THE GROWTH AND POTENTIAL OF THE WOMENS GAME

By December 2, 2020 Articles

The women’s game is growing. And following episode 29 of our podcast featuring Jennifer Cudjoe, I think there are so many more layers yet to be laid on this cake.

Our conversation evolved around the infrastructure. In Africa, Europe, and the US, where Jennifer Cudjoe currently plays with Sky Blue FC.

According to a UEFA report. There are now a total of 1.2 million registered female players across Europe. And that the number of female players has been on the increase from 2012 with 1,303. Incredible stats and progress!

I read and an article via www.theconversation.com which in part stated –

“Given that most football clubs are now global brands, it is surprising that very little literature has focused on how football clubs’ brands are built over time.”

“A brand is anything that identifies a team and seeks to differentiate it from its competitors. It includes functional elements like colour, name, and logo. It also has emotional elements – for football brands, these include brand culture and player behaviour on and off the pitch.”

“Football brands are important to marketers because supporters will spend more on brands they prefer. The sports industry seems to have embraced the idea of managing football teams as brands.”

It went on to discuss the high patronage of Ghanaian fans with the presence of Ghanaian or African players in the teams. A trend I see no different with women.

It’s undeniably taken a long time to get this stage. And it’s still not without its problems. But women’s football has arrived! And more importantly, women in football.

In 2020, we are all aware of the elegance and dominance European Champions Lyon have had in club football. But also the stardom the USWNT have on the international scene.

It’s with that stardom and influence in the game that has pushed the conversation as to investment and equality.

With presenters, commentators, pundits, and much more, the game has moved into the 21st century. But not with ease I might add. But it’s a breath of fresh air!

A number of clubs in 2020 have launched, or re-launched their women’s division. Speaking to its potential.

A lot of female players commit to their footie dreams whilst also maintaining a family and a career. Working the traditional 9 to 5, and or, having a family – Working five days a week. Training three nights a week, and then playing on the weekend.

Football, lifestyle and fashion go hand in hand. And it’s with that, in addition to being role models and much more, that we’re seeing the evolution of the game. New equity! Influence with layers.

Sport and entertainment is at the heart of our society. And social media is an extension of our personal and brand identities. To whom we create bonds with. Social media plays a significant role in the engagement of sports fans around the world. Social media connects the club, players, and brands directly to the fans.

Not only is women’s football a new and emerging market. Women own a large market share of influence. Speaking to millions of fans and users.

It was published in July 2020 that more than half of the globe uses social media. With an estimated 4.57 billion people around the world now using the internet. And of those users, 346 million new users have come online within the last 12 months.

The value of the fashion industry, alone, especially in women wear, is estimated to be over 600 billion dollars. More than most leading industries.

Women own a large market share of influence, and play a significant role today as to brand exposure. Celebrities and social media influence are seen as another big contributor where consumers are able to learn about new styles and designs.

Today we not only have players, but we have presenters, commentators, pundits, freestylers, and influencers. The women’s game is moving into the 21st century.

Clubs and brands not only buy into the asset, but the commercial potential and value. And the women’s game is birthing stars.

Historically, and for too long, sporting magazines have centred on the football-loving male. Well, with growth of the women’s game, that’s about to change.

Not only do women love football, they love fashion, technology, and gaming too! And with the ascendancy of the game to 1.2 million registered players from 1,300 in 2012. Participation at grassroots has increased exponentially with the same period. As with new influencers in the sport – creatives, freestylers, presenters, commentators and pundits.

It’s unanimous that investment in Women’s Football is needed. For the current generation, and the next generation. And while it may have its detractors. With its current trajectory. The future of the women’s is bright! It may not be identical as the men’s. But whatever the future holds. I think women’s football has incredible potential and future.

I hope you enjoyed this article. It’s an ever evolving conversation and article that’s objective. With likely to more factors and nuances.

As with our podcast. Like, comment with your views, share and subscribe/follow. We’ll be publishing another article before Xmas. We’ll posting as usual vía social media keeping up with the stories as they unfold in the coming weeks. As always if you have any questions or queries. Email us at teamghanaeu@gmail.com or tweet or DM us at @teamghanaeu on IG or Twitter.

Written by Andrew Mensah-Twumasi @andrewmensahjr (IG/Twitter)

 

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