Jones on the Bundesliga: "I believe the clubs have a responsibility"

As UEFA Ambassador at the UEFA Women's European Championship in Sweden, Steffi Jones’ diary was almost constantly full. The DFB’s Director for Women’s and Girls’ football not only attended various events with the aim of developing the women’s game, she also avidly followed Germany’s progress at the tournament. Her compatriots did not let her down, as they went on to lift the country’s eighth continental title in Solna.

In a DFB.de interview with editor Annette Seitz, Jones reflects on the tournament, analyses what effects the triumph could have on the Women’s Bundesliga and looks ahead to the forthcoming campaign.

DFB.de: Steffi Jones, the European Championship finished a few days ago. What has stayed with you the most?

Steffi Jones: A lot of things. As UEFA Ambassador I went along to many events over there. The tournament exceeded all expectations: the attendance numbers were very good, the enthusiasm for women’s football in Sweden is huge and the media coverage was vast. I think it marked another important step in the development of international women’s football. In terms of the on-field progress, it was clear that the game’s becoming increasingly competitive and that was reflected in the results. The athleticism and speed of the players has improved immensely, although the increased tempo of the games sometimes led to a greater number of misplaced passes.

DFB.de: What did you make of the performances of the German team?

Jones: I was very impressed with them, as they’re a young side and didn‘t have a great deal of tournament experience. Their team spirit was unbelievable and it was clear that they were all in it together. They never let their heads drop, even in the wake of all the criticism aimed at them after the group stage. Instead, they answered in the best way possible in the knockout rounds. Silvia Neid did a wonderful job and prepared the team superbly. I have huge respect for what she did, it was amazing.

DFB.de: The Bundesliga kick-off is not far off. What effects do you think the triumph will have on the league?

Jones: After the German national team’s previous tournament successes, the level of attention the league attracts is always higher, especially at the start of the season. The amount of spectators is bigger too. The real challenge is making the increased interest in the league permanent. When the women’s national team is at a tournament, women’s football is very popular, and that was highlighted by the viewing figures and overall reach at the European Championship in Sweden. The viewing figures and numbers of spectators are also remarkable for the national team’s games outside of a world or European championship. However, I admit that we haven’t yet succeeded in integrating those positive developments into the league on a permanent basis.

DFB.de: Why not?

Jones: I believe the clubs have a responsibility here too. It’s important for the structures within them to become more professional and unfortunately at the moment there’s still a huge disparity. At the DFB we try to offer support and encouragement so that the process of professionalization can advance. The 180,000 Euro television money given to each club per season is directly connected to the creation of full-time positions, such as that of the coach, chief executive or manager. We also offer workshops, for example for media training, have a Women’s Bundesliga committee where clubs can put forward their own ideas, and by introducing the league statute we want to keep making everything more professional.

DFB.de: What else?

Jones: Aside from that, Eurosport are interested in broadcasting Women’s Bundesliga matches live. That would give the clubs another fantastic platform, although DFB-TV already shows one game per matchday. Incidentally, the DFB invests around 350,000 per season to do that.

DFB.de: So you’re not expecting a boom period for the league on the back of the European title triumph?

Jones: I expect a lot of girls to become motivated to play football themselves after watching the inspiring performances of your young team at the Euro. I’m sure clubs will get an increased intake, as national team players are great role models. Interest in our league will also increase, as the majority of our players can be seen witnessed in action every weekend. But we can only achieve sustainability if we work on the structures. That includes everything from the stadiums to media work and public relations, right through to attracting sponsors. Unfortunately the conditions in place at the clubs are still too diverse.

DFB.de: There will be an opening game for the first time in the Women’s Bundesliga, with VfL Wolfsburg hosting Bayern Munich on 7 September. What are you expecting from the match?

Jones: Turning the matchdays into a big event is a tried and tested method of increasing interest in the league, the clubs and the players. Wolfsburg have had success in including some of their players in family days with lots of activities going on, while 1. FFC Frankfurt have not only offered their fans quality football for the last few years, they also offer an attractive all-round programme. On the other hand there are places where tradition and a sense of belonging to the club are important, such as in Potsdam.

DFB.de: Are there any other approaches that are successful?

Jones: Yes, personalisation is important. Now’s the time to use the European champions to advertise the game and attract more fans. They’ll be able to see the stars of the Euro almost every weekend in a stadium and that’s fantastic. Basically it’s important to find a good blend while maintaining the club’s identity. Each club has to find their own way.

DFB.de: What are you most looking forward to in the new season?

Jones: I’m looking forward to exciting and entertaining games and I hope that the championship race will stay open right until the end.