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.”
Guardiola: Foden can still get better after Player of the Year award
Pep Guardiola thinks Phil Foden can still get better, after the 23-year-old winning the Premier League’s Player of the Year.
Foden has been a pivotal part of City’s title challenge this season, scoring 17 goals and providing eight assists in the top-flight in 2023-24.
It is the youngster’s most prolific scoring season for City, while only six players have bettered Foden’s goal haul in the Premier League.
When asked about the strides that Foden has made this season, leading him to the award, Guardiola praised the England international’s influence on the squad.
"Obviously, he makes a step forward as a football player. In terms of minutes or time, but he's decisive in winning games," Guardiola said.
"Maybe before it was a glimpse of action, but now it's consistent. That is the truth, but they still have a margin. Sometimes his game is overexcited, it's over, and you have to be more calm because his excitement he has for himself, but we'll have question of time, but this season has been really, really important. Really, really important."
Foden has bettered his tally of 11 goals from last season and leads City’s squad for chances created this campaign with 68.
"He's moving forward, but I had the feeling he can be better, and I think he can do it because I've said many times, that he loves football," Guardiola added.
"He enjoys being on the pitch, and I think the feeling doesn't like when you have the day off.
"He likes to be in the training session doing less or more and I had the feeling it still can be better."
Manchester City can win a fourth-consecutive Premier League title on Sunday against West Ham, if they can match or better Arsenal's result.
Objectives met: Shabazz pleased with Golden Jaguars' showing despite losses to T&T
Despite losing both friendly encounters to Trinidad and Tobago, Guyana senior men’s Head coach Jamaal Shabazz says their objectives were met, as the players that made the trip to the twin island republic gained invaluable experience that will assist to shape their future in the sport.
The Golden Jaguars lost 1-2 and 0-2 to Angus Eve’s Soca Warriors at the Crawford Stadium, in Port of Spain, but for Shabazz, the fixtures served their purpose of gauging the readiness of players, who competed in recently concluded Round One of the KFC Elite League Season, especially with the Concacaf World Cup qualifiers scheduled to get under way next month.
“We did not win, but a lot of questions were answered as to who is ready to move into our full international squad. We achieved our other objectives. We got higher level match practice for the likes of Daniel Wilson, Kelsey Benjamin, Curtez Kellman, Colin Nelson and Ryan Hackett, all of whom travel with our first team. We gave valuable exposure to players like Marcus Tudor, Simeon Moore, Chris Macey and Stephen McDonald, just to name a few,” Shabazz shared.
“It is clear that player for player we were able to match our opponents. Some boys gave a good account of themselves, and some were a bit nervous. Most importantly, the lads would have learnt a few lessons for their future, like the margin for error at international level is small and the need for more composure in front of goal,” he added.
Aside from those he mentioned, Shabazz also had three overseas-based players from Canada, France and the United States, in his 24-member squad, and by all indications, a few more might be assessed, as the tactician prepares to select his final squad for the qualifiers.
Guyana will contest Group D of the qualifiers, alongside Panama, Montserrat, Belize and Nicaragua. They are set to open against Panama in Panama City on June 6, followed by the Belize encounter on June 11 in Barbados.
Shabazz expressed gratitude for the continued support in gifting local-based players the opportunity to showcase their potential, and challenge for spots in the final squad.
“I must thank the Government of Guyana and the Guyana Football Federation for enabling this exposure for the home-based players. At least twice a year we should get these types of matches for home-based players to develop,” Shabazz noted.
Guardiola: Other clubs have a chance to win the title against Man City
Pep Guardiola believes that other clubs do have the chance to win the Premier League while he is the Manchester City manager.
Guardiola has led the Citizens to five top-flight titles in his seven seasons in charge, including each of the last three in a row.
They have the opportunity to win an unprecedented fourth consecutive Premier League campaign – they must match or better Arsenal’s result on the final day against West Ham to finish top of the table.
Asked what he thought about the narrative that suggested other teams struggle to win the title while he is at City, Guardiola immediately brushed the idea aside.
He said: "It is wrong, look at the margin. If every season I won by 20 points, then I would say yes I am a genius, I'm so good, but it's not.
"The Premier League we won against Liverpool they could have won. Arsenal can win, we can win. It's like that.
"My judgement about the team, about how we behave, nothing changed, nothing changed. My opinion of Liverpool this year has not changed, whether they have won or not won.
"I know here there is just a prize for the winners and the winners smell good and everyone won a copy and everything, but it's not.
"It's not the case because behind of arriving here in the last press conference of the season before the last game of the Premier League there are a lot of work, like Liverpool was and Arsenal have been this season."
Guardiola was also quick to highlight the hard work of everybody at the club during their title challenge.
"It's not because of what we have done in the past gives you this season, it's completely the opposite," he continued.
"There are a lot of work for all departments. How many my backroom staff, the medical department, the physio department, how they care all the seasons, every single few, few injuries.
"Injuries are always there, but the balance is ridiculous, how good it is, and that's because there is a lot of work, they care about the players and the people, you know, every single day, hours and hours being above the players, you have to do this, you have to do this, you have to do this to be fit. So otherwise, we cannot be where we are."
The City manager was also asked about his future at the club, and whether he would be continuing past the end of the season.
"Yeah, I have a contract. I want to be here next season, yes," he added.
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