Romania and Uganda roll out FIFA-backed women’s league commercial strategies

Romania and Uganda have completed pilot projects under FIFA’s Commercial Strategy Programme and launched commercial strategies aimed at strengthening the business foundations of their top women’s leagues.The programme is designed to help member associations build more sustainable women’s league models, using tailored planning around rights, audiences, partners and competition development.Both strategies are positioned as practical blueprints to improve monetisation and create clearer value propositions for clubs, sponsors and media partners.Razvan Burleanu, president of the Romanian Football Federation, said: “The Women’s SuperLiga must be a product with value, a space for performance, inspiration and belonging.”Romania’s strategy is dedicated exclusively to the Women’s SuperLiga and was presented to stakeholders at the federation’s Casa Fotbalului in Bucharest in early February.Attendees included federation and club representatives alongside sponsors, media, athletes and public sector figures, as the federation looked to broaden the league’s commercial ecosystem.FIFA’s women’s football leadership described Romania’s plan as a marker of how participation growth can be converted into structured commercial development.Uganda’s Federation of Uganda Football Associations launched the FUFA Women Super League Commercial Strategy at an event in Kampala in mid-February attended by around 150 stakeholders.The plan targets stronger commercial structures, improved elite competition delivery and talent pathways from grassroots through to the national league.The strategy also focuses on club professionalisation, player welfare and governance measures, alongside leadership development for women across the football system.Hon. Moses Magogo Hassim, FUFA president, said: “Our focus now is to professionalise women’s football, strengthen clubs and ensure sustainable investment that allows our players to reach their full potential.”The Uganda rollout builds on previous support delivered through FIFA programmes, including equipment provision for all 12 top-flight clubs and earlier campaign activity to grow participation.FIFA is now opening the Commercial Strategy Programme more widely, with the pilot learnings from Romania and Uganda intended to inform similar strategies across women’s leagues globally.