Throughout the Women’s Euros this year, we’ve witnessed many brands, organisations, individuals, and non-sporting companies utilise the tournament’s enormous exposure to best promote their internal services. At Oporto Sports, I’ve pleasantly gained various insights surrounding how County FA’s have used the #WEUROS2022 to amplify multiple services, including playing & coaching opportunities, national campaigns supporting women’s football and more. Throughout my experience at Oporto, it felt only right to share how the County FA’s I’ve worked with have optimised promotion from the competition in ways other marketers and brands can learn about localising content to best tailor their values.
Content breakdown regarding London FA
London FA had produced a regular news article series on their website entitled Game Shapers, where they interview individuals who have helped to change the game of grassroots football. During the Women’s Euros, they decided to interview former England and West Ham defender Grace Fisk, who advocated for changes to encourage more female participation.
During the tournament, LFA recognised they wanted to boost their web traffic as much as their social media engagement. For this reason, it was a logical decision to adapt content streams they already had running to be tailored to the competition that best captures their audience’s awareness.
The interview with Grace covered an overview of her career and thoughts on the Women’s Euros alongside her future. The article then followed to promote ticket sales to the competition alongside promoting another campaign entitled #DiscoverMyTalent, where players can be referred through the Women’s Talent Pathway via England Football.
Through this content piece, LFA has followed the three basic marketing steps to optimise impact. Step 1 is awareness generated via the content; step 2 is engagement produced via the interview, and step 3 consists of various calls to action.
As well as showcasing storytelling through their news articles, it’s clear that the Women’s Euros enhances an inclusive audience to the game; this was something LDN FA wanted to maximise. The event was entitled the UEFA Women’s 2022 Roadshow, which allowed attendees to meet game legends, take pictures with the trophy, and discover local artists through entertainment ventures.
Considering the tournament has been delivered in the UK, London maximised the opportunity to showcase this event in the city which would naturally draw a wide audience. Adding to that, they didn’t only use the occasion to promote the Women’s Euros but also to raise the profile of local artists and creatives. This was achieved through the reach of football which helps demonstrate the inclusion factor spreading beyond sport and empowering football’s relationship in other industries, such as music and entertainment.
England and Arsenal defender Lotte Wuben-Moy was utilised in this content piece by LDN FA to promote a short story about her growing up in London and setting up her own Primary school team. Following on, the caption then leads towards encouraging viewers to view playing opportunities taking place across London.
From this content, the fact it was generated from a quote tweet of a Lioness post enhances the audience reach of LDN FA’s brand, considering it stemmed from a verified account. This is the key point to learn from this content; occasionally, well-timed quote tweets work in a brand’s favour.
Content breakdown regarding Oxfordshire FA
Oxfordshire FA best promoted the Women’s Euros in their favour by creating a hashtag #GETINTOFOOTBALL to encourage more people to participate in the game. This hashtag being generated is a marketable asset to help localise their content to the appropriate audience. Using the Women’s Euros demonstrates their intention to adapt it to a national campaign to enhance brand awareness.
The lesson from this content piece is that when creating traction towards your audience and services, utilising national campaigns with synergetic values will only enhance the strength of your online community.
Throughout the Women’s Euros, OFA has a Youth Leadership Team responsible for promoting responsible and respectful behaviour across grassroots football in Oxfordshire. They decided to host a Weetabix Wildcats Centre football session, capture images from the opportunity, and share them across socials.
This opportunity gets more girls to play football, which is one of the core values of the Women’s Euros, and OFA has endorsed this value effectively from this post. Not every content piece needs to be super creative if the impact is obvious!
Following the above content piece, OFA decided to release a blog outlining the outcomes achieved from the session. Some of these included the number of girls of different ages participating in the festival, the atmosphere created during the session alongside an actionable link for the consumer to discover more Weetabix Wildcats sessions.
This is more than just about enhancing web traffic; it’s about OFA making an effort to better connect with their community to encourage more awareness from parents, coaches, clubs and more bodies involved in the game to encourage young people about the benefits of these initiatives. For this reason, more organisations representing grassroots football would benefit from similar impact-driven content.
Content breakdown regarding Lancashire FA
Lancashire FA shared some well-timed promotion for the Squad Girls campaign ahead of the Lionesses taking on Northern Ireland in the group stages. This campaign is one that many County FA’s are pushing forward throughout the tournament due to its focus on getting more girls to try out football; therefore, getting behind an important campaign that enhances inclusion is only right for promoting the right purpose.
Like London FA setting up the UEFA Women’s 2022 Roadshow, Lancashire FA created their own football festival, Fan Festival in Leigh, where they captured a freestyle footballer, John Farnworth, show off some tricks to the public.
Once again, this is a content stream which advocates for LFA promoting the community spirit they want to game to amplify.
IMPACT, IMPACT, IMPACT! LFA produced an impact poster demonstrating the outcomes across the county relating to community goals they aspired to fulfil, interlinked with the Women’s Euros.
Not only does this showcase the work they’ve done with their community, but it also gives LFA the chance to build better connections with clubs that function across Lancashire, proving their ability to support the growth of grassroots football.
Despite insightful posts around facts and figures not being the most popular to draw attention from casual audiences, there are different audiences it will resonate most strongly with, and that’s something LFA have considered well with this tweet.
Considering how each of these County FA’s has utilised their content throughout the Women’s Euros, there are plenty of lessons brands, athletes, and others can benefit from relating to cultural sensitivity, well-timed content production, outcome-driven focuses and more.
What was the most insightful piece of content you learned from?