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.”
Leicester's Fatawu ruled out for rest of season with ACL injury
Leicester City manager Steve Cooper confirmed Abdul Fatawu will miss the rest of the season.
The 20-year-old sustained an anterior cruciate ligament injury (ACL) while playing for Ghana against Angola during the international break.
Fatawu has featured in all 11 of Leicester's Premier League matches so far this season and has registered two assists.
No Leicester player has attempted (61) or completed (29) more dribbles than him, while his 30 crosses is also a team-high in the top-flight this season.
"It's not good, it's a serious injury," said Cooper ahead of their match against Chelsea on Saturday.
"It's a real blow, first and foremost for him, being a young player and having an injury as serious as what an ACL is.
"Albeit, it can be quite common in sport, and in particular football, but it's still a serious injury.
"For it to happen at a young age is a blow for him and a blow for us as well.
"He's obviously a big talent and a young player, as exciting as he can be at his age, with lots to learn.
"It's only a pause, and we will make sure, as difficult as it is at the moment for him, that he comes back being a stronger player and person, which, with the mentality and character that he has, I think will be the case."
Arsenal qualifying for Champions League quarter-finals feels 'surreal', says Slegers
Renee Slegers says it feels "surreal" that Arsenal have secured their place in the Champions League quarter-finals with two games to spare.
The Gunners will finish at least second in Group C after Lina Hurtig's late strike secured a 1-0 win over Juventus on Thursday.
What looked to be a frustrating encounter was turned around by Slegers' substitutions, and after missing a glorious chance, Hurtig was eventually the difference at the Emirates.
Arsenal created 3.69 expected goals (xG) from their nine shots, getting three on target, compared to just 0.5 for Juventus, who tested Daphne van Domselaar the same amount of times.
Slegers was impressed by her side's resilience as they pushed to come away with all three points.
"It's surreal to be honest," Slegers said post-match. "I never felt we would get into this situation. We have done really well.
"I was part of Jonas [Eidevall's] staff and there was so much that was built during his time. I don't want to separate that. There is so much we are still building on. It's surreal in so many ways but we are very happy.
"I'm just happy for the team to win. Obviously, we have amazing depth in the squad, and we know anyone can do it for us - whether it's starting players or finishing players.
"It's the visualisation of how much everyone contributes in the team. I think that's what it means for us."
Slegers took over as interim manager following Jonas Eidevall's departure last month and has gone unbeaten in her first seven games, winning six and drawing one.
They have won each of their last five in all competitions, and have not conceded a goal in their previous four matches.
"It was just a very impressive block of the team," Slegers said. "We conceded only one goal during this whole block, so defensively very solid.
"The players have been stepping up big time, they've been owning this; we tried to relay it back to them all the time, so giving them the ownership.
"I'm just very happy with how the block has been, different challenges along the way, so all games have asked something different from us. We've responded to that really well, sticking to our identity but also playing the game that's ahead of us."
Arsenal qualifying for Champions League quarter-finals feel surreal, says Slegers
Renee Slegers says it feels "surreal" that Arsenal have secured their place in the Champions League quarter-finals with two games to spare.
The Gunners will finish at least second in Group C after Lina Hurtig's late strike secured a 1-0 win over Juventus on Thursday.
What looked to be a frustrating encounter was turned around by Slegers' substitutions, and after missing a glorious chance, Hurtig was eventually the difference at the Emirates.
Arsenal created 3.69 expected goals (xG) from their nine shots, getting three on target, compared to just 0.5 for Juventus, who tested Daphne van Domselaar the same amount of times.
Slegers was impressed by her side's resilience as they pushed to come away with all three points.
"It's surreal to be honest," Slegers said post-match. "I never felt we would get into this situation. We have done really well.
"I was part of Jonas [Eidevall's] staff and there was so much that was built during his time. I don't want to separate that. There is so much we are still building on. It's surreal in so many ways but we are very happy.
"I'm just happy for the team to win. Obviously, we have amazing depth in the squad, and we know anyone can do it for us - whether it's starting players or finishing players.
"It's the visualisation of how much everyone contributes in the team. I think that's what it means for us."
Slegers took over as interim manager following Jonas Eidevall's departure last month and has gone unbeaten in her first seven games, winning six and drawing one.
They have won each of their last five in all competitions, and have not conceded a goal in their previous four matches.
"It was just a very impressive block of the team," Slegers said. "We conceded only one goal during this whole block, so defensively very solid.
"The players have been stepping up big time, they've been owning this; we tried to relay it back to them all the time, so giving them the ownership.
"I'm just very happy with how the block has been, different challenges along the way, so all games have asked something different from us. We've responded to that really well, sticking to our identity but also playing the game that's ahead of us."
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