A new commercial vision for Romanian women’s football

Launched at an event at FRF headquarters in Bucharest this month, the commercial strategy sets out a pathway for taking the Women’s SuperLiga to new heights across the next four years.

Representatives from UEFA and FIFA, as well as clubs, sponsors, media and other key stakeholders were in attendance as FRF women’s football leaders outlined how they will develop a sustainable commercial model for the league.

Four strategic priorities

The strategy identifies four priority areas to guide professionalisation between now and 2030. The first focuses on increasing the visibility of the Women’s SuperLiga, targeting a substantial rise in positive media coverage and having at least 50% of matches televised live each season.

The second aims to strengthen relationships with brands and commercial partners, increasing sponsorship revenues by 20%. This will be supported by the implementation of professional standards in clubs' communications, marketing and fan engagement activities.

The strategy launch event took place the FRF headquarters, in Bucharest

The strategy goes beyond simply adding commercial value though, and includes measures designed to maximise football’s positive social impact. Its third pillar centres on deepening community engagement through stronger social media presence, using players as role models and more direct and diverse interaction with supporters.

Finally, the strategy positions the Women's SuperLiga as "more than a sport", encouraging clubs to take an active role in social responsibility initiatives and reinforcing women’s football as an integral part of Romania’s national sporting identity.

A continued commitment

The launch of the Women’s SuperLiga commercial strategy builds on the FRF’s broader commitment to the women’s game and is the latest in a series of milestones in the development of women’s football in Romania.

The country's women's national team was only founded in 1990, but the game has flourished in the years since. In 2021, the FRF introduced a five-year women’s football strategy, establishing of a dedicated women’s football department in 2022.

FRF president Răzvan Burleanu outlined the vision underlying the new strategy: "Sports development must be accompanied by commercial development, and the Women’s SuperLiga must be a product with value, a space for performance, inspiration and belonging," he said.

"The commercial strategy of the Women’s SuperLiga starts from a clear need – building a sustainable monetisation model, by transforming the competition into a media and community product, with a clear offer and measurable deliverables, capable of generating recurring revenues, growing audiences and value for partners, clubs and players,” Burleanu continued.

“Women’s football has surpassed the phase in which it can only be sustained through energy, enthusiasm and specific initiatives. The next stage means professionalisation – in delivery, common standards, investments in the product, content and match experience."