Bilbao: Women in Football Summit

Last month Sophie and Jodie set off to Spain to attend the Women in Football Summit. They came away feeling inspired and hopeful for the future of the game, having spent time surrounded by incredible leaders who are working hard to ensure the game continues to grow. Here's their key takeaways:
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8️⃣0️⃣% of the decision-making for girls’ activity is made by their mothers. Perception of football amongst young girls is changing but as a sector, it’s essential that we put as much focus on engaging the younger generations as we do the decision-makers. Many mothers will have grown up in a different society - one where female footballers of all levels are treated very differently. We need to show them that the game is changing, as much as to encourage their daughters to want to play and follow football. Strong communication is key.  
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💰 There is serious investment going into the women’s game all over the world. Governing bodies, leagues & clubs are finally realising the opportunity and starting to put their money where their mouths are. We have seen incredible momentum since England hosted the UEFA Women’s EURO 2022, followed by the FIFA Women’s World Cup 2023. With the UEFA Women’s EURO 2025 around the corner, we cannot lose momentum now.
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⚽️ The women’s game is a very different product to the men’s game. The players, fans and supporters are very different and will respond differently to communications, marketing and the match day experience. Having the same teams working across both games will not work - you have to have dedicated staff focussed on the different games in order to succeed.  
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🏟️ Did you know that stadiums are built for men?! We are now seeing clubs across the world considering how they can build new or adapt existing environments to ensure they are accessible for the women’s game, both for players and fans. This spans everything from changing room facilities to a number of toilets, catering options and the angle of spectator seating.

Clubs shouldn’t take the ‘easy’ route and stage women’s matches at the club training ground - their purpose is to be out of the way to ensure a secluded environment and they are not designed with fans in mind. The game will never thrive if the women are ‘out of sight, out of mind’ - we need to ensure fans get a proper match day experience.  
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🙏 The women don’t need to follow the men! Let’s take the learnings from the men’s game and make it better. We don’t need to be tied to do as we’ve always done - the women’s game is different and decision-making should be considered as such. It requires us all to share experiences and work together.