Presentation of LIGA F during KNVB Expertise Conference: The New Era for Women’s Football

Pedro Malabia Sanchís, the Chief of Strategy of Liga F, inspired about 45 participants with his story about the birth and rising of Liga F during the KNVB Expertise Conference in Zeist. He provided a real and honest look into the achievements and challenges encountered along the way.

Until 2015, the federation had overseen the women’s competition, which operated on a nonprofessional basis. Therefore, a pivotal shift was necessary. Later, a dedicated department for women's competition was established within the men's league, but this wasn't enough to actually grow women’s football. The real catalyst for change came when clubs united to form the Asociación de Clubes de Fútbol Femenino. Securing their first title sponsor and television deal marked a significant milestone. Audiences and match attendances surged, overall interest spiked, and monetization began. A promising future loomed, until the pandemic struck.

Throughout the pandemic, the men's competitions persisted, preferring diminished earnings over total standstill. COVID testing costs were offset by media income, crucial for sustaining the football ecosystem in Spain. Conversely, women's competitions, lacking professional status, remained halted during the pandemic. Yet, the women’s competitions had all it needed to be professional and therefore it was time to take it to the next level.

Despite the financial loss during the pandemic, stakeholders were determined to make the women’s competition professional. Therefore, in May 2020 the club association applied for becoming a professional competition. In June 2021 the government granted the professional status to the women’s competition.  March 2022 Liga F got its statutes approved. Finally, June 2022 marks the birth of Liga F during the first club’s assembly and the first president was elected.

Although professional status was attained and a league association formed, readiness for the September 2022 kick-off was lacking. Essential elements such as equipment, personnel, TV rights, sponsors, fixtures, and identity were still absent. While Puma had become the sponsor of Liga F, the federation forced Adidas to be the official ball used during matches and did not accept Liga F to take their own decisions. Therefore, it was even more important for Liga F to establish its identity, team, and official season launch. Creating a robust regulatory framework, visibility, and sustainability were the main focus throughout the season.

Liga F aspires to global prominence, serving as a beacon for women's sports and effecting positive societal change. Challenges persist, including sporting disparities.
The competition is currently dominated by FC Barcelona and there are structural differences among clubs and in facilities. Also comparisons with men’s football are still inevitable and need to change.
Another sportive challenge is the amount of followers which Liga F still aims to grow.
Other business related challenges would be building the brand and the product sustainably and gaining financial sustainability. A strong internal structure is needed while Liga F deals with ignorance of fans. Building national and international relations are also ongoing objectives for Liga F.
Finally, Liga F aims at making social impact by building a community. To build a community you need to find a way to make people join and be part of women’s football and define a shared purpose.

To address challenges and effect positive change, Liga F adheres to its corporate mission, purpose statement, brand values, and its beliefs:

Corporate mission statement: consolidate a project that is attractive as a competition, financially sustainable and socially relevant, prioritising common interest among the individual.

Purpose of a joint passion: celebrate all that we are to demonstrate that the future is unstoppable.

The brand values of Liga F are: honour our game, illusion is our driving force, together we are unstoppable and every person counts.

Liga F believes in: 'A society that is more equal, diverse and inclusive, no matter what or who. Future is already happening and shows up in the values and principles of women’s football. Illusion is our driving force, and elevating our voices and chasing the same direction is the only way to achieve the change we are aiming for.'

Overall take aways:

• You don’t come this far by only organising a competition, it’s about building the brand.
• Any crusade requires optimism and the ambition to aim high – Larry Page
• Building a brand means building a meaning.

For questions about this article please contact KNVB Expertise via expertise@knvb.nl.