A CRITICAL EXPLORATION OF WOMEN’S FOOTBALL AT UNIVERSITY AND THE ROLE THAT SOCIAL MEDIA PLAYS IN MARKETING THE GAME

Abstract

As participation rates of women in sport continue to be a recurring issue for governing bodies, considerable efforts have been made to improve the perceptions of women’s football. The aim of the research is to explore these issues and consider specifically how marketing methods, with specific focus on social media can impact on participation rates in university level, women’s football. An examination the literature revealed that there has been an increase in the use of marketing strategies by sporting organisations. In addition to this the literature reviewed suggested that the increase in media attention surrounding women’s football has led to an increase in participation. A qualitative research approach was used to conduct the research, through the use of semi- structured interviews. A total of eight people were interviewed five of which were players who currently study at Cardiff Metropolitan University. In addition to this three administrators who have a direct impact on decision making for Cardiff Metropolitan LFC were also interviewed. All interviews were tap recorded and analysed. The key findings revealed that social media, organisational culture and image, played a significant part in attracting members to the club. Other themes revealed that representation from the university play a significant part in the recognition of the club.