The recognition of the role of sport development has led to an ever increasing number of organizations in the United States. For instance, American youth soccer organization (AYSO) which is the biggest national association for youth football in the united States. Sport is recognized by the main policy makers as a tool for development as it helps to achieve goals such as promoting education and gender equality among others. Sporting events contribute to social integration in the united States where it has been used to create social cohesion in societies tackling exclusion based on race, youth, gender and poverty. Similarly, the sport helps to promote teamwork, physical health and good sportsmanship among others.
Branding has become a key driver in the world of sport with many clubs, teams, events and competitions having become successful brands. Football players historically have not been referred to as brands despite been associated with significant brands via personal endorsement deals (Tim 64). This has started to change as players currently start to emerge as brands in their own right mostly remarkable Brandi Chastain’s, but emerging brands are now starting to challenge famous brands. The passion of players to become brands has contributed to many young women to participate in the sport.
The cultural capital is proposed as a model for an exploration of the consumer behavior of football fans. The youth association soccer is widely credited with attraction of the most significant fans in the world. This is so because of sports fandom, which is a source of excitement and pleasure for millions of consumers worldwide (Brendan 90). The loyalty of sports fans as consumers is the main success driver of women's soccer in the united States. The capital cultural explains where there is the attempt of raising social esteem levels via increased association with highly successful sports. The social identity proposes that the motivation to boost self-esteem causes individuals to identify themselves powerful with a successful soccer team. Fans who associate with the team with a remarkable record tend to experience a greater passion and seek on how to participate in such teams.
Donna De Varona is an example of a successful model who captured two gold medals in swimming in the 1964 Olympics. She became the first women TV sports broadcasters in 1965. She has helped to create the women’s sports foundation and fought for increased sports opportunities for women in high school, college and in the Olympics. She has been recognized as one of the most powerful women in sport and made a contribution in the 1999 women’s soccer world cup in the United State.
The united states team won the women’s world cup in 1991, and since it has become a remarkable team in women's sport. It has been rated as best in the world by FIFA rankings. It won the women’s world cup in 1999, and women’s gold medals in the Olympics, especially in 2004, 2008 and 2012. These successes have made the women's team extremely powerful in the women’s soccer. The Anson Dorrance has contributed much to the women’s soccer success since he was hired as head up the USWNT. He was the best coach to take the women's team forward and became the foundation for the USWNT’s future success. The women's team has dominated women’s soccer and is doing far better than the men's team in the United States.
Brandi Chastain is remembered for ripping off her shirt after shooting the match winning goal. She won the fifth kick in the penalty shootout against China, and other two gold medals in the women’s team. However, her celebration brought up a huge controversy because it was argued if women should be allowed to celebrate wildly like men, which made Chastain to write a book concerning women’s competitive sports (Robert 999). Although there is gender inequality in the soccer, various organizations and people have made a great contribution in the fight for gender equality in the United states’s sports.
Integrated Marketing Plan
Executive Summary
The Qatar 2022 supreme committee has established various goals to deliver on the promises it made. We hope the plan will succeed in getting more women’s youth aged between 6 and 17 to play in Qatar.
Background
Qatar was given the honor to host the 2022 FIFA world cup, and the Qatar 2022 supreme committee has a remarkable opportunity to achieve the above goal.
Targeting
The plan will target youth women with quality talent that are required to deliver an excellent outcome. The target group will be from high school, colleges and other institution such as an orphanage. It will train and develop these quality talent, and develop measures to retain them for far development. In order to make the youth women to participate Qatar sport, the plan will develop a framework for a center of excellence. The program will aim at eliminating discrimination and promoting equality among all races.
Positioning
Getting more women’s youth to play and have a passion in football will help in creating more sport brands in Qatar. It will also help to make more fans believe and support their team by not disappointing them via failures. The remarkable success record of women's team in various competitions is the key driver to achieve the goal.
Media plan
We will use the media to advertise the opportunity and explain its significance. The social media will ideal to target the youth women to participate in the project. The media will help in estimating the ideal budget for the project.
Evaluation
We will use the questionnaire and media to assess if the program has managed in getting more women’s youth aged between 6 and 17 to play and have a passion in football.
Works Cited
Brendan, Richardson. “New Consumers and Football Fandom: The Role of Social Habitus in Consumer Behavior.” Irish Journal of Management 25.1 (2004): p88-100.
Robert, Hoffmann. "International women's football and gender inequality." Applied Economics Letters. 13.15 (2006): 999-1001.
Tim, Delaney. “We Own This Game: A Season in the Adult World of Youth Football.” Library Journal 128. 15(2003: Vol. 64-64.
