Women & Girls’ Football Good Practice Brochure

Contents Strategic Context 4 Introduction 5

Mars Just Play Women’s 5-a-side Tournament (Growth & Retention)

Girls’ United – making friends and having fun through football (Growth & Retention and Better Players)

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FA Women Referee Ambassadors 60 (Workforce)

Girls’ Football at Crosfields FC, Warrington (Growth & Retention and Better Players)

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Women and Girls’ Football Provision Booklet (Growth & Retention and Running the Game)

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Under 11’s 9v9 Transition Festival (Growth & Retention and Workforce)

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‘Football Fever’ - Women and Girls’ e-Magazine (Growth & Retention and Running the Game)

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FA National Youth Futsal Festival (Growth & Retention)

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Soccercise (Active Women’s Project) (Growth & Retention)

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Club Links Coaching Programme (2012/13 season) (Growth & Retention)

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16+ Adult Female Teams 76 (Growth & Retention)

Growth of U10 Girls’ Teams in Bedfordshire (Growth & Retention and Better Players)

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Media City Girls’ and Women’s Euro 2013 Event (Growth & Retention and Running the Game)

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Football Mash Up in Kendal (Growth & Retention and Workforce)

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Girl Guiding Project 38 (Growth & Retention and Workforce) Girls’ United Football Festivals 42 (Growth & Retention) Women’s Football Week (WFW) 46 (Growth & Retention and Workforce) TEAM 19 Olympics – Women’s Football Week Closing Event (Growth & Retention and Workforce) 2

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Bristol Women’s Casual League 80 (Growth & Retention) Soccercise and Fitball Project 84 (Growth & Retention and Workforce) 50+ Walking Football Programme 90 (Growth & Retention and Workforce) Middlesex FA Women’s League 94 (Growth & Retention, Better Players and Workforce) Women and Girls’ Football - Structural Review (Running the Game and Better Players)

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West Lancashire Girls’ Football League (WLGFL) (Growth & Retention, Raising Standards and Running the Game)

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Strategic Context

Introduction

In 2013, The FA is celebrating 150 years of running the men’s game and 20 years of overseeing women’s football. The FA’s women’s football 5 year plan ‘Game Changer’ launched in Autumn 2012, sets out a series of commitments to increase participation and performance, on and off the pitch, throughout the girls’ and women’s game. As a major goal of this strategy The FA intends to grow participation to make women’s football the second largest team participation sport in the country, after men’s football.

We have produced this Good Practice Guide to help County FAs and other partners deliver their own local development plan for the female game. Each County has its own targets and performance indicators and it is hoped this guide will give support and guidance to reach our collective goal of being the second largest team sport. We hope the case studies will showcase the terrific work already taking place around the country and enthuse others to develop similar programmes and initiatives.

Sue Hough Chair of The FA Women’s Committee

Rachel Pavlou The FA National Women’s Football Development Manager

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Girls’ United - making friends and having fun through football Local County FA:

Norfolk County FA

Contact name of lead officer: Stacey Annison, Football Development Apprentice Email and telephone number: [email protected] 01603 704050 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review. Better Players Support the implementation of the World Class Coaches and Players Strategy through developing the local volunteer and paid workforce. In turn this will support achievement of FA CS targets and a qualified coach with every youth team. KPIs: Number of youth female teams. % of youth teams with an FA qualified coach.

Aim of the project The project aimed to offer girls in Norfolk aged 7-10 years old the opportunity to give football a go in a welcoming environment, hoping that their enjoyment would spark further interest in the game. As the strap line says, it was a chance to primarily make new friends, through football activity. Three different activities were staged: 1. ‘Football with a twist’ – obstacle courses with a ball 2. ‘Skills Session’ – exploring the fundamental movements and trying something new 3. ‘Indoor session’ – bracelet making, designing kits, footballs and allowing time for the girls to talk to one another and relax. Mini 4v4 games were then staged to bring the event to a close.

Tactics used The Girls’ United event formed part of Norfolk FA’s activities for The Sir Bobby Robson National Football Day, ensuring female representation amongst the various activities on the day and tying into the target of increasing female participation, in line with the County FA’s Development Plan. It was felt that girls at this age may already be engaged in and enjoy creative activities, which, if combined with some football activities, may help them to participate in a sport that they had not previously considered trying.

mass promotions within primary schools near to the venue. In addition, press releases were posted on the Norfolk County FA website and social media activity was scheduled on Twitter. When reviewing the event, parents commented on the fact that it was the first time that they had been able to take their daughter to an all girls football event. The use of all female coaches was well received by parents, spectators and the players. The indoor activities were also met with great enthusiasm, allowing participants time to relax and be creative, whilst socialising and getting to know one another.

Key partners involved Norfolk FA’s Football Development Centre (the FDC) was used as the venue for the event. To promote potential exit routes following the day, The FA Tesco Skills Team for Norfolk was promoted via leaflets in the goodie bags distributed to all of the girls attending.

Partnership outcomes The FDC benefitted by being able to showcase and promote its facilities to new visitors, whilst the Skills Team were able to signpost girls to their nearest Skills Session - boosting female participation numbers.

We produced a new brand for the Girls’ United programme and a set of accompanying marketing tools, which included leaflets. These were used for 6

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Project results

Why is this good practice?

The key highlights are detailed below:

Girls’ United is a unique, innovative way of introducing girls to football in an all girl environment. By using hobbies and activities such as arts and crafts integrated with football, it provided the girls with another outlet and there was no pressure for them to take part in the football activities. If they didn’t enjoy the football, they could go indoors to be creative and talk with our female Norfolk County FA Ambassadors. Thirty-three girls who had never played football gave it a go and they all left with big smiles on their faces.

• 33 girls attended, exceeding the initial target of 32 • The promotion of football with a twist grabbed the attention of girls who may not have previously considered playing football • Norfolk Women’s and Girls’ League are developing a programme to follow up on the success of Girls United, offering regular provision to girls of that age.

Project costs

• Pre-event costs – £150 for artwork design and printing • Event costs – £90 for venue hire and workforce • Additional Costs – Approximately £100 for items including bracelets, bracelet beads, mini footballs etc.

To view a short video of the day, please use the link below: http://www.norfolkfa.com/news/2013/aug/girlsunited-a-huge-hit

What is there still to be achieved? Future ambitions for Girls’ United would be to have this event take place in various venues around the county.

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Girls’ Football at Crosfields Junior FC, Warrington Local County FA:



Liverpool FA

Contact name of lead officer: Andy Thomas (Volunteer coach) Email and telephone number: [email protected] 07764 664404 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review. Better Players Support the implementation of the World Class Coaches and Players Strategy through developing the local volunteer and paid workforce. In turn this will support achievement of FA CS targets and a qualified coach with every youth team. KPIs: Number of youth female teams. % of youth teams with an FA qualified coach.

Aim of the project The development of girls’ football within Crosfields Junior FC, adopting a collective and inclusive approach, leading to a sustainable and successful girls’ section. The project has exceeded simply offering girls the opportunity to play, there is also a commitment to the long-term development of female volunteer coaches and referees.

Tactics used Crosfields JFC has for many years been seriously committed to the development of girls’ football and the club values its girls’ section, which has been reflected in the way it has been represented on the club’s governing committee. In addition to offering a range of playing opportunities the club actively encourages female players when they reach the appropriate age, to get involved in refereering or coaching, which has proved to be a successful approach in maintaining the player’s interest in football. Initially the club started with just seven players at the U10’s age range and one coach. Over the last eight years that has grown to over 100 girls playing in seven teams across the ages of U8’s through to U18’s. There are a number of key factors that have underpinned the success of the girls’ section within Crosfields JFC, these include:

the right environment for the girls and the girls’ IDs are carefully checked by the league. The club has worked hard to develop good relations with the league committee and enjoys an excellent relationship with them, due to the club’s own high standards of conduct and its support of the leagues activities e.g. donating £500 to the league to assist with the purchase of 9-a-side goals when the new format was introduced. Most importantly the league provides regular matches, in a well organised environment, that the female players love to play in; the club believes this is a critical success factor. • The right touchline/training environment – using coaches with the right kind of focus and ethos when working with girls we believe is essential. Adopting a balance of coaching, having fun and being fair to the girls in terms of giving ‘playing time’, has created a positive environment for the girls to thrive. The club strongly believes that if you get the coaching philosophy right ‘word of mouth’ alone will fill up teams with new players over time; as a result of players chatting at school and parents telling one another what a good time their children are having. The ethos adopted by Crosfields JFC and the determination of the committee to roll it out across all sections of the club, has also helped to underpin the success witnessed within the girls’ section. To view more background information related to the club, please click on the link below to access their website: http://www.pitchero.com/clubs/crosfieldsjfc/

• Appropriate competitive environment – Crosfields Girls’ section plays within the Cheshire League, where the set up and organisation is excellent. It is well governed in terms of providing 10

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• An awareness of the challenges involved in engaging and retaining girls in football – the club had witnessed a higher turnover of female players compared with boys, especially within the first year or two of High School, as the girls develop other interests and are more strongly influenced by their peers. The club subsequently makes an effort every year to hand out leaflets at schools, offer taster events and even carries contact details when out and about in town to hand to parents in sports shops etc. – it is felt that no opportunity to recruit can be missed! • The club coaches had noted how compared to boys, girls tended to form stronger friendship sub groups, which could have quite a negative influence. As a result coaches actively separate these groups and deliberately mix up girls who might not otherwise choose to train together. • Two year banding – year-on-year squads are disbanded and reformed, pulling together two school years one season and another two different school years the season after. This approach has some benefits in that new challenges are presented to the players, but equally it can take time for the new set of girls to bond with each other. Team activities away from football certainly help but funding this can be challenging.

Key partners involved The club has developed partnerships with local schools to assist with recruitment, holding taster days and helping out in other footballing activities held at the schools. The local County FA support the coach education needs of the club, which is essential in providing the right playing environment for the girls. New coaches are encouraged to do more than the minimum Level 1 course, which is a mandatory requirement, they are also advised to attend the Youth Module 1 and 2 awards, which really help cement the right sort of coaching attitude and philosophy that the club strives to achieve. Crosfields JFC has provided input and case studies to some of the material that The FA now use for its online RESPECT course, which all coaches are encouraged to take.

Project results The club has gained significant recognition for its success with girls’ football. In August 2013 the club was awarded The FA’s National Charter Standard Community Club of the Year Award and our work with girls’ football was a major contributing factor in being selected for this award. The FA in 2013 awarded Crosfields JFC a £5000 Development Grant to help the club to continue growing the girls’ game at the Club.

Partnership outcomes The clubs’ partnerships with local schools extend beyond simply promoting and recruiting football players at primary school age, the club also encourages High School students to help out as young sports leaders, become referees and from the age of 16 move into coaching roles. The club has an investment policy for young people where the club pay for the refereeing and coaching courses and, just like our adult volunteers, these teenagers are mentored and encouraged to do more than the minimum requirements.

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The results are very encouraging in a relatively short period of time the young volunteers gain real experience working with our younger teams. This approach enables them to document within their CV’s some ‘real life experience’ beyond academic study. To-date this has proved to be a very valuable experience helping those involved in gaining job and university placements.

Project costs When the girls’ section was first being established the investment required equated to several hundred pounds, which was used for kit/equipment and hiring facilities for the new girls’ squads. However, as the girls’ section has established itself over time it has become cost neutral and then positive as the scale of operation has increased. The club is currently looking for local businesses to sponsor kit, which will assist with reducing on-going running costs.

What is there still to be achieved? The club has plans to expand into Open Age Women’s football to provide its players with a pathway into adult football. It fully expects to expand its number of junior teams over the forthcoming years. Recruiting female volunteers is an on-going challenge. The club has noted how the male population of parents involved in the club seem less interested in coaching or helping out with the girls’ section. The club hopes to recruit from local high schools and from some of the older players in our senior squads to overcome this short-term problem.

Why is this good practice? The club ethos defines success by the number of players involved in the club and the few players who leave. With the number of female players increasing week-by-week the club now has a very successful, nationally recognised (through the FA’s Charter Standard Community Club Award) girls’ section. Whilst the girls’ section has evolved the club has provided a pathway for some of its girls into academy football at Stoke, Everton and Liverpool and we have had some competitive success in our league and cup competitions. Most importantly though, at training and on match days, the club is providing an ever expanding framework where the girls are playing, laughing and having fun, in their words, “I just love playing football; its brilliant!”, which we consider as a ‘job well done’!

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Under 11’s 9v9 Transition Festival Local County FA: Contact name of lead officer: Email and telephone number:

Manchester FA Lee Folkard [email protected] 0161 203299

Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review Workforce Supply a registered, qualified and suitable level of match official for every affiliated 9v9 and 11-a-side game of football. KPIs: Number of youth female teams. Number of mini-soccer teams. Number of registered and active female referees.

Aim of the project

Key partners involved

To work with the North and South Manchester Girls’ Leagues; to assist with the transition of the current 2012/13 Under 10’s teams playing 7v7 to play 9v9 Youth Development Review format.

North Manchester Girls’ League – was a partner league within the programme, who were involved with the promotion of the Youth Development Review, whilst developing committee member’s understanding of the formats and developing key relationships with teams to create new players.

Tactics used

South Manchester Girls’ League – partner league within the programme, who were involved with the promotion of the Youth Development Review, whilst developing committee member’s understanding of the formats and developing key relationships with teams to create new players.

This project was initiated by hosting meetings with both leagues to discuss/outline the Youth Development Review and how the CFA could help to both sustain and grow their clubs, whilst adjusting towards the mandatory changes for the 2013/14 season. The clubs within the leagues were contacted with regards to the ‘Transitional Festivals’ and to also ascertain how they would be recruiting for the new season. The aim of hosting the festivals was to ensure that the clubs and leagues were ready to play the correct formats of football, develop players and create school to club link programmes.

Failsworth Soccer Centre – central venue for events. Manchester FA – co-ordination, promotion and administration. It was anticipated that by drawing all of the key partners listed above to work together in a collective manner, it would be possible to develop a coordinated approach to 9v9 provision for the leagues in the coming 13/14 season. Continual meetings with representatives from both leagues took place with the CFA to ensure any queries/concerns were discussed and actioned in a prompt manner.

Partnership outcomes

• Partnership working between both leagues is now ongoing, which was not evident previously • Good practice and common challenges are being discussed by the leagues • A greater number of 9v9 Festivals with teams from both leagues are now being organised for September 2013. 14

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Project results

• Organisation and co-ordination of a Girls’ 9v9 Festival in partnership with the leagues and teams • 10 Teams participated (over 100 players) • Central venue used (with correct sized pitch, ball and goals used) • Girls participated within the correct formats so that they start to understand 9v9 football • Young referees used • Standard Code of Rules were used for event • Coaches briefing ensured that all understood why the festival was taking place.

Why is this good practice?

• Communication between the two leagues is now ongoing • 9v9 format will be used in both leagues as requested within the Youth Development Review • Club links established between schools and clubs who were previously struggling to recruit • A close working relationship with the League committees has resulted in the correct message being relayed to the member clubs within the leagues • In-service coaching through the County FA has resulted in further up-skilling of coaches.

Project costs £300 for venue hire and referees for the festival.

What is there still to be achieved? The 9v9 format still needs to be phased into both leagues for the U11’s age banding in the 2013/14 season. This will be achieved at the beginning of the season with another festival and with other events planned up to Easter, after which it is hoped that the 9v9 format will be fully adopted across both leagues.

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FA National Youth Futsal Festival Contact name of lead officer: Stephen Brown, Small Sided Football Consultant Email and telephone number: [email protected] 07854 211971 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Assist the growth and development of adult and youth football participation opportunities through SSF and Futsal. KPIs: Number of youth female teams.

Aim of the project

Key partners involved

The FA National Youth Futsal Festival is designed to provide an inspirational platform for young people to take-up and play Futsal on a regular-basis.

At the commencement of each season expressions of interest are sent out to County FAs to determine levels of interest in delivering a local or regional festival. Within the correspondence, key parameters related to how each of the festivals should be delivered and monitored, is included. Once the parameters have been discussed both parties can then mutually agree targets, set around age groups and team numbers; the festival will then be measured against such areas.

Tactics used The origins of The FA National Youth Futsal Festival date back to 2007, when The FA held a small junior exhibition competition as part of The FA National Futsal Cup, which took place in Sheffield. The tournament encompasses three distinct stages, including local heats, regional finals and a national final. The FA National Youth Futsal Festival is open to Under 10’s, Under 12’s, Under 14’s and Under 16’s, for both boys and girls. The FA National Youth Futsal Festival is managed nationally by The FA and delivered on a local and regional basis by the County Football Associations. The FA provide those who wish to deliver festivals a set of resources to aid them in this process.

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In terms of communication this is managed centrally by The FA with a fortnightly email circular sent to all registered festival organisers providing key information, highlighting best practice or relaying pre-determined deadlines. Within the email network established there is an open sharing policy between each of the organisers to try and encourage the sharing of good practice, but also to help overcome any common challenges that they may be facing. There are no formal agreements in place with the festival organisers. However, at a regional delivery level the organisers are expected to complete a monitoring and evaluation process related to finances and team/player participation statistics, which is collated at the end of the event.

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Partnership outcomes

What is there still to be achieved?

An event guide is distributed to each of the organisers of the local and regional festivals, which outlines how the festivals should be run and includes various templates for the Event Managers to adopt. Such an approach provides the teams participating with a consistent quality experience throughout the qualification process and a uniform set of principals such as game length, squad numbers and format of the competition.

Outcomes of the festival that we hope to achieve in the future include:

The benefits of the County FA’s delivering the festivals are twofold: • It provides them with an opportunity to widen the pathways for teams or schools to become involved in Futsal and participate in a national event • It also allows the Counties to showcase their regular Futsal programmes to a wider audience and profile the game to those that don’t already know about it. The outcomes achieved in terms of team and player participation levels, would not be possible in isolation. As a result the County FA’s are an important part of the delivery mechanism of the Youth Festival.

Project results

• Twenty four local Youth Futsal Festivals were delivered by County Football Associations • Overall the competition this year has attracted nearly 2,000 teams (including 1,121 boys and 775 girls teams) an increase of 800 teams since 2012.

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• More regular Futsal activity taking place on a local level • The festival continues to grow at a local and regional level with more teams participating and ultimately more festivals being run • The festival continues to provide teams and players with the opportunity to participate in Futsal • The standard and quality of competition continues to improve as players have more exposure to the game.

Why is this good practice? The event is unique in that it is the only National Youth Futsal Event in the country to provide opportunities for both clubs and schools to compete at the U10 to U16 age groups. The competition is guided by a clear set of parameters and delivery methods, ensuring a consistent quality experience no matter where an individual participates across the country. Due to the competition being open to both clubs and schools it helps contribute towards targets within the National Game Strategy, by increasing the number of boys’ and girls’ teams playing the game.

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Club links Coaching Programme (2012/13 season) Local County FA:

Manchester FA

Contact name of lead officer: Lee Folkard, Football Development Officer Email and telephone number: [email protected] 0161 203 2990 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review. KPIs: Number of youth female teams. Number of mini-soccer teams.

Aim of the project To work with local Community and Development Charter Standard Clubs to develop new mini soccer girls’ provision, or to retain girls’ provision within the club for the 2013/14 season. This will be achieved by working with local schools and delivering sessions, which will link into the CS clubs referenced.

Tactics used By undertaking a review of the Growth and Retention Yearly Club Matrix the CFA highlighted a number of Charter Standard Development and Community Clubs that were struggling to develop or retain female players within their clubs. The CFA highlighted Swinton, Boothstown, Avro JFC, Abraham Moss Warriors, Failsworth Villa, Chadderton Juniors, Fletcher Moss and a new club called Levenshulme Girls FC, who were looking to establish a new section. The CFA contacted all of the clubs listed to discuss and outline the support that could be provided to assist with developing girls’ sections. The CFA offered to go into local schools to coach for a maximum of eight weeks, providing girls-only sessions, which the club would then be encouraged to continue. The sessions mirrored the coaching programme used by The FA Tesco Skills coaches in primary schools. Schools were selected by the clubs within the local area of the club base, each school identified a whole class; all girls participated, with up to thirty children involved in each session.

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Meetings were arranged with clubs and schools to discuss the programme and the eventual outcome to ensure all parties were clear about what to expect.

Key partners involved All of the CS clubs involved have now started providing training sessions for girls’ football with half also having a girls’ team for the 2013/14 season. The other CS clubs will progress throughout the season to maintain the girls that they attracted to training sessions and will aim to grow the numbers to get a team for the 2014/15 season. A club link agreement is in place between the school and CS club to clearly outline expectations for both parties involved.

Project results

• New girls’ provision (teams and training) or sustained provision within the CS clubs highlighted, which then equates to additional Manchester FA affiliated member teams • A number of new girls’ school football teams have been developed.

Project costs External funding attracted from The FA equating to £300 per team; was utilised by the clubs for equipment or coach development.

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What is there still to be achieved? It is the aim of the project that all of the CS clubs involved will have developed one new Girls’ Team by the 2014/15 season and that they will be playing in the North Manchester or South Manchester Girls’ League.

Why is this good practice? The success of this club link project is as a result of a number of key factors including: • The FDO linking with the clubs and coaching within schools, initially to help develop the new provision • 12 schools visited with over 200 girls playing football that had never done so before and only two out of this number played for local clubs either within girls’ or mixed football. As a result it is evident that this approach has managed to engage a significant number of new players to the game • Clubs were identified through initial research into the number of teams that they have in any focus areas, those that were FA Charter Standard, or had the coaching infrastructure to develop the coach and player, were considered a priority.

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Growth of U10 Girls’ Teams in Bedfordshire Local County FA:

Bedfordshire FA

Contact name of lead officer: Stephen Maker, FA Tesco Skills Programme Team Leader (Bedfordshire & Hertfordshire) Email and telephone number: [email protected] 07943 862302 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review. Better Players Support the implementation of the World Class Coache’s and Player’s Strategy through developing the local volunteer and paid workforce. In turn this will support achievement of FA CS targets and a qualified coach with every youth team. KPIs: Number of youth female teams. % of youth teams with an FA qualified coach.

Aim of the project To assist with the growth of girls’ teams across the county for the U10 Beds and Herts Women’s and Girls’ league in 2013/14 season, resulting in ten new teams affiliated within this league.

Tactics used Bedfordshire FA identified a decline in girls’ participation within the county and how this was impacting on girls’ teams registering and playing in leagues within Bedfordshire. Julia Ladbrooke (FDO Bedfordshire FA) identified some local clubs that had expressed an interest in setting up a girls’ team for the U10 age group. We discussed levels of support available to each club. Some clubs had school club link systems already in place, in which case Bedfordshire FA would continue to support these where required. However a number required additional support including: • Two clubs identified were to be supported by the FDO and her team, with regards to coaching assistance and the organisation of school club links • Whilst a further four clubs were supported by The FA Tesco Skills team. The FA Tesco Skills coaches supported each of these clubs in different ways, as detailed below: Club 1: Girls-only Skills Centre link– this club linked into the girls-only skills centre in their area, from which we assisted in recruiting players into the skills centre at Christmas, coached the girls on a weekly basis until Easter and then started to integrate the club into the

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coaching sessions over the summer term to hand over the squad to two identified club coaches (from the parents of the girls’ attending). FA Tesco Skills Coaches have also offered support to this club when the girls’ squad start training this season to follow up the coaching with the new coaches. Club 2: School club link – this club had an existing partnership with a local school, so an FA Tesco Skills coach delivered a four week after-school club to girls in years 3 and 4 at school (12 attended) and then transferred this to a Saturday morning training session for two weeks. In week three of the after-school coaching session the club identified a coach for the team and this coach started attending and assisting the coaching sessions with the FA Tesco Skills Coach, to integrate and hand over the squad from the FA Tesco Skills Coach to the club. As referenced in the first example; The FA Tesco Skills Coach offered to provide follow-up visits with the girls’ team and coach once they return to training in the new season. Club 3: Festival day – this club has good links with a number of schools within the local community and decided to put posters in each school advertising an ‘U10 Girls Festival’ at the club on one Saturday morning. FA Tesco Skills Coaches supported the coaching session on the Saturday morning by coaching the girls, whilst the club representative explained to the parents what the club planned to do to support and develop the girls’ team. Following this event some girls were then invited back to train at the club. Club 4: The club – Bedfordshire FA and FA Tesco Skills coaches advertised an U10 girls’ event to take place one Saturday morning at the club’s venue. Interested children were asked to contact a member of the 27

club to register for the morning sessions and The FA Tesco Skills Coach delivered the coaching session that morning. The club representative spoke to parents attending on the day to request a volunteer to run/ coach the team and explain how the club would support the girls. The club followed up on this event by delivering the next two coaching sessions with the girls to assist the parent taking on the team. Some of these squads also participated in The FA Girls’ Football Festival, at Creasey Park, Dunstable in April 2013.

Key partners involved Joint objectives were agreed between the County FA, The FA Tesco Skills Team and local clubs/ leagues to support the growth of girls’ football within Bedfordshire. Lines of communication were maintained through initial meetings, via phone and e-mails to maintain updates and progress of each project between each party. Bedfordshire FA – provided local knowledge of leagues and girls’ football within the county, enabling them to initially identify the decline in participation and suggested a joint venture between the CFA, FA Tesco Skills Team and local teams. The CFA had good contacts with local schools to be able to assist with developing club links, whilst also providing financial assistance where necessary for venue hire - assisting club coaches in gaining 1st 4Sport Level 1 coaching certificates and meeting team costs.

working with the players and using existing delivery avenues to support and publicise any club events. Local clubs – had good structures in place and were able to support the girls and newly recruited coaches, to enable them to play under the club umbrella. Most clubs also had good links in the local community to publicise any player recruitment needs.

What is there still to be achieved? The FA Tesco Skills Coaches will continue to support the coaches and teams involved in the league throughout the season, with 2-3 support events planned during 2013-14. To achieve greater levels of sustainability we are also looking at ways of supporting the clubs involved, to develop the necessary skills/experience required, to continue to recruit players and coaches.

Partnership outcomes

• The creation of ten new girls’ teams, which are now affiliated to the local league • The high standard of coaching ensured the continued attendance of the girls involved • To ensure the quality of delivery was maintained, The FA Tesco Skills Coaches have provided followup support to local club coaches • More girls playing football in a safe and wellorganised environment, with the opportunity to play the game of football on regular occasions.

Project results

• Growth in participation • More qualified coaches within the programme (including two female coaches).

Why is this good practice? In addition to the retention issues faced by the girls’ league, they also had no intake of new recruits at the younger age bands. By hosting school club links aimed at years 3 and 4 and welcoming any girls between the ages 5-11 years old, this project has not only been able to create a new intake of girls’ squads for the under 10 division, but has also supplied existing teams with an increase in participants. Due to the success of the U10 project referenced, this model will be mirrored again next season with the view to recruiting from U9 and below.

The FA Tesco Skills Team – had good local knowledge of schools and clubs and were able to provide expert coaching sessions, whilst also assisting coaches 28

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MediaCity Girls’ and Women’s Euro 2013 Event Local County

FA: Manchester FA

Contact name of lead officer:

Lee Folkard, Football Development Officer

Email and telephone number: [email protected] 0161 203 2990 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Running the Game Develop fully integrated marketing campaigns from The FA at a national level and provide County FA’s with resources to help drive the marketing objectives of the NGS and its strategy. KPIs: Number of youth female teams. Increase the public’s perception that County FA’s are successfully developing grassroots football from 67%-75%.

Aim of the project

Key partners involved

To promote the England team’s participation in the Women’s 2013 Euro Finals (and also show the game live on the big screen at MediaCity).

MediaCity – provision of the venue for the event. BBC Sport – allocation of site at MediaCity, plus advertising and promotion. Manchester FA – co-ordination, promotion and administration, engagement of volunteers and coaches, management of the tournaments. The FA – overall management of the national project. Bury and Salford Colleges – identification of volunteers.

Local schools and clubs were invited to the event, where they could take part in a range of activities on-site during the day and also be provided with the opportunity to meet players and learn more about the Women and Girls’ game for any age group - from mini-soccer to adults.

Tactics used To initiate the planning of the project meetings with MediaCity, BBC Sport, Sportcel and The FA took place to discuss the format of the day and the planning required. Contact was made with local schools who were encouraged to sign up and attend certain times during the day between 12-4pm. The same approach was used with the local clubs and the North and South Manchester Girls’ leagues. To provide additional support on the day the CFA engaged local college volunteers (Bury College and Salford College) to run events and register children attending.

Communication was maintained on a continual basis between the CFA, The FA, MediaCity and BBC Sport.

Partnership outcomes Delivery provided at the event was to a high standard, which was reinforced by positive feedback from the schools, teams, leagues and participants. Partners were equally pleased with how the event was run, with The FA and BBC Sport both indicating how they would like to link into future events with Manchester FA. A database of over 500 participants who attended the day, that either play football in Manchester or who are looking to be more involved, was generated. The contact list will now be used to promote future events and provide direct-mail updates in relation to future girls’ and women’s initiatives.

The format of the day included: • • • •

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Promotion of the game Skills sessions A Small-Sided tournament Meeting players.

•

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Project results

• Manchester FA, as a result of the event has increased its links with local clubs, leagues and schools, with more contacts developed than ever before • Over 500 girls participated on the day and their details were taken (so that they can be contacted at a later date) and a number of participants took information away detailing how they can get involved in the game within their local area/clubs. As a result of hosting the event Manchester FA has improved its links with the BBC, MediaCity and especially BBC Sport, whom they aim to work with on similar events in the future.

Why is this good practice? Through the hosting of the MediaCity Girls’ and Women’s Euro 2013 Event, the following outcomes were achieved: • Raised awareness of the women and girls’ game • Growth and retention within local clubs and leagues • Improved partnership working with The FA, MediaCity and the BBC • This was part of an FA National Project that includes an annual roadshow of events across the country to promote the girls’ and women’s game with the ultimate aim to raise participation and the profile of the game.

Project costs £30 for the lead coaches, which was paid for by The FA.

What is there still to be achieved? Due to the success of this event Manchester FA (MFA) would like to host more events with the BBC and MediaCity. The MFA plan to make contact with the schools and clubs to follow up on interest shown by participants to encourage the potential growth of new and existing teams.

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Football Mash Up in Kendal Local County FA:

Westmorland FA

Contact name of lead officer:  Matt Craddock, FA Vauxhall Youth Football Officer (North West) Email and telephone number: [email protected] 07534 062451 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Retain and grow the number of women’s teams. Develop a network of Vauxhall Mash Up Centres within the county. Workforce Use the Football Futures programme to create the next generation of coaches, referees and administrators, recognising and rewarding their achievements. KPIs: Number of youth and adult 11-a-side female teams.

Aim of the project The FA Vauxhall Football Mash Up Programme (VFMU) is an initiative that aims to deliver a range of targeted football development interventions. The essence of the programme is to offer young teenagers (male and female including disabled participants) who have either dropped out of football, or who are on the verge of doing so, the opportunity to play in a more social and recreational football setting with the core emphasis on having fun. By linking into the VFMU programme the aim of the project developed in Kendal was to establish sustainable, flexible, football provision for teenage female participants and link those interested into local Charter Standard Clubs.

Tactics used In partnership with Westmorland FA a venue was sourced in the proximity of a local school (Kendal Kirbie High School) and the CS Ibis Football Club. Girls’ football was a priority in this area due to a significant drop out of female participants aged 14-16 noted locally. Westmorland FA engaged with a local teacher, Will Purcell (based at Dallam High School) who was also a volunteer at a Girls’ football club locally. The coach ‘bought-in’ to the philosophy of the programme and encouraged girls, many of whom had dropped out of football, to attend the sessions.

ways to deliver sessions and allowing the coach to practice such methods. The sessions ran for 10 weeks, attracting over fourteen girls on a regular basis. The coach, linking into this programme, will be continuing the sessions in the next academic year and many of the players have signed on to play together as a team within the Ibis Charter Standard Club.

Key partners involved Westmorland FA – recognised a club in need of support, a coach enthused to develop young people and used the programme to provide opportunities in an identified area of need. The Ibis Charter Standard Club – had recently lost a number of female players aged 14-16 and were struggling to get a team together for the following season. The coach fully engaged with The FA VYFO and the philosophy of the programme by actively encouraging players to attend and was open to developing his own skills with the support of the FA VYFO. Dallam High School (A school in the locality) – the teacher/coach was based at this school and was looking for support with the delivery of Futsal and extra-curricular provision for his pupils. By engaging with the Vauxhall Mash Up scheme the PE Department not only received delivery support but are also now engaged with the programme for the following year to offer follow-up provision.

The sessions were indoors, using Futsal as a preferred format. The FA Vauxhall Youth Football Officer (FA VYFO) worked alongside the coach throughout all sessions, demonstrating the philosophy, illustrating 34

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Partnership outcomes

• As a result of The FA VFYO working with the coach and other partners throughout the ten-week sessions it was possible to ensure high quality delivery by embedding the Vauxhall Mash Up philosophy. The girls who attended the sessions were from several schools in the locality (including Kirbie Kendal, Queen Katherine and Dallam High School). Engaging with a number of schools has enabled us to not only engage with a wider range of young people, but also PE Departments, so that the programme can be embedded for the coming year • Bringing the schools, clubs and local County FA together has strengthened the network in the area. The schools and clubs are now onboard with the programme for next year, have engaged with the County FA and are looking for ways to continue developing provision for this target audience.

Project results Establishing a network has not only ‘spread the word/philosophy’ to local teachers and coaches, but has also encouraged other agencies to engage with The FA Vauxhall Youth Programme to achieve similar outcomes.

passion not only attracted young players to the sessions but once there, he catered for their individual needs, created a team ethic and a fantastic learning environment.

Project costs Initially the project had to meet venue hire fees, but since the project has been established and due to the positive outcomes achieved, the school are now happy to provide the facilities required free of charge.

Why is this good practice? The delivery approach was altered for this project because it was a ‘female only’ Mash Up club. Using research conducted by The FA, we were aware that the needs of female players were different from their male peers. As a result it was felt that using Futsal would mean that players would have more control over the ball

and feel more comfortable playing. Sessions were split up allowing the players time to play, but also time for social interaction, including time on Facebook, Twitter and texting etc. Finally we used music to change the ‘feel’ of the session, encourage a relaxed environment and allow the players to ‘DJ’ so they had control over THEIR session.

What is there still to be achieved? The continued development of the coaches at the CS club will ensure that the experience the girls receive away from Football Mash Up is equally positive. An Induction workshop to further enhance the skill set of the coach and future coaches soon to be recruited will be hosted in September. The course will enhance the coaches skill set in terms of working in a recreational setting specifically with women and girls.

This project, and the people involved, has provided an opportunity and an environment for girls not currently participating in football or those at risk of dropping out of the game, to enjoy themselves, create or strengthen friendship groups and develop their skills. The key person influencing the success of the project was the coach, Will Purcell, whose enthusiasm and 36

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Girl Guiding Project Local County FA:

Birmingham FA

Contact name of lead officer: Shelley Gudgeon, National Game Strategy Team Manager Email and telephone number: [email protected] 0121 357 4278 (option 2) Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Assist the growth and development of adult and youth football participation opportunities through SSF and Futsal. Workforce Create opportunities for young people to volunteer in CSLs, CSCs, schools, colleges and universities across the six Football Futures themes, supporting them to gain qualifications, recognising and rewarding their contribution and providing a progressive pathway to support their personal development. KPIs: Number of youth female teams. % of youth teams with an FA qualified coach.

Aim of the project To increase the number of youth females playing the game and increase the number of affiliated youth female teams in Birmingham County FA.

fun-day planned at Sandwell Valley. Seventy girl guides have expressed an interest and will also be encouraged to bring their mums along too, to take part in coaching, a crossbar challenge and other football games.

Tactics used

The final event planned will take place in October where all teams from Birmingham and Walsall will come together to affiliate as teams in a tournament that will hopefully become an annual event.

Following initial planning meetings with the District Commissioner of Girl Guiding in Birmingham, Maggie Jones, it was decided that two events in partnership with four girl guide units in Birmingham would be hosted during the 2012-13 season. The first event ran in February at the @Futsal Centre, where girls from the four girl guide units were invited to attend a free coaching/fun game session. Thirty-six girls attended the session accompanied by an FA Player appearance from Izzy Christianson. Coaches from Birmingham County FA and Urban Kickz Ltd took sessions and worked on basic ball skills and played fun games to finish. The feedback received was really positive. After the success of the Birmingham event, the Walsall Wood North leader contacted the CFA to see if similar support could be provided in their local area. A Sportivate bid was developed and approved with the Black Country Consortium to deliver eight weeks of coaching, using coaches from Urban Kickz Ltd for the project. During the eight weeks, 42 girls were engaged. All parents expressed an interest in continuing the sessions, as a result, from 8th July 2013, sessions have continued at the facility, with plans to create a Walsall District Girls League for Girl Guiding. Initial interest in the league has equated to approximately twenty-five teams. During July a second taster session will be hosted with a family

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Key partners involved Birmingham County FA – acted as the project lead for all of the Girl Guiding projects, by providing support staff, resources, completed funding applications, arranged meetings and undertook event management. Girl Guiding Birmingham – the four units supported the Birmingham project (Perry Barr, Veasy, Kingstanding and Kings Norton), including participants and young leaders. Urban Kickz Ltd – an external coaching company, provided one lead female coach (Level 2) and assistant female coach (Level 1), who delivered eight weeks coaching as part of the Sportivate bid and also delivered on the Birmingham CFA events. Sandwell Leisure Trust – provided use of the Sandwell Valley facility (6 pitches). @Futsal Centre, Birmingham – provided use of their facility (6 pitches). Oak Park Leisure Centre – provided use of their facility (1 pitch). 39

Regular communication with all partners was maintained via emails, telephone and regular meetings. A Girl Guiding working group was established, which met once a quarter with representatives from Birmingham CFA, all four units and other senior staff at Girl Guiding Birmingham. Apart from the Sportivate contract, there was no formal SLA in place. However, a development plan was drawn up to outline roles and responsibilities for each party and also project outcomes. The development plan was used to check and challenge progress throughout the lifespan of the project to ensure that objectives were met.

Project costs

Partnership outcomes

What is there still to be achieved?

Thirty-six girls were engaged at the Birmingham taster session, seventy girls were engaged at the July festival, forty-two girls were engaged at the Walsall Coaching sessions and twenty-five teams (minimum estimate) are expected to register to the Walsall Girl Guide League.

Project results

• More promotion of (and supporters at) local FA WSL games • Improved promotion of female football in Birmingham County • Female leaders identified from the Guide Units, who have then been signposted to The FA Football Futures Programme • One female guide leader has been put through The FA Level 1 Coaching Course • Improved recruitment to support local Charter Standard girls’ clubs. 40

£2,100 budgeted for the season from County FA plans and £900 awarded from Sportivate. Facilities: £1200 across 3 festivals (£333 per festival) and 8 weeks of coaching (8 weeks at £25ph= £200) Equipment: £400 for balls, bibs, cones etc. Coaching costs: £30ph (£20ph lead coach, £10ph assistant coach) x 8 weeks x 1hr= £240 and 2 festivals at £25ph x 4 hours (2 coaches) = £400 Affiliation: Competition at £30 fee Marketing: £300 in posters/flyers £460 remaining in budget.

• Delivery of the Girl Guide League in October 2013 at the Futsal Centre (Birmingham) • Extend the network of guide units involved in the programme from Birmingham (South), The Black Country and Coventry, Solihull and Warwickshire (CSW) • FA Vauxhall Mash Up sessions are planned in partnership with Boldmere Falcons Girls FC (with a Girl Guide focus).

Why is this good practice? This project has had a significant impact in areas of low female youth participation and created effective links with an existing organisation that are now looking to run football alongside their existing programmes. It is hoped that this partnership approach will lead to annual increases in youth female teams affiliating to Birmingham CFA and also support local Charter Standard clubs to recruit at youth level. 41

Girls’ United Football Festivals Local County FA:

Durham County FA

Contact name of lead officer: Alysha Cook, Football Development Officer Email and telephone number: [email protected] 0191 3872928 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. KPIs: Number of youth female teams.

Aim of the project The CFA runs numerous Girls’ Football Festivals across the county in partnership with School Sport Partnerships and School Game Officers. However, over time it has been noted that although a lot of girls attend the festivals not so many attend the follow-up club sessions. As a result of identifying this issue the CFA’s women and girls’ FDO (W&G FDO) created ‘Girls’ United’ Festivals.

Tactics used Maximum one club player per school team (targeted growth) - in the past too many schools have put forward club players to attend school festivals. As a result the CFA states in the letters sent to schools that a maximum of one club player per team is allowed. The rationale for this approach is because club players already have the opportunity to take part in football on a weekly basis, whereas this project aims to engage new girls into the game. Ensure that festivals are run on selected club sites – this helps familiarise the girls with the club and makes them feel comfortable with the environment. For each festival we have one exit route club, this ensures targeted club work and a clear pathway for the players. Club representative/club coach is present throughout the festival – this ensures constant familiarisation with the club and club coaches. It is vital that the same coach is involved from start to finish. Timing of the event – the CFA run the festivals late afternoon and request that parents/guardians collect

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the participants, this provides the W&G FDO and/or the club coach with the opportunity to speak to the parents and provide information on current female club provision. Parental support is also vital, so an opportunity to meet and greet parents is always key. Follow-up - Stage 1 – all girls are invited to attend a follow-up event at the club within seven days of the school festival. The follow-up event is a brand new girls’ football session (not an already established training session as players may feel intimidated coming along) and there is no cost associated with the follow-up, the initial six weeks are provided free of charge. Follow-up - Stage 2 – all of the girls who attend the festival are given a flyer promoting the club sessions. The CFA finds that giving posters/leaflets to the girls doesn’t always achieve good attendance levels at the follow-up club event but they are still provided with the information. At the festivals approximately 60-90 girls are present. However, at the club follow-up event only 3-4 girls attend. If the numbers are poor and only a few girls attend then the W&G FDO will write a personalised letter to each player inviting them to attend a girls’ football training session at the selected exit route club. Once in receipt of the invitation the next two weeks is usually preceded by a huge increase in the number of players attending. After three weeks, on average, 70% of the girls who attended the festival, now attend the club. Follow-up - Stage 3 – the W&G FDO and club coach work together on follow-up events to ensure that there is no drop-off of players. The club coach delivers the sessions while the W&G FDO closely monitors them. The W&G FDO will work with the club for

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around 4-6 weeks, gradually stepping back so that the players become settled with the club coaches and the club environment. The W&G FDO will ask for an update report for the following few weeks to ensure that all players are retained. If any players drop out, a follow up call will take place from the W&G FDO and information on other clubs in the area will be given to the players. All feedback is given to the club.

Project results

Why is this good practice?

On average 60-90% of players from the school festivals make the transition into the club using the method referenced in this case study. The aim is to get 2-3 new affiliated mini/youth soccer teams generated per festival event.

The method described in this case study has a great impact in supporting the transition of young females into clubs. The use of a personalised letter works very well, giving young girls the confidence to attend a follow-up event at the club. When speaking to the girls they have stated how they have never received a letter from anyone saying that they are ‘good’ or inviting them to attend more sessions. As a result, the CFA have found this approach very powerful.

Project costs Key partners involved The CFA agreed with the CS club involved that a minimum of one new girls’ team will be affiliated and with the high number of players that will be signposted to the CS club it is important that they have the capacity to deal with such an influx.

Running the festivals at the club sites ensures that no cost is incurred for facility hire. The only cost associated with these events is affiliation, league fees and strips for the new teams, which on average is approximately £350.

The key outcome is the development of newly affiliated teams, which also supports growth in the Durham Girls’ County League. The CFA believes that many of the girls now attending club sessions would not have attended if they had just received a poster with no follow-up strategy. One example of the success of this approach has seen one girl attend a school’s festival, join a club (following the use of a personalised letter) and then be invited to the Sunderland/Gateshead Girls’ Centre of Excellence trial.

The W&G FDO maintains regular phone/e-mail communication with the club secretary and the club coach who will be taking on the girls’ section. The W&G FDO attends the first 4-6 weeks of follow-up sessions at the club.

Partnership outcomes

• The success rate in transitioning girls into the club illustrates how this model is effective • Ensuring a high number of young girls transition from school to club. The club will achieve its outcome of affiliating a new girls’ team and this helps the CFA to achieve their growth and retention targets on the CFA scoreboard • The involvement of the CFA adds credibility to the project and the ongoing communication provided from the CFA with players is a critical success factor. 44

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Women’s Football Week (WFW) Local County FA:

Birmingham County FA

Contact name of lead officer: Cristina Torkildsen, College and Community Co-ordinator Email and telephone number: [email protected] 07841 751485 Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Workforce Create opportunities for young people to volunteer in CSLs, CSCs, schools, colleges and universities across the six Football Futures themes, supporting them to gain qualifications, recognising and rewarding their contribution and providing a progressive pathway to support their personal development. KPIs: Number of adult female 11-a-side and female disability teams. % of youth teams with an FA qualified coach. Number of registered and active female referees.

Aim of the project

• To raise the profile of the opportunities available for female students to participate in football whilst in their college • Encourage and incentivise more colleges to deliver fun taster football opportunities for female students at the start of the academic year • Encourage and incentivise more female students to get involved with leadership and volunteering in football through ‘Football Futures’ and the ‘Lead2Football’ initiative. The ‘Women’s Football Week’ (WFW) is a bespoke initiative delivered nationally to all FE Colleges, acting as a profile-raiser, catalyst and launch pad for encouraging females to participate in football. By allocating a nominated week, early in the academic year (first week in October), ensures that opportunities for females are not missed, and also enables the ECFA to track early-on where new activity is being started by colleges and assess support needs, post event.

Tactics used As part of the ‘Women’s Football Week’ colleges were invited to: • Organise and host activities or a festival designed to engage more females into football • Enthuse female students through participation or leadership, by making use of the Lead2Football Female Ambassador intervention • Target new participants, but also engage with existing participants to help profile all opportunities within the college.

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Colleges are encouraged to work with their local County FAs and College and Community Football Coordinators (CCFCs) who will be on hand to support events, festivals and activities. The ultimate aim of the Women’s Football Week is to act as a catalyst for growing female football participation within colleges, leading to programmes such as Just Play, TEAM 19 and County FA Festivals. To track the impact of the week and participation trends across the country the CCFC’s supporting the colleges involved, monitored the following: • The number of participants engaged during WFW • The number of participants continuing after WFW • The number of Lead2Football ambassadors involved during and after the event.

Key partners involved

• British College Sport (BCS) – BCS is a membership organisation representing the sporting interests of students and Further Education Colleges, across the whole of the UK. BCS played a vital role in the planning, delivery and review of the project with the support of College and Community Football Co-ordinators. • English Colleges Football Association (ECFA) – is the national governing body for football in Further Education and they played a key role promoting Women’s Football Week in the lead up to the event. • The FA – the governing body for English Football and an important partner to have on-board. The FA supported the project by getting FATV involved and producing a feature on the week. 47

• County FAs – the County Football Associations are the local governing bodies of association football in England and provide local support to colleges looking to deliver Women’s Football Week through resources, advice and funding opportunities to support their delivery. • Further Education colleges – colleges are at the heart of Women’s Football Week and play a pivotal role in the success of the week through internal promotion to engage female students to take part.

Project results

Why is this good practice?

Twenty seven colleges signed up to the Women’s Football Week initiative in 2012, during which:

As a result of many FE colleges seeking guidance on how to establish female provision, the Women’s Football Week has provided an ideal product/ opportunity for colleges to showcase activities effectively at a time of the year when positive action can be taken. By recognising that the start of the academic year is a crucial window to engage students, the Women’s Football Week has acted as a profileraiser, catalyst and launch pad for encouraging females to participate in football.

• 526 female students aged 16-19 were engaged • 128 female volunteers were recruited/involved • 54 Lead2Football Ambassadors were recruited/involved. To view in more detail the outcomes achieved at a number of the FE colleges involved, please use the link below: http://team19.bcsport.org/features/womensfootball-week-2012.aspx

Partnership outcomes Partnership working was crucial for the delivery of the first Further Education (FE) Women’s Football Week. A BCS/ECFA Women’s Working Group (WWG) was established to maintain effective and efficient communication with all partners, such an approach ensured clear strategic planning and the attainment of joint objectives. The working group was made up of five College and Community Football Co-ordinators who, combined, had a range of experience both geographically and with regards to the game itself; providing the insight required to manage the project effectively.

What is there still to be achieved? The Women’s Football Week hosted in 2012 was the first of its kind. It was a successful week that encouraged FE colleges to have a clear focus around female participation and female volunteering. The event planned for 2013 is going to be improved and extended due to the groundwork and lessons learnt by the CCFC’s and County FA staff during 2012. WFW resources are now available on the ECFA website, which will support colleges in the planning, delivery and review of the week (please note the link below): http://ecfa.org.uk/media/11417/women_s_ football_week_2013_guidance_notes_-_final.pdf In December 2013, three National College Awards are to be announced for Participation, Creativity and Sustainability, which may provide an added incentive for FE colleges to get involved in and run an activity during Women’s Football Week.

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TEAM 19 Olympics – Women’s Football Week Closing Event Local County FA:

Birmingham County FA

Contact name of lead officer: Cristina Torkildsen, College and Community Co-ordinator Email and telephone number: [email protected] 07841 751485 Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Workforce Create opportunities for young people to volunteer in CSLs, CSCs, schools, colleges and universities across the six Football Futures themes, supporting them to gain qualifications, recognising and rewarding their contribution and providing a progressive pathway to support their personal development. KPIs: Number of adult female 11-a-side and female disability teams. % of youth teams with an FA qualified coach.

Aim of the project A TEAM 19 Olympics event was hosted by Birmingham County FA and Birmingham Metropolitan College at Sutton Town Football Club, as part of the Women’s Football Week. The event brought together five colleges with the aim of illustrating to each college the range of different activities that can be used to engage females. As a result of the TEAM 19 Olympic event the following outcomes were achieved: • Each college delivered a regular Just Play session for females across the academic year • In some cases a TEAM 19 league was also initiated and a second women’s festival was held once again at the end of the academic year to celebrate the success of the project.

Tactics used In October 2012 forty girls attended a TEAM 19 Olympics event hosted by Birmingham Metropolitan College and Birmingham County FA at Sutton Town Football Club. As part of the inaugural Women’s Football Week, the students aged 16-19 gathered from colleges across the region and were joined by Birmingham City Ladies’ WSL players, including captain Laura Basset, England’s Rachel Unitt, and London 2012 Olympian Karen Carney. To showcase the great work the colleges had delivered, Birmingham County FA in partnership with Birmingham Metropolitan College delivered a ‘fun and enjoyable’ end-of-week TEAM 19 Olympics to bring the region together in one central venue, to celebrate women’s football. Students were involved in several

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events throughout the day including a ‘skills school’, TEAM 19 Olympics, ‘Q & A’ with the WSL players and a TEAM 19 Festival at the end of the day. Feedback questionnaires were completed by students and staff to provide an insight into perceptions of the day and what improvements, if any, needed to be made. Feedback suggested that students wanted to be able to access more county events where they have the opportunity to meet new people, play against other colleges and engage in new activities.

Key partners involved The Team 19 Olympics event showcased all the great work that was delivered across the region during the Women’s Football Week. The FA played a key part on the day by sending FATV to produce a feature on the event. This gave students, staff and Birmingham Ladies FC players the opportunity to voice their thoughts on Women’s Football Week and the Team 19 Olympics, to end a focus week on women’s football within FE. To view a copy of the video, please see the link below http://www.thefa.com/News/2012/oct/womensfootball-week-team-19.aspx# The ECFA/BCS and Birmingham County FA provided ‘hands-on’ support, whilst the CCFCs were involved with the ground work required, which included promoting the event and encouraging colleges to get involved, to motivate and engage females to attend regardless of ability or experience.

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Project results

What is there still to be achieved?

Women’s Football Week (WFW) was a launch pad to encourage more females aged 16-19 into the game.

The continuation of Women’s Football Week (WFW) and the Birmingham County FA TEAM 19 festival, with the aim of targeting more colleges from the region to get involved and celebrate Women’s Football Week.

As a result of the TEAM 19 Olympics event hosted during WFW, five colleges took part with 40 females that were not engaged in football coming along to take part in the day, with the support of Birmingham Metropolitan College Football Futures and Lead2Football Ambassadors volunteering on the day. Birmingham Ladies FC players acted as role models and got involved in all of the activities throughout the event. The TEAM 19 Olympics event identified three players who have been provided with the opportunity to play for Birmingham Metropolitan Ladies Football Academy and who ended up becoming regular players in the Academy. The remainder of the students returned to their colleges and took part in weekly Just Play sessions and were invited at the end of the year for a TEAM 19 regional festival delivered at Birmingham Metropolitan College. Staff and Football Futures students were able to share good practice related to what activities can be delivered to engage ‘new’ female players, ways to promote activities to students and what encourages females to take part and stay involved. Lead2Football Ambassadors also played a key role during the event and were given the tools/skills to return to their college and deliver fun, engaging and enjoyable activities.

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Why is this good practice? The TEAM 19 Olympics event during Women’s Football Week was used as a platform to engage more females into the game and give new participants a unique experience that they would remember and inspire them. The event was a day of celebrating women’s football and an opportunity to bring the county together to take part in a fun and enjoyable day, where students got the chance to take part in several activities, as well as meeting female football role models within the game. The project helped deliver CCFC and County FA KPIs within the National Game Strategy and brought several partnerships together to work in a cohesive and effective way, to deliver a sustainable project that would leave a lasting legacy.

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Mars Just Play Women’s 5-a-side Tournament Local County FA:

Gloucestershire FA

Contact name of lead officer(s): Gary Mclean, UNIversal Sport Co-ordinator &
Head of Men’s Football and Alex Cheal, Onside Development Officer Email and telephone number: [email protected] / [email protected] 07531 301266 07892 891403 Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Assist the growth and development of adult and youth football participation opportunities through SSF and Futsal. Link activities delivered through the Just Play Fund to affiliated football. KPIs: Number of adult female 11-a-side and female disability teams. Number of adult Small-Sided teams.

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Aim of the project

Publicity

The aim of the project was to host a Women’s and Girls’ Football tournament at the University of Gloucestershire in association with Forest Green Rovers Ladies FC (FGRLFC), and was delivered using the Mars Just Play programme to capture participants in summer activity.

An advertisement was created for a University of Gloucestershire Sport and FGRLFC Mars Just Play 5-a-side Football Tournament. Once produced it was circulated to Gloucestershire FA to be posted on their website. The advert was also sent to league secretaries in the South West area for U12’s, U14’s, U16’s and adult teams, to enter into what had initially been proposed as a large scale tournament; including four mini leagues of six teams in each category, totalling 24 teams.

It was anticipated that the tournament would promote exit routes into female specific football structures and competitions. Such exit routes would include the University’s Women’s UNIversal Futsal League and it would also provide more of an insight into Women’s Football at the University of Gloucestershire, acting as a recruitment opportunity for the University for prospective female players.

Tactics used The project was initiated because it had been identified that there were a lack of tournaments held locally for female players. In particular, it was highlighted that often the players would have to travel to Swindon or Bristol to participate in organised tournaments. Identified as a potential fund raising project for both the club and university, it was agreed at a committee meeting that Gary Mclean, acting on behalf of the university, would lead on the project.

The tournament was also promoted to all female students at the university who would like to put a side together to enter into the adult section of the tournament. Unfortunately, due to the time of the year the tournament was delivered, the only interest gathered was from those who were already engaged in football activity.

Event Details Venue: University of Gloucestershire, Park Campus, The Park, Cheltenham GL50 2RH Date: Saturday 1st June 2013, 10am-4pm

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Exit Route for Players

Format

The tournament was designed to achieve the following:

The tournament incorporated a 5-a-side format because it was felt that it was a more simplistic way of describing Futsal and would provide an easy transition to Futsal activity, via the University of Gloucestershire UNIversal Summer League programme, promoted as an exit route from the tournament.

• Develop a stronger partnership between the University of Gloucestershire and Forest Green Rovers Ladies Football Club. There is currently a player pathway in place that allows players from the competitive BUCS Club to connect with the FGR LFC for training opportunities. Many FGRLFC players and coaches are also current university students or alumni • Act as a recruitment opportunity for new female football players utilising the Mars Just Play programme and branding by opening the tournament up to informal social groups from the university • Use the tournament to promote exit routes into female playing opportunities including: • University of Gloucestershire weekly Mars Just Play Sessions • University of Gloucestershire UNIversal Futsal community summer leagues, being delivered from June to September seeking to recruit teams/players • University of Gloucestershire Women’s Football Club attracting potential students to the university and identifying the playing opportunities that exist • Formalise club links with FGRLFC to help sustain competitive club football in the local community.

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It was also felt that if some teams were struggling to recruit players then five players would be an easier number to recruit, and might also attract small social groups.

Key partners involved University of Gloucestershire – the project was managed by Gary Mclean and Alex Cheal (who were both based at the university). Gary and Alex worked on the recruitment and organisation of the project in terms of contacting clubs and following up any interest. Forest Green Ladies FC – club players offered support on the day of the tournament with car parking duties, raffle prizes etc.

participating under the Mars Just Play programme. The branding enhanced the quality of the event with regards to presentation on arrival, and participants clearly understood who was delivering the tournament and why the event was being delivered. It enabled the university to signpost to other local Mars Just Play opportunities as well as more formal structures set up by the University of Gloucestershire. Gloucestershire Football Association – provided local publicity via its website and recruited officials for the day. Respect banners were provided and used to promote The FA Respect Programme and to create a Respect barrier at the edge of the pitch to prevent encroachment on to the playing area.

Partnership outcomes The partnership has continued to flourish with Forest Green Ladies FC and the university’s own Women’s Football Club by formally linking-up for the coming season. This will allow players to become part of Forest Green Ladies FC and for the University to identify younger players from Forest Green’s youth teams.

An effective partnership had already been in place for some time between the university and the club, with university representatives regularly attending club committee meetings to provide updates on the project’s progress. A number of the players within the club were also currently studying or had attended the university.

Once the tournament had finished the event was monitored by asking for the views of players. Clubs were also asked to email any feedback to the university related to the event and how it could be improved. The feedback received indicated that in the future, advertising the tournament a lot sooner, would help to attract more teams including a further attempt to run the youth sections as initially planned.

BUCS – was hugely supportive in supplying branding for the event with Mars Just Play packs providing a ‘community feel’ to the event with people

The University of Gloucestershire covered the cost of delivery and all money raised was donated to Forest Green Rovers Ladies Football Club.

The tournament was deemed a success in the following ways: • It enabled the university as a partner to understand the potential for this type of event to be delivered at its facility and how this can contribute towards enhancing local community engagement • The tournament identified a platform to build further opportunities to develop the park campus site into a localised Community Hub Club for football activity, as well as agreeing to deliver the event again next year but on a much larger scale • The event allowed further promotion of the women’s game and also highlighted the UNIversal Futsal opportunities being delivered in the summer period as part of a wider Small-Sided Development Plan for Gloucestershire (see link provided below). http://www.universalfutsal.com/

Project results In addition to the tournament itself being a success, it also provided an opportunity to promote the ‘UNIversal Women’s Futsal League’, which the university is looking to run this year. Teams that entered into the ‘Mars Just Play’ tournament were provided with information packs about the university’s offer for Women’s Football and Futsal. It was hoped this approach would assist with the recruiting of more teams for the Regional League as part of the wider project for Small-Sided football development (see link provided). http://www.universalfutsal.com/

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What is there still to be achieved? It is hoped that the event will run again next summer. The aim of the project would be to double the number of participants from six teams to twelve female teams, but it is felt that there is potential within the right timescales and improved marketing to expand to twenty four teams.

Why is this good practice? Project costs Income

Cost

Quantity

Total

Notes

Tournament Team Entry

£35.00

7

£245.00

Programme & Car Park

£3.00

100

£300.00

Projected 100 cars (hand-out and all day parking)

Mars Just Play Branding

nil

nil

nil

Mars Just Play pack provided and supported by BUCS

Raffle Tickets

£1.00

100

£100.00

100 sales at £1 per Strip

Total

£645.00

2

£80.00

2 Officials provided by GFA

nil

Provided by University of Gloucestershire Approximately £100 prizes were donated/sponsored

Expenditure Officials

£40.00

Printing and Publication

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Raffle prizes

£50

£150.00

Trophy

£50

£50 Total

£180.00

Variance

£465.00

Surplus made on Event

• Positive partnership working between Forest Green Ladies FC and the University of Gloucestershire by working towards a collective goal • Increasing the offer and opportunities available to female players by providing more competitions, exit routes through Small-Sided development and opportunities within a higher education environment • The project identified a need within the local area and responded by creating a sustainable event that can be run annually for more teams to take part in. The tournament is also inter-linked to other projects planned, therefore, contributing towards the overall development of the female game in the county • The project contributes towards The FA National Game Strategy priorities by aiming to retain female 11 a-side teams through improved access and by providing more football provision during the off season • Formation of a greater number of Small-Sided/ mini soccer teams, as a result of the ‘UNIversal Futsal League’ offer that will be available to the participants once the league is established. 59

FA Women Referee Ambassadors Contact name of lead officer: Lucy May, FA Women Referee Ambassador Email and telephone number: [email protected] Links to the National Game Strategy Workforce Supply a registered, qualified and suitable level of match official for every affiliated 9v9 and 11-a-side game of football. Implement appropriate education programmes and resources to meet the needs of all stakeholders. Promote a safe environment, which will attract a diverse workforce representative of the local football community. KPIs: Number of registered and active female referees.

Aim of the project: The aim of the projects undertaken by the Referee Ambassadors was to raise the profile of women referees as a minority group, act as role models, provide wider support to existing referees and help the recruitment and development of new and existing referees through training events and materials.

Tactics used: Buddy System – senior female referees were identified within each region that would be able to support existing and newly qualified female referees (not necessarily just those at a high level but those with experience within the game). Whilst the project did not aim to create a divide between male and female referees, it has been important that the female referees feel that they have another female to turn to who may have gone through similar problems or issues; male colleagues may not know how to deal with these. It creates an almost hierarchical effect. Females within a selected region are given a ‘buddy’ who they can contact and work alongside. Any issues that the ‘buddy’ cannot deal with can either be signposted to the Female Referee Ambassadors or passed to the Referee Development Officer of that county. Female Development Events – a host of regional and national events designed for female referees are hosted each season (often one national event and two events in each of the eight regions). The idea behind the events is to encourage networking, whilst also looking at specific issues female referees perceive as a barrier, such as fitness. The referees attending have a chance to share experiences and mix with

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referees of all levels, which can often be the boost that many of our new and younger referees need. Pink Whistle – this is a Facebook group (just for female referees) and a Twitter page (@Pink_Whistle - for everyone), which is run by the Ambassadors. The concept is designed to raise the profile of female referees, share success and offer support. End-users gain access to a sense of community and they can connect and interact with other females outside their area creating a solid support network. It is a chance for female referees of all levels to discuss issues and share experiences. Help and support can be provided anonymously (if required). By keeping the referees up-to-date on success stories such as promotions and international appointments, motivation remains strong. The female referees appear to love it and between 20-30 messages are posted online per day. Mini Whistler Sessions – this season we have worked alongside Polly Fildes, Women’s Football National Project Officer by attending the Fan Zones and Girls’ Football Festivals. During the festivals we hold 15-20 minute taster sessions with young girls to provide them with the opportunity to try refereeing. These fun and interactive sessions have been hugely successful with 164 females signing up for courses as a result of the taster sessions so far this year. This is a fantastic result as we currently have just over 1,400 active women referees. Engaging through these fun sessions is clearly working!

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Highlights Magazine – a magazine published twice a year, which is sent to all female referees. It includes interviews with top female referees from around the world, reports on achievements of some of our own female referees at home, as well as providing practical and theoretical advice for different match situations.

Key partners involved Key partnerships are with Referee Development Officers and Managers within County FA’s who work and liaise with the Ambassadors. Support, guidance and key objectives are provided by The FA Referees Department who monitor the work referenced in this case study.

What is there still to be achieved? The FA have set a target of 2,000 active female referees by 2015. The projects executed by the Ambassadors since their appointment in 2010 will be sustained until this target has been met.

Why is this good practice? This is believed to be good practice because it uses existing top female referees to motivate and inspire women to take their refereeing course. By providing female role models creates a much more realistic picture for new and existing female referees. The positive use of social media to share success and provide support makes it easy for female referees to contact The FA and as a result achieve more.

Partnership outcomes Ian Blanchard (FA National Game Referee Manager) monitors the delivery of the projects undertaken by the Ambassadors. Feedback is requested at all events from participants. As a result of the partnership between County FA’s and The FA and the work of the Ambassadors it is possible to note that the target to achieve the KPI’s set for women referees is on course.

Project results The number of women referees has grown by 17.5% since the initiatives first began in 2010. The feedback from those involved is consistently positive and this should ensure that reaching the target of 2,000 female referees by 2015 is met. 62

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Women and Girls’ Football Provision Booklet Local County FA:

West Riding County FA

Contact name of lead officer: Caroline Hulme, Women and Girls’ Football Development Officer Email and telephone number: [email protected] 0113 282 1222 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Retain and grow the number of women’s teams. Running the Game Develop fully integrated marketing campaigns from The FA at a national level and provide County FA’s with resources to help drive the marketing objectives of the NGS and its strategy. KPIs: Number of youth female, adult female 11-a-side and female disability teams. Increase the public’s perception that County FA’s are successfully developing grassroots football from 67%-75%.

Aim of the project

Key partners involved

To provide a simple, informative guide to Women and Girls’ football within the county of West Riding, to make finding a new club as easy as possible for new or existing female players.

At this point in time the booklet is produced solely by the CFA. However, there are plans to try and secure sponsors in the future so that a greater number of booklets can be produced and alternative formats can be explored.

Tactics used Using up-to-date affiliation data West Riding CFA created a booklet to provide players, parents, schools and coaches with information regarding Women and Girls’ football teams in West Riding. The booklet contains contact information for each club secretary and details of the club’s websites. There are a number of female teams within West Riding, so it is important that the information is distributed effectively, making it easier for girls and parents to find out about local football club provision. The booklet includes information on the two local girls’ leagues, the women’s league and the provision offered within such competitive structures. Reference is also made to the Female Player Development Pathway, including information on the Centre of Excellence, Player Development Centre, the Women’s Football Pyramid and the Women’s Super League. The booklet has been available for the past four seasons and is updated annually with up-to- date information about the female game.

Project results The booklet has proved to be an effective tool to use when attending external meetings, schools, football festivals and events. In addition to hard copies it is available online within the County FA website and is used electronically to email to parents and coaches who are seeking local football opportunities. To view a copy of the online version please use the hyperlink below: http://www.westridingfa.com/~/media/ countysites/wrfa/documents/women-and-girlsfootball-provisions-booklet-2012-2013-(2).ashx Please note: an example of feedback recently gained from a parent looking for a team for his nine year old daughter… “A really useful document, that looks good too! Thanks again for your help. Cheers for now... Paul”

Project costs £250 for 125 printed booklets; free to send out electronically.

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What is there still to be achieved? The provisions booklet is reproduced and updated year-on-year, including information on new developments within the female game. In the future the CFA would like to see this booklet displayed on school/college and university websites. There are also future plans to try and secure sponsorship for the booklet. If successful, it will provide the CFA with the opportunity to produce a greater quantity of the booklets, whilst also exploring different formats.

overview will support youth players to learn about the Women’s pyramid and the opportunities available to them when they are older, which will hopefully inspire and keep them in the game. The booklet is also used to support newly qualified coaches to locate appropriate female clubs where they can offer to volunteer.

At the moment the booklet is not available via smart phones but it is something the CFA are considering for the future.

Why is this good practice? The provisions booklet is an example of good practice because it has proven to be the easiest way to signpost girls to local clubs. It is also a great way to promote the clubs themselves because all club websites are included. As a result, players, parents and teachers can research the club prior to ringing them up. The booklet informs the reader of which local authority the club is based within, making it quick and simple to find a local club. With a greater number of players being effectively signposted into local clubs, the booklet supports the CFA in retaining/increasing the number of female teams within its county by supporting each and every team with recruitment. The booklet includes information from mini-soccer right through to the adult game. Providing such an 66

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‘Football Fever’ Women and Girls’ e-Magazine Local County FA:

London FA

Aim of the project

Contact name of lead officer: Sarah Hobbs, Marketing & Communications Officer

The key principle behind the Football Fever e-Magazine is to generate more interest regarding women and girls’ football across the county.

Email and telephone number: [email protected] 020 7610 8360

Tactics used

Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Retain and grow the number of women’s teams. Running the Game Develop fully integrated marketing campaigns from The FA at a national level and provide County FA’s with resources to help drive the marketing objectives of the NGS and its strategy. KPIs: Number of youth female, adult female 11-a-side and female disability teams. Increase the public’s perception that County FA’s are successfully developing grassroots football from 67%-75%.

The Football Fever e-magazine was started in February 2008. In October 2007 the LFA employed two Women and Girls’ Football Development Officers and they decided that by distributing an e-newsletter to all contacts and partners across London would enable them to promote a variety of events and good news stories. The newsletter subsequently evolved from this starting point. The magazine supports clubs in terms of helping them recruit players and coaches and it informs people across the capital of what is going on in the female game. The distribution list has gradually increased and as word has spread about ‘Football Fever’ more people have contacted the London FA and asked to be added to the mailing list.

Key partners involved We do not have a specific partner for this project. The e-Magazine is put together and produced by staff at the London Football Association. Contributions are welcome, but it is mainly used as a communication tool between the County FA and its members. The quality of the magazine content has only been achieved as a result of the co-operation of the local clubs and members who contribute to it. The CFA

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work closely with them to help support and grow women’s football across the capital. Attracting a sponsor is something the London FA are keen to explore and is subsequently in the process of working out the best way to approach such an objective.

Project results Football Fever has been incredibly successful with a high standard of contributions from local grassroots clubs up to the clubs competing in the Women’s Super League and international competitions. The CFA regularly receives positive comments from readers related to how they believe a specific women’s magazine is in great demand, which not only reinforces the need for such a format but also illustrates that it is being read. The e-magazine is sent via email to a distribution list of over 300 people, who receive it on a monthly basis. The mailing list reaches a diverse cross-section of the community, which the CFA believes enriches its engagement with its members.

Project costs A significant benefit of this project is that the only cost the County FA incur is time and the rewards generated are fantastic. Clubs, coaches, referees and anyone interested in the women’s game are now engaging with the London FA in a much more positive way, whereas, previous reactions and the perception of women’s football was quite negative, instead we have witnessed a complete turnaround, which is brilliant! 69

What is there still to be achieved? The CFA recognise that there is more scope with the newsletter. As new marketing techniques evolve the CFA aims to integrate such methods within the newsletter, making it more interactive and therefore more engaging to its members. The format of the e-magazine has been developed quite considerably during the last 12 months, receiving some extremely positive comments. The LFA are always continuing to develop the structure and capabilities of the e-magazine, i.e. with the introduction of hyperlinks and the possibility of embedding videos into the content to make it more interactive and engaging.

Why is this good practice? As a result of the positive response to the e-magazine the London FA would definitely encourage other County FAs to adopt this method of communication with its members. The format/medium adopted enables CFAs to communicate directly to people involved in the women’s game in a more positive and engaging way. Within London, the CFA has already witnessed how the e-magazine has helped to portray women’s football with a brighter and stronger image, allowing the game to grow with a positive outlook.

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Soccercise (Active Women’s Project) Local County FA:

Berks & Bucks FA

Contact name of lead officer:

Simon Wears, Football Development Officer

Email and telephone number: [email protected] 07766 77447

Aim of the project The aim of the Soccercise project is to engage females (aged 16+) into an informal ‘football exercise to music’ class, with the fundamentals of working on aerobic, core and strength conditioning, whilst engaged with a football throughout the entire duration of the session.

Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s team. KPIs: Number of adult female 11-a-side and female disability teams.

Tactics used The project originated via an Active Women’s Project working with four other NGBs, including Netball, Badminton, Hockey and Judo. During a period of ten weeks participants were able to access two sports per week at an evening session with the option (after the 10 weeks) to either choose a sport to further engage with or to continue with the recreational sessions. The local County Sports Partnership (CSP) helped support the application of a successful Sportivate Funding bid and with shaping the marketing plan used. The Soccerscise sessions are still very much in their infancy but the concept has already engaged two other Local Authorities with the aim of delivering within the next quarter.

Key partners involved Five National Governing Bodies (NGB), including Berks and Bucks FA, Netball, Badminton, Hockey and Judo were involved with the project. Prior to the delivery of the project an action plan was produced by the NGB partners listed above, with three meetings held at Bisham Abbey to discuss a marketing plan, branding, social networking and the Sportivate funding application. 72

Feedback from the most recent Active People Survey has highlighted the need for provision that adopts a more informal/recreational format. The demographics of the area were also taken into account and an appropriate facility and ideal time was booked.

Partnership outcomes To ensure the philosophy and objectives of the Soccercise project were achieved, it was decided that the engagement of a Fitness Instructor would be appropriate, in order to draw on their expertise when shaping the content/structure of the sessions. The Berks and Bucks FDO attended each session to ensure that any new participants had a clear understanding of the aims of the project. As a result of adopting a new and innovative format, it was felt that to help promote the soccer sessions, a photo shoot would provide a better understanding of ‘Soccercise’. In order to do this the CFA worked with a new youth charity group called The Pump House Project, based in Faringdon. They not only supported the project by providing relevant participants on the day, but the children and young people involved also provided support with the photography and the editing of a short film clip.

Project results The support provided by the children and young people from the local youth charity was outstanding, and the CFA hope to link with them in the future with other programmes and events. The quality of delivery offered and their professionalism has been outstanding. 73

The project has engaged approximately seventy female participants across the ten week ‘Active Women’s Project’, with the majority of women enjoying the informal and creative sessions. A number of 50+ females were engaged who enjoyed the alternative format and liked the option of the multisport format.

Why is this good practice?

The informal play enticed participants back into a form of sport that they had previously played. Whilst not all were keen to progress to a competitive level, the majority really enjoyed engaging in a form of fitness and wellbeing, which also included elements of football.

• Engaging females into playing football by developing a session that also includes fitness and music • By using a fun and educational structure the sessions adopt a similar format to mainstream fitness classes and may subsequently be attractive to an audience who would not usually consider playing football.

What is there still to be achieved?

The sessions are delivered in an environment, which is familiar and comfortable to most females aged 16+, a barrier which traditional football sessions face. The majority of sessions take place indoors, lending itself well to participation all year round, particularly in the winter and an ideal activity for post Christmas weight loss goals.

Once the pilot Soccercise sessions are completed, local authority partners within the county will be engaged and offered the opportunity to take up further delivery. Due to the Soccercise concept still being very new, when targeting additional participants it may be necessary to target some of the existing audience, develop specific branding and develop regular contact with local women’s football leagues/clubs so that appropriate exit routes are established. Resource cards for instructors are being developed nationally by The FA, this will help to roll out the project in other areas. Suggestions for practical and suitable activities will allow a larger variety of coaches/ instructors to deliver the sessions. It may even lend itself to students taking ownership of the sessions themselves in the future.

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Soccercise has embraced a creative and innovative way to engage with females, offering sessions that are fun and educational, whilst also improving the participant’s core aerobic and strength fitness. The sessions aim to achieve two key outcomes including:

Due to the non-contact nature of the sessions, it is safe (and encouraged) for participants to wear whatever clothing they feel comfortable in. This approach appeals to a new market, who typically would not want need to spend money on football boots or shin pads. Participants have felt comfortable in a female-only environment, regardless of whether the instructor had been male or female. Passionate, welcoming and knowledgeable instructors have proved a success. It’s important that time is spent finding the right person to deliver Soccercise as it could be many participants first experience of football and it is important to keep them engaged. 75

16+ Adult Female Teams Local County FA:

Durham County FA

Contact name of lead officer: Alysha Cook, Football Development Officer (Women & Girls)

Aim of the project To help address the drop-off of female players aged 14–16 years old, whilst increasing the number of adult female teams in County Durham.

Email and telephone number: [email protected] 0191 387 2928 Links to the National Game Strategy Growth and Retention Retain and grow the number of girls’ teams. Retain and grow the number of women’s teams. KPIs: Number of youth female teams. Number of adult female 11-a-side teams.

Tactics used The Women & Girls’ FDO (W&G FDO) secured Sportivate funding to run female only projects across County Durham, targeting females aged 14 and above who were not currently engaged in football. Initially the W&G FDO would meet with the selected FA Charter Standard Club and discuss the offer to the club and how links could be established to signpost new players into their club, with the long-term aim of developing a new female 11 a-side adult team. A Service Level Agreement (SLA) would be put in place and signed by the club. Flexible ‘turn up and play’ sessions offering a fun, relaxed environment to play football - music was used throughout the sessions and participants could bring their own iPods and select which music they wanted to play. The lead coach was from the club that the CFA had developed an agreement with and the sessions were held at local leisure centres/Goals Soccer Centres. The CFA used weekly incentives such as club hoodies, t-shirts and jackets to give to the players after attending weeks 3, 6 and 10 of training, this helped players to develop a ‘sense of belonging’ to the club they were being fed into. The sessions took place over a ten week period at the selected venue. After week four passed, all participants were advised that sessions would be moving to a new venue (the club’s training ground).

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The CFA ensured that the timing of the sessions was appropriate and that all participants would be able to attend. If any of the participants had any issues attending the new venue, support would be provided by the W&G FDO or the club coach. The aim was to ensure that no participants would drop out when moving to the club site. The use of incentives helped when moving the players to the club site. During the first week of training at the club, all participants were given an incentive gift, for example a club polo shirt. Sportivate funding was applied for by the W&G FDO and managed by the CFA. This funding was then held until the project was completed. Once the project had come to an end and all partners were happy with the outcomes the funding was released. The funding covered facility costs, kit and equipment, affiliation and league fees and any funds remaining from the project were given to the club to help pay for referee fees, throughout the remainder of the season.

Key partners involved The CFA and the selected FA Charter Standard Club agreed the objectives of the project. The long-term aim was to develop a new female adult 11v11 team. Once operational the project was monitored by the W&G FDO (registers and contact details were kept by the FDO and club). The W&G FDO provided continuous help and support throughout the ten week programme and post this period, when setting up the new team. The W&G FDO remained in regular contact with the club and lead coach throughout the lifespan of the 77

project. As part of the SLA an update on the project was requested three weeks after the W&G FDO stepped away, to ensure the project was progressing as planned, The SLA was put in place for the club to ensure that they were clear on the project outcomes and the support available both financially and in officer time from the CFA. The CFA worked closely with the club throughout to ensure that the project outcomes were met. The W&G FDO offered support with the recruitment and retention of players, advice on further funding and league information. The W&G FDO attended the first 4/5 weeks of the sessions to closely monitor the attendance of the participants and the rapport developing between the players and coach.

Partnership outcomes Sportivate funding enabled the project to engage ‘semi-sporty’ females across the County Sport Partnership area • FA Charter Standard Club – developing a new adult female team • Durham CFA – affiliation of new 16+ adult female teams • Durham CFA – increase in adult female teams within the league, allowing a second division to be put in place. • Project results • The W&G FDO secured over £7000 in Sportivate funds over the last 12 months, which has supported approximately eight projects • Nine new teams have been formed allowing a second division to be created in the Durham FA County Women’s League 78

• The self-esteem, confidence and general fitness of the female players recruited has improved.

Project costs The W&G FDO secured around £900£1000 per project.

What is there still to be achieved? The W&G FDO will continue to work closely with the newly established teams to ensure that they are retained in the County League.

Why is this good practice? The development of adult 11 a-side female football teams is a key objective within the National Game Strategy. The projects referenced have been successful in supporting clubs to achieve a growth in adult female 11 a-side football, with the knock-on effect being an increase in the size of the Women’s County League. Linking the objectives of Sportivate to engage ‘semisporty’ participants, with the aim of recruiting players to develop new club teams, has resulted in a very successful project template. Consultation with the participants throughout the lifespan of the projects has ensured that the correct environment has been created. Such an approach has resulted in making the participants who have been re-engaged with sport feel comfortable and valued by the club. 79

Bristol Women’s Casual League Local County FA:

Gloucestershire FA

Contact name of lead officer: Alexis Lunn-Gadd, Football Development Officer Email and telephone number: [email protected] 01454 615888 Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Assist the growth and development of adult and youth football participation opportunities through SSF and Futsal. KPIs: Number of adult female 11-a-side teams. Number of adult Small-Sided teams.

Aim of the project This project was established because there was a recognised gap between those females wanting to participate in traditional 11v11 football in a competitive and regular league and those that wanted to play football but on a more friendly, informal and flexible basis. Acting upon the gap in provision identified, a friendly ‘women’s-only’ football league providing an informal but organised opportunity to play in a nurturing environment was established; aimed at women of all abilities who wanted to play football.

Tactics used Initially, the project lead consulted with all the females involved in an established team and those that were identified through local knowledge. The majority of teams/groups consulted with were playing friendlies on an ad-hoc basis or having informal kick-arounds. The consultation with these groups proved vital in gauging levels of interest in the format of football they would like to participate in. Identifying a location to host the league was key to ensuring the success of the project and as such a local primary school facility was identified. The school site provided a secure environment which meant that those with less confidence would not be intimidated by other users, plus another key aspect was that mums could bring their children along and be safe in the knowledge that whilst they played football their children could also play safely.

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Cost was also an important factor. The league was able to access the facility free of charge as a result of a partnership with the school, which enabled better access and ensured participation fees were kept low. Other key tactics included: • Promotion in the right places such as women’sonly groups, not always sports related venues, targeting community groups and venues geared more towards fitness • Ensuring the right people are involved who understand the barriers for females • Incorporating a social aspect, which was a key motivator for many women of the women attending • Recognising the ‘time commitments’ of many women who may not be able to commit to regular football and listening to their specific needs. To ensure the league continues to be run in a manner that complements the players needs, the league holds committee meetings where the captains of each team are represented. A key outcome resulting from such meetings was that the teams wanted to play on a monthly basis and alternate between Saturday and Sundays. The league listened to the players requests and adjusted the league accordingly, which has led to maintaining good levels of participation. An effective communication channel for all players/ teams is in place, through social media (www.facebook.com/BWFCL) and this also promotes the league branding, codes of conduct and team registration forms for any new teams wishing to enter. 81

Key partners involved Set up in partnership with a local club, Easton Cowgirls FC, the League was created to provide women with the opportunity to play competitive football but in a more relaxed and flexible format than the 11v11 game; reducing some of the barriers that women can face when participating in the sport. The additional key partners involved in the establishment of this league were: • Gloucestershire FA • Bristol City Council • The City Academy Bristol – School Facility. There are currently no formal agreements or SLA’s in place but the nature of the partnerships and the people involved ensures that there is a ‘gentleman’s agreement’ in place. Gloucestershire FA has supported the project by giving time, resources, providing promotional literature to the league and has an ongoing relationship with league representatives to ensure that any new clubs wishing to play in an informal format are effectively signposted. The Gloucestershire FA has also identified funding through the National Game Strategy (NGS) to ensure the project can continue to develop and becomes sustainable.

Partnership outcomes The partnerships developed by the league, mainly with Gloucestershire FA and the school, ensures that there is an adequate facility to play the fixtures. Gloucestershire FA can support and offer guidance in 82

terms of codes of conduct, playing formats and ideas for the recruitment and retention of players. This in turn provides Gloucestershire FA with additional KPI’s in the Adult Female Team section of the NGS. Gloucestershire FA has helped by securing funding for a set of goals that will help sustain the league and have managed the International Clearance of Welsh players so that they can take part. The new goalposts are also used by the school between league matches creating another opportunity for younger players to take part in and enjoy the game. Julia Williams, who works for Access Sport within Bristol City Council, has been instrumental in establishing this project and securing the partnerships between the Gloucestershire FA and the school site. Her depth of knowledge of the local area and her support to identify the gaps in provision has made this project a real success within the Bristol area

Project results

• Seventy women playing football on a monthly basis • Weekly training sessions hosted for the whole league • Some of the teams in the league offer training during the week, which is open to women aged over 18 of all levels and ability. Whether you are a complete beginner or someone coming back into the game after a break, there are opportunities for all. Some of the team members are in their fifties proving that the league is of benefit to everyone • Current age range: 18-55.

Project costs

• Coaching Session - £2 per session for the unemployed or £3 per session for the employed • Team - £24 per team (who can register as many players as they like) • Free facility hire • Subsidised support towards Coach Education Courses.

What is there still to be achieved? The aim of the league for the next 12 months is to: • Continue to grow and increase from seven teams in 2013-2014 to approximately fourteen teams in the next 12-24 months • Teams currently don’t always have their own kits, so an aim of the league is to ensure that teams can have their own kit and therefore their own identity • Contingency planning needs to be considered in more detail to ensure the long-term sustainability of the league • Continue to use social media to develop and raise the profile of the league.

Why is this good practice?

• The real success has stemmed from ensuring the cost is kept to a minimum and in turn this allows more accessibility, especially from those in deprived areas or living on a low income • Ensuring the right people are involved, which makes the women feel comfortable; including the leagues’ organisers, referees etc., creating the right environment for all (friendly and accessible) • The project has brought a real mix of players from different cultures together to play football and ensures that community values, social cohesion and access to sport through football is available to everyone. Julia Williams, from Bristol City Council commented on the project, which sums it up fantastically... “A lovely day is had by all, with lots of families and children supporting. It is great to see so many women playing football regularly and shows that if we listen to what people want, break down the barriers to opportunity, we can help more people engage in football. Women from the League have also been given the opportunity to participate in FA coaching and refereeing courses to build their confidence around the game, develop skills and help to sustain the league in the future.”

• The project has enabled over seventy women to participate in football that would not be participating in traditional 11v11 competitive football • The league continually consults with the players. This provides them with greater ownership and allows them to make important decisions about playing formats or frequency of games 83

Soccercise and Fitball Project Local County FA:

Birmingham FA

Contact name of lead officer: Shelley Gudgeon, National Game Strategy Team Manager and Stephanie Jobson, College Football Co-ordinator Email and telephone number: [email protected] [email protected] 0121 357 4278 (option 2) Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Workforce Create opportunities for young people to volunteer in CSLs, CSCs, schools, colleges and universities across the six Football Futures themes, supporting them to gain qualifications, recognising and rewarding their contribution and providing a progressive pathway to support their personal development. KPIs: Number of adult female 11-a-side teams. % of youth teams with an FA qualified coach.

Aim of the project To pilot an alternative method of engaging women in football, resulting in the retention of players in the adult female game. Soccercise (circuits) and Fitball (aerobics) is a mixture of fitness class and circuit training activities, which involve basic football movements to music. This was designed to appeal to women that are currently not participating in the sport but may be engaged in fitness/circuits type activities within gyms. By presenting this target group with an alternative way to experience football; whilst still implicitly incorporating all the traditional football movements and skills they are likely to use on a pitch; it is hoped participants would gradually build a more positive picture of the sport and progress onto more traditional formats, such as the Mars Just Play sessions and affiliated football.

Tactics used Soccercise – a Sportivate bid was developed in partnership with a local coaching company (Urban Kickz) to deliver a different type of football session, with the aim of supporting a local team in Sandwell that was potentially going to fold, due to low numbers. The eight-week programme planned to tailor circuits and aerobic type sessions to adult females, but with a focus on basic football skills (i.e. step-overs, toe-taps, throw-ins, knee-ups and goal-keeping dives). Posters and a Facebook group were developed to promote the sessions and in the first week twentyfour women attended, this soon grew to over 35 each week. Participants were recruited from local colleges, schools and the community. Different sized balls were

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used and music was played in the background to keep participants working to a high tempo. The Fitball project – was aimed at new participants, therefore marketing materials were developed to appeal to the ‘non-traditional’ sports participant. The design of the posters and flyers was kept simple and concentrated on key words such as toning and fitness, whilst also trying to avoid over exaggerating femininity by using a purple colour scheme and a basic silhouette figure. The structure of the session was kept simple, so that activities could be tailored to each individual participant, allowing them to make it as hard or as easy as they desired. Due to the emphasis on fitness/toning, participants did not always realise that they were also developing new skills, balance, and coordination (that they would via football drills) and it was this implicit nature that made the class effective. The participants may not have directly associated such movements with football and, as a result, weren’t intimidated or stifled by a lack of confidence. The use of music also aided such an approach. Each participant had a Futsal football (the weight and size of Futsal balls making it easier to keep under control). Using a Futsal ball ensured: • The individual had control of the activity • They could complete activities at their own pace without the invasion or influence of other participants • They had lots of time on the ball to develop their touch, skills and control • As the project developed it was possible to gradually incorporate more ‘recognisable’ football drills, which were well received by participants in this fun and comfortable environment. 85

Key partners involved Soccercise Project Partners: Birmingham County FA – an Officer from the Football Development team acted as the project lead; supporting the application submitted to Sportivate; recruited the coach; booked the facility; developed the advertising materials; monitored the impact and provided feedback data required for the Sportivate fund. RSA Academy – provided a facility at a reduced cost and helped to market the sessions. Urban Kickz – Level 2 coach from the company helped to develop the sessions. Black Country Be Active Partnership – provided support with the Sportivate application.

Fitball Project Partners Birmingham County FA – an Officer from the Football Development team acted as the project lead, supporting the application submitted to Sportivate. ‘Get into Football’ staff delivered sessions; booked the facility; developed the advertising materials; monitored the impact and provided feedback data required for the Sportivate fund. Local colleges – Hereward and Solihull College and 6th form college supported with providing facilities and the promotion of sessions to students. CSW Sport – provided support with the Sportivate application. Officers worked alongside the local County Sport Partnerships (CSPs) to develop Sportivate bids to fund both projects. The results of each project were monitored by logging data from the sessions on 86

to the Sport England Sportivate portal site and by completing online forms to monitor the participant’s progress. The local CSPs were happy with the delivery and outcomes achieved and were therefore keen to fund similar projects again.

Partnership outcomes Soccercise – 36 adult females engaged from The Black Country and an adult female team (which was going to fold due to lack of players) recruited players from the session. A new adult lady’s team was also created from the remaining participants and is now affiliated to BCFA; resulting in one adult female team retained and one new adult female team created. Fitball – over 60 girls took part during the six week project in three pilot colleges. Participants are now filtering into Mars Just Play sessions at a number of colleges and others have also been recruited into college teams affiliated to Birmingham CFA.

Project results

• Improved promotion of female football in the Birmingham county area • FA Mars Just Play centres have recruited additional participants at the college sites • New female players recruited to retain an existing team • Female leaders identified from colleges • Relationships between the CFA and local facilities has improved • Improved relationships with the two local CSPs involved.

Project costs Soccercise: Project Expenditure

Expenditure Details

Amount

Coaching

8 sessions @ £30.00 per hour x 1 hours (£20 for lead coach and £10 for supporting)

£240.00

Facilities

8 sessions @ £30.00 per hour x 1 hours

£240.00

Equipment

Skipping ropes, cones, hurdles

£300

Travel

N/A

Marketing

Flyers, social media marketing, printing costs, renting of advertising space

Training

N/A

Other

N/A Total Cost

£100

£880

Fitball: Costs

Budget

Actual Spend

Variance (over or underspend)

Coaching

£540.00

£540.00

-

Facilities

-

-

-

Travel

£120.00

-

Under £120.00

Marketing

£800.00

£420

Under £380.00

Training

£435.00

-

Under £435.00

Other

£270.00

£196.00

Under £74.00

Total costs

£2,165.00

£1,156.00

Under £1009.00 87

What is there still to be achieved? Maintain relationships and quality of delivery to ensure the programme is continued for the 2013/2014 season.

Why is this good practice? This project explored a new approach to make football appeal to a wider range of females and engage them in a different way. Appropriate exit routes through informal Mars Just Play sessions at college sites and affiliated football leagues, were put in place to provide an effective pathway for progress and development, filtering players into more traditional and sustained forms of the sport. It is hoped that this variation of football will encourage more adult females to engage or even re-engage by enjoying the social and informal side of football.

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50+ Walking Football Programme Local County FA:

London FA

Contact name of lead officer: Byron Casimir, Get into Football Officer Email and telephone number: [email protected] 07841 868611 Links to the National Game Strategy Growth and Retention Retain and grow the number of womens’ teams. Workforce Create opportunities for young people to volunteer in CSLs, CSCs, schools, colleges and universities across the six Football Futures themes, supporting them to gain qualifications, recognising and rewarding their contribution and providing a progressive pathway to support their personal development. KPIs: Number of adult female 11-a-side teams. % of youth teams with an FA qualified coach.

Aim of the project To offer an opportunity for women aged 50+ to socialise, get fit and keep active through the provision of a ‘Walking Football’ project, in partnership with the London Borough of Hackney (LBH).

Tactics used The project was initiated by the London FA following discussions with an existing cardiac rehab programme that had included ‘walking football’ as an additional option for patients wishing to get involved in more diverse activities. As a result of such discussions the London FA approached the London Borough of Hackney who were already running a New Age Games programme aimed at people aged 50 plus. A partnership was formed and the project was piloted in the summer and was well received by a number of female participants, who had already signed up to Hackney’s New Aged Games 50+ programme. Although the numbers were initially quite low the London FA convinced the LBH to include walking football as a regular option within the wider ‘New Age Games’ 50+ programme, and numbers have since increased.

Key partners involved Greenwich Leisure Limited (GLL) – GLL and the LBH met to discuss the community use of all GLL facilities and how, as a sports development team, they could assist with the use of the facilities especially during 90

off-peak hours. GLL subsidised the use of the facility (an indoor sportshall) and provided a social area, as this was deemed an important element of the session for the clients. Hackney Council, Sports Development Team – The LBH part-funded the facility fees and paid for the coaching hours. London FA – The county provided equipment and mentor support for the coaches involved with the delivery of the sessions. Due to walking football being a new activity most of the coaches had no or limited experience, delivering such a format. Therefore, the additional support provided was considered essential. One Hackney FC – To help sustain the session the London FA approached a local Charter Standard Club who nominated a young volunteer to assist and gain a full understanding of the delivery style/format so that he will be able to continue the delivery in the future.

Partnership outcomes As a result of the partnership approach adopted for this project it has been possible to deliver a programme that is sustainable from a facility, financial and community perspective. To ensure the project continues to meet the needs of the participants attending, regular QA sessions take place and all participants complete customer feedback forms. Such feedback is then reviewed and used to inform and improve future provision.

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After eight weeks of delivery, twenty individuals have been registered and it is clearly evident this level of success is as a direct result of the partnership work that has taken place.

• Guidance/mentoring and access to the Football Futures programme to support the volunteer/ potential future delivery partner (One Hackney FC), was provided by the London FA • Marketing was provided by the LBH within the New Aged Games marketing and promotions.

Project results Introducing females aged 50+ to football in a ‘walking format’ has been fulfilling and extremely enjoyable for the participants, despite many never having played before or played since their school days. Some of the regular players have stated, “we never thought we could have so much fun playing football” and, as a result, have been actively promoting the sessions via word of mouth amongst their friends. The atmosphere at the sessions is very friendly, although there is still quite a strong air of competition when matches are introduced, illustrating that no matter how mature you are the desire to win is still important! The diversity of players involved illustrates how the programme is very inclusive, for example, a wheelchair user and a stroke victim are regular attendees, whilst other participants have a wide variety of abilities.

Project costs The facility was subsidised by GLL and part-funded by LBH.

What is there still to be achieved? The London FA plans to develop and market an additional open community ‘walking football session’ that is not restricted to Hackney residents and those of a specific age group. There are also plans to further up-skill the One Hackney FC volunteers to be able to deliver future sessions to the required standard. Once the current model being developed in Hackney has been established, there are plans to replicate the project in neighbouring boroughs.

Why is this good practice? This project is an example of good practice because it illustrates how it has been possible to engage with a very hard to reach group in terms of football participation. Attendance at the sessions has continued to rise and all participants have improved their ability/skills; recognising football as an enjoyable format of exercise that they had previously never considered.

• Coaching costs were provided in-kind by the LBH Sports Development Team and LFA • Equipment costs were provided by the London FA

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Middlesex FA Women’s League Local County FA:

Middlesex FA

Contact name of lead officer: Ciara Allan, Football Development Officer Email and telephone number: [email protected] 0208 515 1912

Aim of the project To offer alternative formats of the game to help recruit and retain Asian females within football and help sustain the league by providing training to recruit new female coaches and referees.

Links to the National Game Strategy Growth and Retention Retain and grow the number of women’s teams. Assist the growth and development of adult and youth football participation opportunities through SSF and Futsal. Better Players Support the implementation of the World Class Coaches and Player’s Strategy through developing the local volunteer and paid workforce. In turn this will support achievement of FA CS targets and a qualified coach with every youth team. Workforce Supply a registered, qualified and suitable level of match official for every affiliated 9v9 and 11-a-side game of football. Promote a safe environment, which will attract a diverse workforce representative of the local football community. KPIs: Number of adult female 11-a-side teams. % of youth teams with an FA qualified coach. Number of registered and active female referees.

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Tactics used Liaison took place between community groups, Harrow Council’s Sports Development Team, Middlesex County FA and local club contacts. Originally the aim of the project was to promote and use Futsal, but as the project progressed 5-a-side football was adopted due to the preferences of the teams involved. Teams were engaged into the league via one-toone meetings and the distribution of ‘expression of interest forms’. Potential venues were identified and marked against a set criteria, including the ability to close the site off to males during practise sessions (windows, doors, changing rooms). A female lead coordinator was appointed and offered CPD support within her contract. A female BME referee was identified and trained and was also offered future CPD support within her contract. The rules were adapted to include a mixture of Futsal and five-a-side rules. Due to the facility used, sidelines were incorporated within the competition to allow for the substitute area and kit/equipment to be kept within the hall.

was provided. Some clubs had male coaches so when agreed by both teams the coaches were allowed to attend the fixtures. A very flexible approach was adopted throughout and an on-going player registration process was in place for the inclusion of new individuals. Teams were recruited via community groups, Harrow Council, local colleges and County FA links. At first it was difficult to get teams to commit, however oneto-one communication and simplified registration/ affiliation forms were used to ease this process.

Key partners involved Harrow Council (local Sports Development Unit) – identified and funded the venue for the purposes of the league. County FA – provided officer support, rules, training, fixtures, Full-Time Management software, player registration, finances, trophies, medals and general league management. Lead coordinator – identified and supported to attain Level 2 coaching qualification. Weekly attendance on site managing any issues that might arise. Female Referee – highlighted and supported with training and weekly mentor support. Following the completion of the league the referee will also be placed on a Basic Referee Course and guidance will be provided regarding future opportunities.

Fixtures were agreed and distributed to the teams; once received the teams were able to change fixtures based on player availability as long as sufficient notice 95

Partnership outcomes Four teams have been engaged and retained within the league with all fixtures completed. All feedback received to-date has been very positive. The two individuals appointed to support the league have also now been linked into future opportunities. The outcomes achieved for the partners involved includes: • Harrow Council (Sports Development Team) - is able to offer a female engagement programme for a hard to reach target audience • The County FA - is able to recruit and retain new participants in the game via flexible formats. The CFA lead Officer now has key contacts within the organisations, which can be used for future programmes. A new female referee and a female Level 2 coach have been recruited and trained as a result of the project • Clubs - the project has provided clubs with an alternative format of the game. The formation of mini leagues allows new teams to be introduced, with a low financial commitment from players, low administration, all of which helps to create new teams. Monitoring and evaluation is continuous, using the player registration process. All teams will be offered the opportunity to provide feedback on completion of the league. Due to funding limitations the project would not have gone ahead without the partnership approach adopted.

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Project results

• Four new female 5-a-side teams affiliated to Middlesex FA • A mini league lasting six weeks titled the Middlesex FA Women’s League has been created – A ‘Desi Division’ has been developed and as a result we are now also offering a friendly division within the same league. Teams will have the option to enter the ‘Desi Division’ or to enter the friendly division, which will offer 11-a-side fixtures. Desi means Asian female, this brand was used for the league, rather than calling it an Asian Female League in case such terminology was perceived as discriminatory • The Referee has been engaged within a local girls’ league and is supporting the development of two new U9 and U10 teams • Four new volunteers have been recruited and supported as a result of the project and are now involved in a number of roles within the local girls’ league. The CFA will be supporting them all with the attainment of their Level 1 Coaching Award in the near future.

Project costs

• Facility hire: £560 • Medal / Trophies / Certificates: £50 • Lead Coordinator – contribution towards Level 2 Coaching qualification: £100 • Referee – funding towards referee course: £130 • Total – £640

Clubs fees

• Small-sided affiliation fee: £5 per team • League registration fee: £50 per team • Player registration fee: £0 Total - £55 per team Income: £200 Expenditure: £840 Total project cost: £640 (Council contribution £560, County FA contribution £80)

What is there still to be achieved? The project drew to a close on Sunday 13th October 2013 at which point the teams will now decide:

KPIs ACHIEVED

Engaged 46 new BME female participants (aged 16-40), who previously were not involved in affiliated tournaments • 4 new female small-sided teams have been developed • A new female league targeting Asian females has been created • A new female Level 2 Coach has been recruited/supported • A new female referee has been recruited/supported • Volunteers have been engaged and supported with four new female Level 1 Coaches qualified.

• Whether they would like to operate another mini league • Adapt the format to Futsal and run over a longer term • Or join together to create 11-a-side teams to join the existing friendly division.

Why is this good practice? This project offers a very flexible approach towards engaging BME participants, with the players’ needs at the core of the project design. Throughout the project there has been continuous contact between the clubs ensuring that they are happy with the approaches adopted and the team managers have not been asked to commit to excessive administrative duties.

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Women and Girls’ Football - Structural Review Local County FA:

Lincolnshire FA

Contact name of lead officer: Linzi Hewitt, Senior FDO and Leanne Woodhead, FDO Email and telephone number: [email protected] 08449670708 [email protected] Links to the National Game Strategy Running the Game Establish a robust network of sanctioned leagues that are well administered and work in close partnership with the County FA. Better Players Develop players to a standard consistent with the highest levels in women’s football. Provide a positive link between grassroots clubs, Player Development Centres and Centres of Excellence. KPIs: Increase the public’s perception that County FAs are successfully developing grassroots football from 67%-75%.

Aim of the project To review the existing Women and Girls player pathway to identify trends, gaps and opportunities. Once the review was completed the following actions were progressed: • A Women and Girl’s Steering Group was established with the responsibility to oversee the project and make recommendations to develop the female game • Consultation with all LFA member leagues and clubs took place, regarding the future of Women and Girls’ Football within the county, to encourage them to forward any recommendations/feedback from the member clubs • The overall outcome of the project will be to establish a comprehensive Women and Girls’ Football Package for member leagues and clubs to implement during the 2014-15 season.

Tactics used The LFA organised the first Women and Girls’ Football Review meeting, by inviting the three Women and Girls’ Football Leagues within the county, the Lincolnshire FA Centre of Excellence and Lincolnshire FA Council Members to discuss current provision, the female player pathway and the roles/responsibilities of each organisation. It was agreed that this group would become the Steering Group for Women and Girls’ Football within Lincolnshire and would pursue the following aims: • To increase the number of Women and Girls’ football teams in the county

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• To support talented players in the grassroots game through to the Centre of Excellence • To gain greater exposure for the Women and Girls’ game in the county. The Steering Group made a number of recommendations around improving and developing the current player pathway. These recommendations were then presented at three individual Women and Girls’ Football consultation events as ‘proposals’ to all Lincolnshire FA member clubs in attendance. The clubs were given the opportunity to provide feedback and further recommendations on the future of the game. Member clubs were specifically targeted to attend the consultation events if they met the following criteria: • They were an existing club in the female game • They had expressed an interest in developing a female team within their club • They were an FA Charter Standard Community Club that didn’t provide any opportunities for Women and Girls’ Football. It should be noted that the meetings were open to all Lincolnshire FA member clubs who were invited via a number of different methods. The consultation events were led by the steering group who independently facilitated the meetings, rather than being Lincolnshire FA directed. The ‘presentation’ and approach used during the consultation events can be viewed by using the link below: http://prezi.com/euzrimwd5c6l/?utm_ campaign=share&utm_medium=copy 99

Key partners involved Lincolnshire FA Council Members/Area Delegates – acted as an advocate for Women and Girls’ Football within Lincolnshire FA Council Meetings and reported on the work of the Women and Girls’ Steering Group to the Lincolnshire FA Council. The South Humber Ladies League (Youth League), The Lincolnshire County Girls’ League (Youth League), The Lincolnshire County Women’s League (Adult League) – offered recommendations and proposals for the future of the game and supported the Lincolnshire FA with communicating the message across member clubs. The Lincolnshire FA Centre of Excellence (Technical Director) – provided an insight and understanding of the female player pathway; from grassroots to elite programmes and promoted CPD opportunities within the Centre of Excellence to all member clubs. Member clubs and our ‘Football Family’ (Football Foundation Sites across the county) – helped to steer recommendations and proposals at the consultation events. Our ‘Football Family’ was used to steer and make recommendations on proposals and to also support the delivery of the proposals by providing facilities to host ‘hub-sites’ for ‘Girls and Goals’ recruitment projects or festivals.

Partnership outcomes

• As a result of the consultation events the steering group has a better understanding of the barriers/ challenges faced by clubs when targeting the development of the women and girls’ game • Member clubs feel ‘involved’ and part of the decision making process, whilst the engagement with the leagues has cultivated a shared responsibility to develop the game and improved relationships/partnerships with League Committee Members.

Why is this good practice? As a result of the partnership working between the County FA, local leagues and other organisations that impact upon women and girls’ football, key representatives have been provided with a ‘voice’ to influence future changes and developments within the county.

Delivering the consultation events at three different venues across the county required greater commitment from the steering group, but offered greater accessibility for member clubs to engage and provide feedback on the recommendations put forward.

Project results The LFA and the steering group has a detailed overview of existing women and girls’ football opportunities, which has been achieved as a result of the consultation events. In particular, the role of the Centre of Excellence is better understood and the provision for supporting and developing grassroots coaches through CPD and open events.

What is there still to be achieved? The steering group is scheduled to meet again in early October 2013 to digest the feedback and recommendations from the clubs during the consultation events and formalise a Women and Girls’ Football Development Plan; including responsibilities in preparation for the 2014-15 season when the changes will take affect.

• A comprehensive review process has taken place, engaging more clubs than ever consulted with before regarding women and girls football • The consultation events were attended by 26 member clubs and over 50 club representatives 100

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West Lancashire Girls’ Football League (WLGFL) Local County FA: Lancashire FA Contact name of lead officer: Julie Edwards, Secretary of the League

Aim of the project: To provide football for young female players between the ages of 7 and 18 years old.

detailed Development Plan was drawn up between the League Committee and the Lancashire FA League Development Officer. As a result of the implementation, review and evolution of that plan, the League has continued to flourish.

Tactics used:

The other key partners in this venture are the member clubs affiliated to the league.

Email and telephone number: [email protected] 07939726286 Links to the National Game Strategy: Growth and Retention Retain and grow the number of girls’ teams. To implement a developmental and child-centred pathway for youth football, building on the recommendations of The FA’s Youth Development Review. Raising Standards Continuing to support leagues to promote and implement Respect. Running the Game Establish a robust network of sanctioned leagues that are well administered and work in close partnership with the County FA. KPIs: Number of youth female teams. Percentage of people who state that the Respect programme has improved their experience. Increase the public’s perception that County FAs are successfully developing grassroots football from 67%-75%.

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The League was founded in 2002, initially to provide football for lesser teams from the West Lancashire area. Starting with only four teams at its inception, the League now has over 100 teams affiliated, in nine different age groups; some of which are split into separate divisions. After the disbanding of the Lancashire Girls’ League a few years ago, the majority of the teams opted to join the WLGFL and this drastically expanded the geographical boundaries of the League. Today, teams from five different County FAs (Lancashire, Liverpool, Cheshire, Manchester and Cumberland) participate within the League. There has previously even been a team from Durham!

Key partners involved The League works closely with its parent County FA (Lancashire) to develop and strengthen its structure and development of the game. In many ways, the League has been a pioneer of many aspects, which are now integral parts of the Youth Review. The League incorporated 8v8 and a year later 9v9 over nine years ago and introduced noncompetitive football for Under 9’s, with football festivals being staged over four years ago. As part of the League’s application for Charter Standard, a

Partnership outcomes Despite some teams disbanding and others reaching the end of their tenure with the League, the membership of the League has remained very stable over the last few years. Increasingly, teams from further afield have applied to join the League as they have been impressed with the standards upheld both on and off the pitch. The Leagues’ clubs have contributed to the first Inter-League Representative Squad Tournaments, which took place in 2011 and 2012. The tournaments referenced were the first of their kind of such a scale and involved co-operation with the West Riding Girls’ League, Nottinghamshire Girls’ League and the Cheshire Girls’ League.

Project results The League was awarded Charter Standard status in September 2012 and then won County, Regional and National Charter Standard League Awards in 2013. The League has also been awarded Silver RESPECT Award status in 2013. The CFA is currently working with Dermot Collins (FA National Respect Manager) 103

to instigate new procedures in an attempt to further develop the League’s RESPECT campaign and achieve the highest national standards. Percentage of FA Charter Standard Clubs playing in the league during 2013; achieved 99% team coverage.

Project costs Costs have been varied as the scope and scale of the project of running a League is vast. Most ongoing costs have been met by League membership funds but funding has been sought for specific aspects. For example, a local business sponsored kits for the Representative Teams, as well as transport to and from the respective venues. The FA has helped fund training events and has also provided valuable resources for clubs. Support was received from The FA Respect Manager, Dermot Collins, in purchasing Team RESPECT Marshall bibs for every team in the League, but the League still had to fund part of the £280 cost.

What is there still to be achieved? There are still too many girls dropping out of football at certain key ages (Under 15, Under 16 and Under 18) due to a variety of factors. There are also players who are released from Centres of Excellence who do not then return to grass roots football. We therefore recognise the need to work with all stakeholders and relevant parties to address these issues.

this does create some anomalies when it comes to female football, given that many clubs have to recruit within a two year age band, as there is simply not the volume of players available. This has meant, for example, that our Under 10 Division for season 2013/14 is non-competitive a year in advance, as there are Under 9 players participating in it. If we were not to allow this, a number of clubs would not have sufficient players.

Why is this good practice? The West Lancashire Girls’ Football League’s motto is ‘Football for All.’ This is at the heart of what we attempt to deliver. It does not matter about the ability of the player, there should be an opportunity for them to participate in the game we all love. With over 99% of our teams being Charter Standard, we encourage all our clubs to follow established good practice and support those who have not yet reached those minimum standards. There are very few Junior Leagues with such a volume of clubs, covering such a geographical catchment area, and yet facilitate football being played on a week-by-week basis. We have also been fortunate to see some of the first players who came through the League return in a coaching and referring capacity. As a League we have been able to support these young women as they embark on what we hope will be successful careers in their chosen field.

The CFA is currently implementing the new age-group policies as outlined from the Youth Review, although 104

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notes

In addition to the wide range of case studies included in this brochure, please also refer to The FA Disability Engagement Resource, which can be found on the Disability Pages on MyFA, The Faith in Football Toolkit and the BAME Women’s and Girls’ Toolkit that can be found on the Equality pages on MyFA.

Acknowledgements Our thanks go out to all of the County Football Associations, FA staff, FE colleges, HE universities, clubs, College and Community Football Co-ordinators and local partner organisations who have been involved in the delivery and documentation of these projects.

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