Teams at every step of the pyramid will be encouraged to embrace AI as part of a new partnership the Football Association’s director of women’s football hopes will help boost attendances at overlooked local clubs.
On Thursday the FA announced a new three-year deal which will see tech company Adobe take over as title sponsor for the Women’s FA Cup, which this year boasts a doubled prize pot from £3million to £6m.
But while the women’s game has witnessed unprecedented recent growth, particularly following the Lionesses’ Euro 2022 triumph, Baroness Sue Campbell admits clubs below the top tiers have not equally benefitted from the boost.
The FA’s director of women’s football told the PA news agency: “If you’re talking about Newcastle in tier three, they’re getting 20,000 people through the gates already, but you could also be talking about another club at tier three who are lucky if they get two people at a game.
“So we’ve got a long way to go still to get people to commit to come. There are a lot of lessons to learn by looking around, we’ve really done some good looks across at the United States where they get massive audiences for relatively low-tier games, but I think there’s a different culture in the way Americans either play sport or watch it.
“So we are having to build that culture of attending women’s games. The volume of interest is just growing and growing (but) people aren’t used to going and looking at their local women’s team.
“I think that’s what part of this (partnership) is about, using the FA Cup to connect clubs with their local population, their local community, looking at how they generate content which excites people to want to come, which gives them an interest in the individuals that are playing.”
Marketing is key to drawing those audiences, but, like ticket sales, staffing and resources across the lower tiers of English women’s football vary wildly.
Part of the new partnership will see Adobe give access to and train all 460 clubs in the competition on what it describes as an “AI-first” content creation app the FA hopes will allow teams to better market and promote themselves to boost interest and attendances, without putting undue strain on already-stretched staff.
Campbell, who in September announced she will retire from her role at the FA in 2024 after eight years, appreciates a one-size-fits all approach will not work but is optimistic about the technology’s potential.
She said: “We’ll have to think about how we support those clubs that perhaps are the one-person club, where they are trying to organise the post, send out the kit and also do the marketing.
“I hope we can actually enable these people to do things they perhaps don’t even know right now they are capable of doing. I think we will have to tailor it according to what is there, but we’ve got really good intelligence from the FA’s point of view about where every club in that structure is, and I’m sure we can adapt.”
Beyond the practical and potential financial advantage there is, at least for Campbell, also a more philosophical benefit in putting the latest tech in the hands of hundreds of clubs.
She added: “I think women and girls often haven’t had a voice, and certainly not in football. We’re gradually giving them one, and I think therefore the potential is just enormous.”
Ricketts praises Shaw as City striker adds WSL Golden Boot award to accolades
As expected, Jamaica and Manchester City forward Khadija ‘Bunny’ Shaw won the Barclays Women's Super League (WSL) Golden Boot award by a distance, becoming the first player from the club to win the prize in their 10 years in the top flight.
The award marks a clean sweep of individual prizes for Shaw, who also won the Football Writers' Association (FWA) Player of the Year award and the Women's Super League Player of the Year award in recent weeks.
Shaw’s tally of 21 goals ensured that she finished eight goals clear of Chelsea's Lauren James and Brighton’s Elisabeth Terland, who both ended with 13 goals apiece.
The 27-year-old Shaw averaged a goal every 66 minutes in the league this season, accounting for over a third of the City's total league goals. During her impressive exploits, the Jamaican also became the Club’s record goalscorer in the process, when she found the net in a 3-1 Manchester derby win at the Etihad Stadium.
The forward's campaign was cut short in April after suffering a broken leg in City's 5-0 home win against West Ham.
Jamaica Football Federation (JFF) president Michael Ricketts again hailed the towering striker on her remarkable achievements throughout the 2023/24 campaign.
"It's pleasing to see Khadija receiving multiple accolades for her achievements," Ricketts said.
"She obviously worked hard to improve her craft and the results have been overwhelming. The management and staff of the federation congratulate her heartily and wish her a speedy recovery from her injury,” he added.
Meanwhile, Shaw's teammate Khiara Keating became the youngest player to win the Women's Super League Golden Glove award.
Keating, 19, kept nine clean sheets in 22 league games for City as they finished second behind Chelsea in the title race. Manchester United's Mary Earps kept seven clean sheets in 22 games, while Chelsea's Hannah Hampton has managed six in 10 matches.
The young shot stopper played just three league games for City last season, spending most of the second half of the campaign on loan at then-Championship side Coventry United.
Emery admits 'I have my dreams' with Villa after sealing Champions League qualification
Unai Emery has his sights set on winning the Premier League or Champions League with Aston Villa after securing a top-four finish earlier this week.
Fifth-place Tottenham's defeat to title-chasing Manchester City on Tuesday meant Villa will play in Europe's premier club competition next season for the first time in 41 years.
Emery's side conclude a memorable season – in which they also reached the Europa Conference League semi-finals – away at Crystal Palace on the final day.
And the Spaniard is already focused on achieving bigger and better things with Villa.
"It really was amazing when the [Tottenham-Manchester City] match finished," he smiled. "At the beginning of the season, it was really a dream. Of course, we worked hard to try to be there.
"I want to get better, and I have my dreams, and I believe in my dreams. Of course, my objectives are to win the Premier League or the Champions League. We are not contenders, but it is our dream to achieve something like that."
Meanwhile, Palace have enjoyed a strong finish to the season, winning five of their last six games.
The Eagles could seal a top-half finish with a victory – and other results going their way – and Oliver Glasner has urged his players to use that as inspiration at Selhurst Park.
"I'm pleased with the performances we've had," he said. "We want to win. We always focus on what we can influence. If we don't do our job, we don't win, we can't be 10th. It's good motivation at home to say thank you to the fans."
PLAYERS TO WATCH
Crystal Palace – Jean-Philippe Mateta
Mateta has scored in each of his last six home Premier League appearances for Palace, netting eight goals along the way.
He is now aiming to become only the second Frenchman after Thierry Henry to find the net in seven successive Premier League appearances on home soil.
Aston Villa – Ollie Watkins
Watkins has recorded the most assists in the Premier League this season with 13.
Only Ashley Young has ever provided more during a single Premier League campaign for Villa (14 in 2007-08).
MATCH PREDICTION: DRAW
Palace are unbeaten on each of the previous 11 occasions they have finished a top-flight season with a home match (winning seven, drawing four).
By contrast, Villa have only won once in the 25 occasions they have finished a league campaign with an away game (drawn seven, lost 17).
That sole victory came against Chelsea at Stamford Bridge in 2001-02.
On a brighter note, Villa are unbeaten in their last 10 Premier League away games in London, winning five of their six this term.
With 16 such points this season, a win or draw here would set a new Premier League record for the most achieved during a single campaign.
Although, you must go back to their title-winning season of 1980-81 for the last time they completed a league double over Palace.
OPTA WIN PROBABILITY
Crystal Palace: 31.8%
Aston Villa: 39.5%
Draw: 28.7
Leverkusen have no time to soak in 'Neverlusen' season - Alonso
Xabi Alonso says it will take time for Bayer Leverkusen's undefeated run to their maiden Bundesliga to sink in.
Long derided as 'Neverkusen' for their failure to win a major title for decades, Leverkusen became the first-ever team in the Bundesliga to complete a full season without a loss following a 2-1 victory over Augsburg in the season finale on Saturday.
In fact, across the top five European leagues, only Arsenal (2003-04) and Juventus (2011-12) have achieved an invincible season since the start of the millenium.
The club hailed the achievement by giving themselves a new nickname on their social media channel - 'Bayer 04 Neverlusen'.
"It is an exceptional season, not only in Germany but in Europe," Alonso said in a press conference.
"We deserve now to be part of that history of European football. In 20 years, we will look back, and we will say 'we did that'.
"It is an important day for the club. We have to be proud of the way we played. 90 points and undefeated. We need a bit more time to value this title. The first Bundesliga title but a big Bundesliga title victory."
Alonso's team also stretched their European record unbeaten run across all competitions this season to 51 matches as they look to complete the treble next week.
Leverkusen face Atalanta on Wednesday in the Europa League final before taking on Kaiserslautern in the German Cup final on May 25.
"I believe it [the unbeaten title win], but I need more time. But we have no time because we have the next big goal [on Wednesday]. It is unique opportunity," Alonso added.
"We will remember this day. It is a special day to have the league trophy here and having done it undefeated. This team has now been engraved in Bundesliga history."
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