A CRITICAL ANALYSIS OF THE PROMOTIONAL STRATEGIES DESIGNED TO INCREASE PARTICIPATION IN WOMEN’S FOOTBALL: A FOCUS UPON ENGLAND AND WALES

Abstract

The awareness and representation of football has always been male dominated, however recent literature has highlighted a steady increase in girls participation of football over the years. This paper intends to explore and analyse the marketing strategies that has initially accelerated women’s participation in football. Primarily, focus will be given upon the Barriers affecting participation and foresee an insight towards the understanding of Health Benefits generated from participation in sport. This research gains an in depth understanding of female’s perception upon the marketing strategies implemented to increase women’s participation in football and whether they are sufficient. A qualitative mixed method approach was utilized in the form a questionnaire consisting of closed-ended and open-ended questions. Additionally, a purposive sample group of females 18+ years were approached to take part in the research study in order to gain acuity within the current promotional strategies and highlight their effectiveness in increasing female participation in football. The analysis of the results emerged key themes in which were coded (a) Health Benefits in Physical Activity, (b) Barriers in Women’s Football (c) Promotional Strategies in Women’s Football. The main findings from this research study indicated that there still remains the concern of Gender Roles within football however the emphasis upon promotional strategies within women’s football is continuing to remain effective and increase participation levels as the Olympics 2012 evidently portrayed.