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Our support



Our Grow programme offers on-demand strategic support to help European football associations maximise business-critical projects’ return on investment.

UEFA Grow committed to growing European football
UEFA Grow committed to growing European football ©UEFA.com

Our Grow programme offers individual strategic support to each of our 55 member associations to align football development activities with their own strategic priorities as well as UEFA's overall vision for European football. By running on-site workshops and webinars and delivering specific tools and services, we aim to help associations deliver a measurable return on investment.

"UEFA Grow offers tailored consultation services to associations... from building a better image of football, to increasing revenue opportunities and getting more people to play our beautiful game."

Zoran Laković, UEFA national associations director

We set up Grow in 2015 after a comprehensive analysis of trends in the European football industry. The programme was initially tasked with helping associations in four areas of mission-critical business: image, participation, revenue and engagement. Following six successful pilot projects in Azerbaijan, Finland, Malta, Northern Ireland, Portugal and Slovenia, we offered Grow support to all European associations.

Mission-critical support for associations

Based on a strategic shift in the programme's focus in 2022, Grow currently offers business-critical expertise to:

  • identify football development trends
  • explore business opportunities
  • support strategic growth
  • assess football’s social impact
  • strengthen professional networks.

Operating more strategically and sustainably brings benefits both for an association’s reputation and the wider national football pyramid.

Grow produces benchmark reports so associations can assess their performance and single out areas for improvement. We also draw on peer group support to identify ways to improve the day-to-day running of associations.

Related Grow support

  • Strategic management: assisting with long-term planning, strategy implementation, and regular monitoring and reporting.
  • Financial management: providing insights into financial management, including strategic use of resources.
  • HR/organisational management: analysing organisational structures and supporting people management.
  • Communication: strengthening communication skills.

We help associations make evidence-based decisions to improve national performance and facilities – from grassroots to elite level.

Related Grow support

  • High performance: conducting research that identifies trends and opportunities.
  • Facilities: using technology and artificial intelligence to map existing national and local infrastructure; helping associations to plan, build partnerships and secure financial support.
  • Grassroots football: increasing rates of participation and retention.

We provide services and tools designed to establish associations as undisputed experts on football in their respective countries:

Related Grow support

  • Trends: identifying and monitoring key trends destined to have a lasting impact on European football.
  • Research: conducting quantitative and qualitative research to guide strategic decision-making and investment.
  • Data tools: applying data analysis to better understand national ecosystems.
  • Knowledge management: sharing existing knowledge efficiently with the wider football community.

Grow uses revenue improvement plans and strategies to help associations recognise potential commercial and marketing opportunities. We also apply technology strategies to make business processes more efficient and to identify synergies.

Related Grow support

  • Business development: assessing the sports business landscape, fostering new opportunities for growth and identifying potential risks – all with the goal of creating more robust national football ecosystems.
  • Marketing: laying the foundations for commercial success through strategic marketing, brand management, customer relationship management and other marketing activities.
  • Commercial development: analysing current and potential revenue streams, with a focus on sustainable revenue generation and long-term financial stability.
  • Technology: ensuring associations have the skills and systems in place to adapt to future trends and technological change.

Grow provides peer-reviewed tools that assess football's social impact, direct and in-kind. These measure the game's contribution to the UN sustainable development goals and national and/or European policies. We also help associations explore new financing and investment models.

This type of support can help associations build the case for new funding partnerships with local and national governments.

Related Grow support

  • Impact evaluation: quantifying the added financial value of association projects, nationally and locally.
  • Public affairs: improving expertise in public affairs, so associations can align objectives with the European Union (EU) policy – at national and regional level
  • Funding partnerships: applying innovative financial models that encourage amateur clubs to incorporate environmental and sustainability principles into their activities.
  • Policy alignment: helping associations identify where their strategies align with EU and Council of Europe policies and how they create potential opportunities for cooperation and co-funding.

Our workshops, webinars and conferences ensure Europe’s associations can regularly share knowledge, challenges and best practices, and also explore joint solutions.

Related Grow support

  • Events: building networks and exchange ideas and practical solutions.
  • Awards: highlighting successful initiatives that can serve as a blueprint for other associations to adapt and use.
  • Knowledge sharing: providing access to our ever-growing database of best practice and inspirational projects and approaches.
  • Onboarding: offering onboarding sessions for new employees to explain how they can leverage the Grow programme.