Abstract
Purpose: Through this dissertation, the researcher will make a comparative analysis of the
American and the French women’s soccer market. The aim of this comparison is to understand
the development of both markets, highlight their strengths and their weaknesses and make
recommendations in order. The researcher will try to show how to making money thanks to
women’s soccer
Methodology: The literature review allows the researcher to gain an important amount of
knowledge marketing and cultural aspects of women’s soccer. The researcher also conducted
a survey in France and in the USA thanks to a questionnaire reserved to persons involved in
soccer. Finally she interviewed an expert in women’s soccer through a semi-structured
interview.
Findings: the American market is a model in matters of women’s soccer, but it has some
weaknesses. Many strategies are implemented to market women’s soccer in the USA. French
federation have to make efforts if it wants to properly commercialize the sport.
Limitations: the researchers is not an expert in women’s soccer and lacks of experience in
conducing interviews and survey.
Practical implications: the markets, and in particular the French one have implement more
effective strategies to succeed.
Value of paper: the thesis will bring value for people how want to understand how to market
women’s soccer and what are the areas for improvement. Author keywords: Women’s soccer, sports marketing
