The Confederation of African Football has articulated a number of measures aimed at boosting the profile and commercial potential of women’s football on the continent.
The measures are one of the continental body’s five strategies that will be implemented between 2020-2023 for the development of Women’s Football on the continent.
African football, in general, has long-struggled to maximize its commercial potential but the situation is even worse for Women’s Football which lags considerably behind the men’s game.
A lack of professional leagues in most countries and an inability to attract crowds to games where leagues exist severely impacts the game’s visibility which in turn impedes funding and sponsorship.
Africa’s football governing body believes radical and deliberate marketing strategies must be implemented to address these issues.
CAF’s brand new marketing and promotion pillar for the development of women’s football in Africa aims to achieve the following:
– Create a strong and unifying Women’s football brand for Africa.
– Create a dedicated commercial and communication strategies to leverage and market the new brand.
– Develop and implement a brand strategy that clearly distinguishes Women’s football.
– Build and grow dedicated digital platforms to promote the game.
It is believed that religiously implementing these measures will create a boon for the women’s game on the continent and ensure the untapped commercial potential is fulfilled.