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Student investigates barriers to female engagement with football

Wednesday 31 July 2019

A DIGITAL Marketer from the Univeristy of Salford has revealed some reasons for the under-representation of female fans on clubs’ online and social media channels.

Simge Vurtak carried out research with Manchester City FC that has paved the way for future research in the area. 

Simge carried out interviews with female fans to attempt to emphasise the under-representation and suggest various tactics for a better relationship between the club and female fans. 

She said: “It was exciting for me to receive a brief from one of the world's greatest football clubs and to be able to successfully deliver an initial project that can be carried further. 

“I enjoyed the independence, starting from zero and then reaching a point where I can define some of the principal reasons for female under-representation on Manchester City's online channels.”

The research is set to be presented at the European Association for Sport Management (EASM) Conference in September. 

Simge was awarded the ‘Best Student Impact’ Dean’s award this year and has been shortlisted for the Manchester Inspiration Award in the Student category. 

She is also managing the marketing for FanFit, a digital fitness app project by the University of Salford for fans and clubs.

Dr Alex Fenton, Lecturer in Digital Business, said: “Simge is exactly the kind of master’s student that thrives in SBS - enthusiastic, capable, industry and research savvy. 

“It is these students that help us build and strengthen key partnerships with industry whilst building up their experience and assisting with our research.”

Simge added: “I think I made a perfect decision coming to the University of Salford. Location-wise, Manchester offers digital sectors a great hub for growth and innovation and Salford gives students and graduates advantageous access to key businesses, projects, and people in related sectors.”

Find out more

Chloe Deakin

0161 295 2237