The commercial viability of women football clubs : a case study of the Sunflower Women Football Club in KwaZulu-Natal

Abstract

Women’s football has seen significant technical and commercial advancements over the last 20 years, with women’s club football finally starting to move away from its heavy reliance on national team tournaments and competitions. As such, its commercial viability has come under the microscope as the football governing body Fédération Internationale De Football Association (FIFA) continues to mount pressure on Member Associations (MAs) to formulate national women’s football strategies and establish leagues and professional women’s clubs. This study investigated the commercial viability of a women’s football club in South Africa using the Sunflower Women Football Club in KwaZulu-Natal as a case study, as well as an analysis of journal articles, newspaper articles and reports dating back to 1990 to help understand this phenomenon. Data was collected from interviews with Sunflower Women Football Club officials; women’s football stakeholders from SAFA, COSAFA, CAF, FIFA and USSA; Hollywood Bets Super League club administrators; and woman’s football sponsorship decision-makers. The thematic sampling of results demonstrated a significant positive correlation between the establishment of a fully professional commercial women’s league, key sponsorship and investment, and skilled personnel running the administrative affairs of the club with the commercial success of a women’s football club