The KNVB’s marketing campaign for the 2017 UEFA Women's Championship’s finals has been shortlisted for this year’s UEFA GROW Awards. The awards are presented in recognition of European football associations' innovative and far-sighted ways of promoting the sport. The scheme (formerly known as the UEFA KISS marketing awards) was launched in 2011 and has five categories.
This year, the KNVB’s WEURO Campaign is one of three shortlisted projects (out of 14 applications) in the Women’s Football Marketing category. The other two projects are the Portuguese Football Federation’s Respond On Pitch campaign and the Scottish Football Association’s Soccer Centres presented by SSE.
The 15 associations on the UEFA shortlists will showcase their project in a ten-minute presentation on the second day of the UEFA GROW Conference in Riga on 30 and 31 October. The jury will then select the best project in each category based on the quality of the nomination documents and presentations. The winners will be announced later in the evening.
The finals of the 2017 UEFA Women's Championship, held in the Netherlands from 16 July to 6 August 2017, were a massive success, both in terms of the quality of the tournament and the impact it has had on the game, particularly in the Netherlands.
“WEURO 2017 has had a positive effect on girl’s and women’s football.”
Ticket sales were high with quite a few matches attracting a sell-out crowd, including the final which was won by the host nation. WEURO fixtures were shown live on Dutch television. During and immediately after the event, membership in girl’s and women’s football rose sharply.
Recent research has shown that 70 percent of the Dutch now take an interest in women's football, which is now the country’s most popular women's sport.