to training facilities, coaching and competitions.
The women’s game must also be professionalised starting with investments in creating professional leagues and clubs for women's football, similar to those for men.
This will help improve the overall quality of the game and attract more fans, sponsors, media coverage and revenue.
Adequate infrastructure for training and playing matches is also crucial.
The clubs must seek support from the government which in turn must invest in women's football development programmes, infrastructure and initiatives.
Effective policies, grants and financial support can help sustain and grow the women's game.
Sponsorship
One major challenge bedevilling women’s football in the country aside from the absence of infrastructure is sponsorship.
To tackle this and get the required results, women’s football must undertake the following.
Women’s football clubs can liaise or solicit for support from companies to provide financial support in exchange for brand exposure and marketing opportunities.
Such sponsorships can cover various aspects such as uniforms, equipment, training facilities and travel expenses.
These clubs can get revenue that can be generated from selling tickets for women's football matches while creating engaging marketing campaigns and offering affordable ticket prices to attract fans to attend the games.
Negotiating broadcasting rights with television companies that can sponsor teams, players, or events in women's football while providing financial support in exchange for brand exposure and marketing opportunities.
Another area revenue can be generated is from selling tickets for women's football matches.
This can be achieved by creating and engaging in marketing campaigns and offering affordable ticket prices, teams can attract fans to attend the games.
Women’s league clubs must negotiate broadcasting rights with TV networks, streaming platforms, or radio stations can bring in revenue through licensing fees.
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This allows fans to watch or listen to women's football matches from the comfort of their homes or on-the-go.
Developing and selling merchandise such as team jerseys, scarves, hats and other apparel can be a profitable revenue stream.
Creating appealing and quality merchandise can attract fans who want to show support for their favourite teams and players.