Search results

This chapter provides insight into the professionalisation of women football in the Arab region. In a traditionally conservative geographic area where men's football has only recently turned professional or remains semi-professional, the chances for the professionalisation of women football appear dim; yet some countries are already taking progressive strides. This chapter explores the practical and cultural barriers to women football professionalisation and provides examples of success stories, current efforts in the wake of global trends and the resilience of female footballers in the region. In doing so, the chapter challenges misconceptions and critically examines assumptions around what professionalisation ‘looks like’ within the context presented. The research takes a multi-sited approach, presenting evidence of the women footballing environment from Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. It utilises an intersectional and transnational lens for analysing women football experiences as shaped by a culmination of the athletes' gender, religion and cultural expectations and as situated within the international women footballing context. The author uses her professional field experience with over 18 years of involvement in elite Arab women football, connecting personal experiences to the study and providing richer interpretive opportunities to the data provided. Her professional participation as a local expert and researcher uniquely positions this study for engagement on the field and sense-making reflective practices and analysis. The study aims to further understandings on women football experiences from an area where there is a great dearth of scholarship on the matter and even less so from local researchers.

Business & Management

This case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also benefit and/or partake in the discussions. Last and most importantly sports marketing students would find this case useful. The case study can be taken from a range of angles from consumer behavior, through researching of the same (i.e. consumer behavior); to marketing communications strategies by the football clubs themselves.

The case study documents the growth and development of the UAE Professional Football League using the particular case of one of the oldest teams, Sharjah Football Club (also known as Sharjah FC) founded in 1966 – five long years before the Football Association was conceived.

Sports marketers have long sought to better understand the factors that influence attendance at sporting events. This is couched upon the expectations that an understanding of such factors will improve the efficiency of marketing communication between service providers and consumers, and, as Cunningham and Kwon put it, possibly influence the entire marketing program of a sport organisation. Attracting people to the stadium not only increases ticket revenues but also increases supplementary revenue sources, such as parking, concessions and merchandising.

To understand key aspects of the consumption of sports (i.e. consumer perceptions, attitudes and influences). Readers would also understand the changing aspects of marketing of sports vis-à-vis sports marketing.

Teaching notes and www.fifa.com/associations/association=uae/nationalleague/standings.html

The paper discusses a range of aspects of the spread of sportswashing within top-flight football, identifies the motivations of its proponents, what is on offer to football clubs, their followers and local communities and the ways in which it coheres with the nature of the modern game.

A range of disparate literature, both academic and non-academic, is synthesised to provide a broad-ranging introduction to the spread of sportswashing within top-flight football.

Sportswashing is likely to increase within top-flight football in future years as a result of its resonance with aspects of the game's evolving nature. Resistance to its continuing spread presently appears improbable.

As relatively recent development within football, the sportswashing topic has produced a limited literature to which this paper contributes.

The purpose of this paper is to fill the gap in the research literature on how sport can be used more productively as a peacebuilding device in post-conflict countries.

This paper uses interviewing method that includes both semi-structured and unstructured interviews with trainers, instructors and children involved in implementing Open Fun Football Schools (OFFSs) in Kosovo.

Findings show that OFFSs have played a vital role in peacebuilding in Kosovo by bringing together people from different ethnic backgrounds in Kosovo, which contributed to social inclusion of Albanians and Serbs, and other communities by changing their initial attitudes toward one another.

The main research limitation is the usage of semi-structured and unstructured questionnaires instead of structured questionnaires, which would provide more generalized conclusions about the OFFSs. More research is needed on this topic to investigate the effect of similar programs in other country contexts.

The most important practical implication of the research is that conflict mitigation through football sports programs and activities can be used in other similar contexts by donors and the international community. OFFSs offer a hope for peacebuilding, and if adequately implemented can contribute to peacebuilding in post-conflict societies similar to Kosovo’s context. The positive attitude changes as a result of participation in the OFFS programs shows that these joint programs can promote better ethnic relations. There is a need for the expansion of such programs to reach more people.

The study provides an original contribution as there has been almost no prior research which actually measured the effects of OFFSs on change of youth attitudes through the integrated sport programs with different ethnicity in Kosovo.

This chapter introduces women's football in a global, professional era. Key in this is an acknowledgement of the male-dominated roots of the sport in many contexts, which has historically served to restrict women's participation. However, we identify the significant growth of women's involvement in football, which has resulted in professional opportunities for women playing and working in the sport. Football organisations are increasingly taking the development of the women's game more seriously and football can be considered a legitimate career opportunity for women. The chapter then identifies the scope of the book, which includes contributions on the lived experience of professionalisation, the processes of professionalisation and the role of commercialisation and media.

The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways.

To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method.

We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.

The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.

Peace promotion can include culturally relevant community programming. Some agencies have used sports such as football, for example, as a vehicle for fostering social development in fractured societies. This paper explores a football project implemented in Beslan, Russia following a 2004 terrorist attack. The purpose of this paper is to examine the approach adopted and the appropriateness of using football as a tool to promote peace amongst survivors of terrorism. It also focuses on the wider impact and significance of projects in comparable contexts.

This qualitative work examines interview data obtained from eight UK-based staff and two Russian project translators. Each British interviewee also participated in a focus group with their colleagues, which is explored here also.

Football-based interventions can have beneficial outcomes in certain conditions. It is important to consider contextual nuances, the degree of cultural significance and the various necessary conditions. The use of sport for peace promotion and other forms of social involvement are reliant on a variety of components, including the design and implementation of projects and the quality of staff, together with several environmental, logistical, relational and socio-political factors.

Despite the increase in sport-for-development initiatives, meaningful research in this context is lacking. This is particularly the case in relation to peace promotion. This paper addresses a variety of challenges, approaches and outcomes associated with such projects. This work is uniquely positioned, analysing a neglected political context; it deliberately examines an atypical, exploratory, problematic initiative executed in a dangerous environment and addresses many of the questions posed through such work.