Building Grassroots Programmes

What role to schools, clubsand community activities

play in the development ofwomen’s football? Whatlessons are to be learned

from each?

Grassroots programmes are thelifeblood of football development

• Grassroots programmes – football programmes in schools, clubsand communities – form the foundation from which players ofthe future emerge

• Grassroots programmes are vital to engaging and retaining girlsand women in the sport as players, coaches, referees,administrators and volunteers

• Grassroots programmes are where the core values that footballbrings – are formed – particularly among youth

• However – we have learned that many associations focus onnational-team performance the detriment of grassrootsprogrammes – and this is even more of a problem on the women’sside than on the men’s side

Establishing grassroots programmesfor girls and women: what we know

• It provides the opportunity for girls to try the game away from thetraditional, historical and cultural barriers associated with clubs

• Facilitates engaging large numbers of children in the sport at atime, and often with pre-existing sports facilities

• Inclusion of girls’ in football programmes in schools lendscredibility to their participation – particularly if it is built in to thecurriculum

• Inter-school competitions build bridges to community programmesand clubs!

Key Finding 1: Girls’ football programmes in schoolsprovide an accepted route to encouraging more girls toplay

Key success factors in establishingfootball for girls & women in schools

• Establishing relationships and partnerships with the Ministryof Education or the Ministry of Health is critical

• In doing so, be able to articulate how football programmes forgirls can help educators deliver on their learningobjectives or teach children skills

• Formal development plans and estimates of demand forparticipation for football programmes by girls – has proven tobe effective.

• Support for the initiative from senior members of theassociation is critical to open doors and convince officials

Establishing grassroots programmesfor girls and women: what we know

• Builds from the base established in schools and provides apathway for advancement

• Clubs are where female-only teams form (whereas it is oftenmixed in schools, until approximately age 12), which most girlswe find prefer and is needed to keep them in the game atolder ages.

Key Finding 2: Building bridges to clubs providesclearly defined pathways for sustained participation

• Grassroots programmes need not only players, but suitablyqualified coaches, referees and volunteer administrators tomake them work

• With respect to programmes in schools, associations with themost success were actively engaged in training schoolteachers to teach football

• Integration within the federation makes a difference!

Key Finding 3: Develop the infrastructure needed tosupport grassroots programmes

Establishing grassroots programmesfor girls and women: what we know

• Grassroots programmes can be a tremendous platform tocapture value and attract sponsors

• Increasing the number of participants in these programmesdrives value – and including girls and women offerssubstantial growth potential

• Encouraging participation in a way that also benefits sponsors(e.g., activity-based rewards that drive sales) are easilymeasurable and can be very effective

Key Finding 4: Identify opportunities for sponsorshipand promotion to raise awareness and generate fundingfor grassroots programmes.

Establishing grassroots programmesfor girls and women: what we know

Case Study: New Zealand

Developing girls’ football in New Zealand throughthe “Small Whites” grassroots programme

Michele Cox

Head of Women’s FootballNew Zealand Football

Director of Marketing &CommunicationsFIFA U-17 Women’s WorldCup New Zealand 2008

Building Grass RootsFootballNew Zealand: Small Whites

Background & context

• New Zealand’s football environment isunique

• We are not a traditional football nation

• Men’s football as revenue source waslimited

• We needed alternative ways to funddevelopment

Background & context

• Potential to capitalise on women’sfootball

• Introduction of a grass roots programmein 2001

•• Now football is the biggest junior sport in

NZ

• Small Whites to All Whites

Key objectives

• Overall objective to provideopportunities for children 5-12 yrs toplay football across NZ

• Alignment with NZF strategic planobjectives

• Provide additional platforms forsponsorship

Key objectives

• Specific programme goals

– Encouraging and rewardingparticipation and achievement

– Providing male and female role models

– Providing coaching resources forparents

– Generating revenue

What was done?

• Identifying the need for theprogramme

– Research indications

– Revenue opportunity

Step 1

What was done?

• Development of Small Whitesconcept

– Equal focus on boys andgirls

– Distribution of resourcematerial through regionalfederations to clubs

– Resources provided free ofcost during registration

Step 2

Resource Materials

• Player of the Day Certificates

– Acknowledge achievement at end ofgame

– Tear-off redeemable vouchers

• Participation certificates

– Received by every Small White

– Acknowledging participation

Resource Materials

• Posters

– Tracking progress through the season

– Transfer of brand credibility

• Coaching Manuals– Resource for parents covering basic

principles, techniques, hints, sessions,Skills Academy

What was done?

• Secure sponsorship deals– Offset costs and generate

revenue

• Pitch benefits of involvement– Branding on material– Business generation and ROI

tracking

• Deals signed with 4 sponsors– Milo, Uncle Toby’s, Adidas,

McDonalds

Step 3

What was done?

• Launch the programme

– Distribution of materialinitially to clubs

– Encouraging parents to getinvolved

– McDonalds Skillsacademies started

Step 4

What was done?

• Promotion of the programme

– Dedicated websitewww.smallwhites.co.nz

– Sponsorship of the NZ Heraldsports page

– Small Whites Ambassadors

Step 5

What was done?

• Expansion into schools

– Lack of affiliation meantbetter initial access throughclubs

Step 6

What was done?

• Review of programme

– Feedback questionnairesto 400 clubs

– Recording of materialdistribution

– Redemption of vouchers

– Website hits

Step 7

What were the results?

• Triggered significant growth inparticipation

– 60,000 to 100,000 youth players in 4years

– 35,000 female players

– 1 in 3 juniors is a girl

– THE NUMBER ONE JUNIOR SPORTIN NZ

– Girl’s football the fastest growingschool sport

What were the results?

• Over 600 qualified coaches, 25% arewomen

• Sponsors renewed their contracts

• Increased government participationfunding

• Increased acceptance of girls andwomen in football

Key success factors

• Provision of football opportunities for both boys and girls– Women’s game was placed on equal footing through imagery

• Inclusion of girls increased value– Enabled access to every child– Important when media exposure is limited

• Voucher redemption programme a winner– Rewarded players– Gave sponsors access to a large target market

• Access to all clubs and schools through federations

Getting started

• Is your football network able to helpwith the delivery of a grass rootsinitiative?

• Do your programmes involve boysand girls?

• How could grass roots programmesprovide value and income for yourassociation?

• Are you providing your children withthe very best start to the wonderfulworld of football?

Building Grassroots Programmes