Watch: FIFA rolls out first global strategy for women's football

FIFA has launched its first ever global strategy for women's football, aiming to 'realise the full potential that exists within the women's game'.

It will chart a course for how football's global governing body will work with confederations and member associations, clubs and players, the media, fans and other stakeholders.

FIFA claims the standout benefit to young girls and women involved in the game is 'empowerment', with key elements of the strategy being to encouraging 'empowerment through football, growing the game, getting more girls involved in it earlier and keeping women in football longer'.

Specific communications and marketing objectives are listed as:

  • Devise a clear women’s football communications strategy covering both competitions and development;
  • Develop an effective marketing programme for global women’s football that harnesses its full commercial potential and social impact;
  • Develop and implement a Women’s Football Commercial Programme by 2026;
  • Work to build awareness of top female athletes and role models through greater coverage and exposure on FIFA’s own digital and communication platforms;
  • Identify ambassadors to raise the profile of women’s football and advocate for access, equal opportunities, health benefits and positive societal change through the game.

FIFA secretary general Fatma Samoura said: "As FIFA’s first female Secretary General I am proud to launch our first-ever global strategy for women’s football. The women’s game is a top priority for FIFA and via our new strategy we will work hand-in-hand with our 211 member associations around the world to increase grassroots participation, enhance the commercial value of the women’s game and strengthen the structures surrounding women’s football to ensure that everything we do is sustainable and has strong results. Most importantly it will make football more accessible to girls and women and encourage female empowerment, a subject of great importance, now more than ever before."

The much-maligned organisation established its first-ever Women’s Football Division in 2016 under chief women’s football officer Sarai Bareman.

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