FIFA's first women's football strategy

Written by Daniel Delia

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What is FIFA? FIFA is The Fédération Internationale de Football Association, the organisation has a non-profit setup and describes itself as an international governing body. It is linked with the sports: football, futsal, beach soccer and e-football. Furthermore, it is ranked the highest governing body compared to the rest giving it a lot of fame and popularity around the globe.

How can FIFA help with women's football? As FIFA is the most recognised governing body, due to the governing body for football. It will support women's football by covering them on many different platforms allowing female football to be showcased around the world. This will range from the different levels they are playing at to the leagues around the word.

The women's world cup was one of many examples which highlighted that women's football is on the rise. From the players, support from fans and the international coverage that was given to female football, it is clear that equality should be brought to the sport of football. A reason why I believe female football should be given more coverage is because it allows the younger of generation of females to have a role model to look up to rather than looking up to a male role mode, even if there isn't anything wrong with that. This is because it makes their goals more realistic and allows other females to visualise how they need to play or be able to mirror the way someone plays in order to have the same opportunity in playing at the highest level.

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This is going to have a positive effect on the community as female football teams will be able to work together to stand against any abuse they might get from fans who believe females shouldn't play football due to the quality on the pitch. In addition, female footballers will be able to perform on a worldwide level due to the largest governing body trying there hardest to broadcast female football to 1 billion people.

FIFA is trying to have a positive impact on females due to their First Women's football strategy opening doors to some who would have not looked twice into women's football.

Their three goals being:

- Grow participation

- Enhance Commercial Value

- Build the foundations

One way in which this will be successful will be by teaching, mentoring and developing the females through football academies just like young boys would.

Mentoring would have the biggest impact out of these in my opinion as being able to conduct football activity's first-hand to these girls from a young age will allow them to build the foundations of being a good football player and will help them understand the sport in more ways. For example, they can practice their techniques and work on their craft during a match so that they can implement what they have learned to a higher standard allowing them to perform better under pressure and when the intensity increases.

Additionally, it helps females on and off the pitch due to the fact that anti-feminists will always be in our society doubting the aspirational young females who are chasing their dream, just like any other kid who is trying to play professionally would.

By showcasing the game to more fans will normalise seeing females play football. This means that more fans will be able to tune into Sky Sports and check what the score on Arsenal v Chelsea (W). This also illustrates that they will be making more money due to the higher amount of people which are watching the game.

From this more tournaments can occur for girls of all ages. This allows girls who would have normally never had the opportunity to play at a high level to showcase their talent and potentially be scouted by a club who can offer them more for their future.

FIFA will also help commercialise any of the latest stories so that the fans can get the latest stories as soon as possible. This makes a possible player to fan interaction occur where fans are able to voice their opinions and are able to voice themselves on social media. As social media is one of the biggest forms of communication, it will build a large fanbase in which will help female football in the future as the more fans there are, the higher the demand for female football.

Furthermore, more females will be involved in the global networking. This means that aspiring young females will have a role model to look up to and can give them the push they need in order to take the initiative to pursue their dream in football. 

FIFAS final step would be to educate and empower. A way in which this will occur would be by highlighting social issues using FIFA competitions and by having partnerships with NGOS and 3rd parties for stronger impact.

In addition, FIFA will be supporting women and girls together with their member associations. This allows for women to have their voices heard, also, it allows for females who feel as if they are alone to feel as if they are in a community by having other girls to talk to and be able share opinions with each other.

GOALS:

- 60 million female players

- Double the number of youth leagues

- Women on every executive committee

- Broadcast of 1 billion

FIFA aspire to have 60 million female players participating in football. This will help with the development of female football as it will show that enough girls are interested. Although it is a sport, it is also a business and marketing opportunity for people to invest in. Furthermore, if a large population of girls are taking part in the sport there is a higher chance of the younger generation being inspired to play football and might be the future idol or star for female football. In addition, it will allow girls from any country to be able to participate in a sport they can enjoy. 

FIFA also want to double the number of youth leagues. This will help scouts find talents easier and will also allow girls who wouldn't normally have the exposure to showcase what they can do. By increasing the number of youth leagues, it will encourage females to participate in football as there will be many different of levels they can participate in, beginner, moderate or an intermediate level. In addition to this, females won't have to feel upset as whatever level they're playing at can earn them a spot on a team which could be playing at a higher level.

Furthermore, FIFA want to have a broadcast of 1 billion. This will increase the coverage over social media which also increases the popularity for female football. By having female football broadcasted at a number of at least 1 billion, female players from any country will be able to access all highlights posted by FIFA and will be able to access interviews that are recorded pre and post-game so that they can hear what their role models have to say about the match.

Unfortunately for fans, the maximum potential fans tuning into the matches due to the quality of female players. In addition, they believe that it effects the matches and the number of viewers. 

In addition to this, women-s football is severely underpaid suggesting that female footballs are being under-valued. This is evident as the highest wage a female football player is £245,000 a year, and many male football players earn that type of money in a month if not a week.

Finally, Fans feel that women's football aren't given the most amount of respect as in the past summer, there were no major international tournaments held during the World Cup in Russia as it was forbidden for any to occur. However, during the women's World Cup; the Copa America and the CONCACAF Gold Cup took place.