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DIGITAL LESSONS FROM THE FA


England’s Football Association (The FA) recently launched its new OTT platform, The FA Player. Providing live coverage of every Women’s Super League (WSL) game, as well as highlights from matches featuring the England national team, the Women’s FA Cup, the FA Women’s Continental League Cup, archive footage and other programming.

Since then, the WSL has secured its first-ever overseas broadcast rights deal with Sky Mexico and Scandinavian network NENT. The three-year agreement, which is worth a six-figure sum, gives the top tier of women’s soccer in England coverage across Mexico, Central America, the Dominican Republic, Norway, Sweden, Finland and Denmark.

In our recent report, Content is Queen; Digital Lessons from Women's Sports, Marzena Bogdanowicz, The FA’s Head of Marketing and Commercial, Women’s Football, explains how the governing body is evolving its content strategy to capitalise on the rising popularity of its women’s properties.

In your view, what have typically been the biggest obstacles to creating and distributing women’s football content? Lack of awareness has probably been the key one on distribution, alongside an understanding and appreciation of the quality. The Women’s World Cup, specifically the positioning of the Lionesses and the work we have recently done on the Barclays FAWSL brand have helped hugely in raising the credibility of the women’s game and showing the players as talented and professional.

How has the FA’s investment in women’s football content evolved over the past three years? Every year we look at how we can evolve our content, how we position the content and we always look to improve. The FA Player is probably the biggest step we have made to date and has been very positively received.

What potential is there for the FA to increase its revenue generated from women’s football content in the future? We have just announced two overseas broadcast agreements, which demonstrates there is clearly an appetite for the Barclays FAWSL abroad.

What was behind the FA’s decision to invest in its own OTT platform dedicated to women’s football? This is a pivotal and significant step in The FA’s journey to grow the women’s game and attract new audiences. We know people want to watch football in different ways, with content that’s quickly and easily accessible.

Would you say the return on investment for money spent on women’s sport is more or less when compared to men’s sport? Where do you see more potential for incremental growth coming from in future? We do not compare against the men’s game, the women’s game provides different opportunities and these would be measured against any partner’s objectives. There is real growth potential in women’s football, we are only at the start of the journey and the last 12 months have shown how the new impetus can help grow the game, its profile and also the commercial value that it brings.

For more insider insights from industry leaders at the International Netball Federation and COPA90 download our exclusive report: Content is Queen; Digital Lessons from Women's Sports.

Download full report

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