If we are to continue advancing a “new normal” of football, it is important that the women’s game is part of the conversation about football’s return. Without a clearly communicated strategy for the women’s game, the future of clubs and players’ health and wellbeing remain at risk.
While COVID-19 has impacted both grassroots and elite football, women’s football has gone through tough times before. It is resilient. So, COVID-19 may not be a fatal blow. However, swift and decisive action is needed to protect the recent momentum and growth of women’s football around the world.
So what can be done in order to recover and sustain the progress made in recent years?
1) One of the biggest challenges for women’s football is that it is heavily reliant on sponsorships to survive and thrive. Clubs must shift their perspective so that women’s football is viewed as a core business and not as a goodwill gesture to the community.
2) Clubs should be entrepreneurial and innovative in their approaches to generating revenue for the women’s game, such as crowdfunding or pledging through a social enterprise like Play For Goals.
3) Women footballers are often on short-term contracts and juggle other jobs and family responsibilities alongside football careers. Issues surrounding wellbeing might be felt more acutely in women’s football. Clubs must work to actively support players.
4) The 12-month delay to the Women’s European Championship, which is now due to be held in the summer of 2022, should be seen as an opportunity. Leveraging mainstream interest in the Men’s 2022 FIFA World Cup, a “festival of football” could enhance fan interest in the women’s game.
5) When the game restarts, women’s football supporters must remain faithful in their support of the game. Visible advocates will show the governing body and clubs that there is a sustained demand for women’s football.
What else do you think can be done to support the women’s game? Comment below!
