Teams at every step of the pyramid will be encouraged to embrace AI as part of a new partnership the Football Association’s director of women’s football hopes will help boost attendances at overlooked local clubs.
On Thursday the FA announced a new three-year deal which will see tech company Adobe take over as title sponsor for the Women’s FA Cup, which this year boasts a doubled prize pot from £3million to £6m.
But while the women’s game has witnessed unprecedented recent growth, particularly following the Lionesses’ Euro 2022 triumph, Baroness Sue Campbell admits clubs below the top tiers have not equally benefitted from the boost.
The FA’s director of women’s football told the PA news agency: “If you’re talking about Newcastle in tier three, they’re getting 20,000 people through the gates already, but you could also be talking about another club at tier three who are lucky if they get two people at a game.
“So we’ve got a long way to go still to get people to commit to come. There are a lot of lessons to learn by looking around, we’ve really done some good looks across at the United States where they get massive audiences for relatively low-tier games, but I think there’s a different culture in the way Americans either play sport or watch it.
“So we are having to build that culture of attending women’s games. The volume of interest is just growing and growing (but) people aren’t used to going and looking at their local women’s team.
“I think that’s what part of this (partnership) is about, using the FA Cup to connect clubs with their local population, their local community, looking at how they generate content which excites people to want to come, which gives them an interest in the individuals that are playing.”
Marketing is key to drawing those audiences, but, like ticket sales, staffing and resources across the lower tiers of English women’s football vary wildly.
Part of the new partnership will see Adobe give access to and train all 460 clubs in the competition on what it describes as an “AI-first” content creation app the FA hopes will allow teams to better market and promote themselves to boost interest and attendances, without putting undue strain on already-stretched staff.
Campbell, who in September announced she will retire from her role at the FA in 2024 after eight years, appreciates a one-size-fits all approach will not work but is optimistic about the technology’s potential.
She said: “We’ll have to think about how we support those clubs that perhaps are the one-person club, where they are trying to organise the post, send out the kit and also do the marketing.
“I hope we can actually enable these people to do things they perhaps don’t even know right now they are capable of doing. I think we will have to tailor it according to what is there, but we’ve got really good intelligence from the FA’s point of view about where every club in that structure is, and I’m sure we can adapt.”
Beyond the practical and potential financial advantage there is, at least for Campbell, also a more philosophical benefit in putting the latest tech in the hands of hundreds of clubs.
She added: “I think women and girls often haven’t had a voice, and certainly not in football. We’re gradually giving them one, and I think therefore the potential is just enormous.”
Arteta hails 'phenomenal' Arsenal drive to take Man City all the way
Mikel Arteta hailed the "phenomenal" drive shown by his Arsenal side to push Manchester City all the way in the Premier League title race.
The Gunners moved one point clear of City at the Premier League summit on Sunday with a 1-0 win against Manchester United at Old Trafford.
City have a chance to restore their advantage when they travel to Arsenal's fierce rivals Tottenham on Tuesday, before then hosting West Ham.
Regardless of what happens in midweek, Arsenal will go into their final game of the campaign at home to Everton with the title battle still alive.
Speaking to BBC Sport after his side's latest win, Arteta said: "It is a phenomenal thing they are doing."
However, Arteta was not entirely pleased with the manner of his side's slender victory, even if they were good value for the win overall.
"We weren't composed, clean enough, consistent enough and were unable to do the simple things right," he said. "That doesn't give you control.
"Some of the players have not been in this position; they don't know what is at stake and how you feel emotionally to have to win and win and win from December or January."
Arsenal's win was just their second in 17 Premier League trips to Old Trafford, most recently coming out on top in November 2020.
Lenadro Trossard scored what proved to be the winner with 20 minutes played, tapping in from close range after being set up by Kai Havertz.
"We needed a result today in a really difficult place," Arteta added. "Our history was not in favour of a result today.
"There was so much at stake and we're happy with the result. We started the game really well and were dominant.
"We scored the goal and I think the goal led to slightly bad things because we started to play too safe, too sideways, too backwards with not enough structure.
"We started to give the ball away in good areas and that is a danger against them. But we defended well and didn't concede too much."
Arsenal now find themselves cheering on Tottenham against City, knowing that anything other than a win for Pep Guardiola's men will leave their title fate in their own hands.
Asked if he will be watching that game, Arteta said: "We will be sat watching and it’s true we need the result in order to achieve [the title]. In football there are always possibilities."
Tuchel skips goodbye from fans after final Bayern home game
Departing Bayern Munich coach Thomas Tuchel opted on Sunday to quietly slip into the changing rooms instead of joining his players to celebrate after the Bavarians beat Wolfsburg 2-0.
Tuchel will be leaving at the end of the season – a year earlier than his contract ends – following a disappointing campaign with no silverware.
The win came four days after Bayern's Champions League semi-final exit to Real Madrid confirmed their first season without a trophy in over a decade.
"These are the moments for the players," he said when asked why he did not join his squad who went in front of the Bayern ultras after their final home game of the season.
"I don't want to be in the spotlight there. That's for the team. I know that the cameras are there.
"I prefer to go in [to the changing rooms]. It is about the team. The fans are there for the team. They need to be celebrated."
There has been little to celebrate for Tuchel in his 14 months in charge, with Bayern having managed to win only the Bundesliga title last season after Borussia Dortmund slipped up on the final matchday.
He said he did not yet know what he would take away from his time at Bayern, who missed out on Bundesliga glory to Bayer Leverkusen this term.
"Last home game and what remains I don't really know," he said. "It will take some time to see what is left.
"It is a privilege to coach at this level. I came to win as many titles as possible. We did not succeed in that."
Juventus 1-1 Salernitana: Late Rabiot goal salvages home draw
Juventus snatched a 1-1 draw at home to relegated Salernitana courtesy of a late Adrien Rabiot goal that cancelled out a first-half header from Niccolo Pierozzi in Serie A on Sunday.
Juve are fourth on 67 points with two matches left, six points ahead of Atalanta, who have two games in hand.
Salernitana shocked the Allianz Stadium as unmarked Pierozzi headed home after 27 minutes following a corner.
But Juventus dominated the rest of the match and equalised in stoppage time when Rabiot slid the ball home at the back post after a corner was flicked on.
Bottom side Salernitana were doomed to the drop last month.
Juve play in the Italian Cup final against Atalanta on Wednesday in an effort to save a disappointing season and stop their winless streak at six matches in all competitions.
Data Debrief: Another stalemate for Juve
Juventus were grateful for a point come full-time, albeit it was a poor result in the grand scheme of things. Juve have now draw five successive matches in Serie A for the first time since between April and May 2009.
In fact, only Heidenheim of the Bundesliga (10) have drawn more matches than Juventus have (nine from 18 games) across Europe's top five leagues in 2024.
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