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.”
'I have nothing against him' - Leao brushes off rumours of feud with Fonseca
Rafael Leao has shrugged off suggestions of a feud between him and Milan head coach Paulo Fonseca despite starting fewer games in recent weeks.
The winger started three consecutive Serie A matches on the bench after the last international break, coming on to make substitute appearances in two of those.
He returned to the starting line-up for their 3-3 draw with Cagliari last time out, netting twice in the first half to bring his tally up to three goals for the season, and 50 overall in Serie A.
Leao has also provided three assists in the Italian top-flight, while he has both attempted (36) and completed (24) the most dribbles of any Milan player in the competition.
There were reports of tension between Leao and Fonseca due to the former's lack of playing time in recent weeks, but he brushed off the idea.
"These things happen during the season, I have nothing against him, and he has nothing against me," Leao said while at Portugal's training ground.
"It's all settled. I don't like being on the bench, obviously, but he makes the decisions and I, as a player, have to respect the coach.
"When I step onto the pitch, I have to do my best to help the team."
Leao has also impressed with performances in the Champions League this season, especially against Real Madrid in a 3-1 win, as he registered an assist for their third goal.
However, he has also come under criticism in Italy, with one pundit claiming he has a poor work ethic, suggesting he only puts in effort in big games.
"Clearly, I do not agree with that," Leao added about the recent comments.
"I have been having a great season at Milan but, like everyone else, there are ups and downs. The campaign has only just started. Look, I know that I am not the perfect player and sometimes I can do much better.
"I am not shaken by this criticism. I have people who help me to improve and those are the ones I have to listen to. This criticism just spurs me on to respond on the pitch."
KSAFA implements zero-tolerance policy for referee assaults
The Kingston and St. Andrew Football Association (KSAFA) has announced a strong new measure to protect referees, enforcing a zero-tolerance policy for physical assault against match officials. The decision, taken at a recent KSAFA Council meeting, introduces Article 55 - 3.2, a competition rule stating that “Any player who physically assaults a referee during a match will be automatically suspended for the remainder of the competition that they participate in.”
This newly instituted rule marks a decisive step by KSAFA to eliminate violence against referees and foster a safer, more respectful environment within football competitions. The rule imposes an immediate suspension on any player found to have assaulted a referee, and the suspension will remain in place for the entire season without the possibility of appeal.
In light of recent incidents highlighting the vulnerability of referees to mistreatment and physical attacks, including the withdrawal of services by match officials in the ISSA Schoolboy Football competition after attacks and delays in security response, KSAFA’s action signals a commitment to serious reform. Following a recent match where officials were physically assaulted, referees called for heightened protections and better working conditions, resulting in a temporary halt to several scheduled matches.
KSAFA President Mark Bennett stressed the importance of protecting referees, stating, “Referees are the backbone of our sport. Their safety and dignity must be respected. This rule demonstrates our commitment to creating a secure environment for all.”
To ensure effective enforcement, KSAFA will work alongside referees, clubs, and law enforcement agencies to investigate incidents and apply sanctions as swiftly as possible. This collaborative approach aims to instill a culture of respect for referees, reinforcing KSAFA’s stance that violence in football will not be tolerated.
Australia 0-0 Saudi Arabia: Visitors denied last-gasp winner on Renard's return
Saudi Arabia had a stoppage-time goal ruled out as Herve Renard's first game since returning as Saudi Arabia head coach ended in a 0-0 draw against Australia in World Cup qualifying.
Sultan Al-Ghannam fired through a sea of bodies in the 94th minute of Thursday's Group C contest at AAMI Park, but the celebrations were cut short due to an offside infringement.
Referee Ali Saeed Al Naqbi had earlier irked the home side by awarding a 12th-minute penalty for an Ahmed Al-Kassar challenge on Mitch Duke, which was then overturned.
Replays showed the incident happened just outside the box, but Australia felt the Saudi keeper should have been sent off and not issued just a yellow card.
Joe Gauci pulled off a fine double save later in the first half, albeit the offside flag later went up, but it was Australia who did more to win the game prior to the late drama.
Brandon Borrello was played clean through on goal and opted to square to Riley McGree, who was unable to help the ball past covering defender Saud Abdulhamid in front of goal.
Data Debrief: Another blank for both sides
Australia entered this game without a goal against Saudi Arabia in 2,716 days - a run that will extend for a little while longer after this latest blank.
The Socceroos have failed to score in three of their five third-round qualifying games, while Saudi Arabia have gone three in a row without netting.
Tony Popovic's side will justifiably argue they did more to win the game, though, finishing with an expected goals value (xG) of 1.31 to Saudi Arabia's 0.05, but the teams remain locked on points in Group C.
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