Primary Research

US Female Football Player Interview Wynada ● Parents are divorced but good relationship with both ● Sibling twins boy girl, 11 years old ● Close when I’m with them ● Role model growing up ­ grandfather, architect ○ he would lick his butter knife, i would do it too and my mom always yelled at me ● Mom role model now ­ single working mom ­ raised me and my siblings well ­ very close ○ don’t stay in touch very well, can call her always ● Wake up and leave ­ Probably 15 minutes before class, five minutes to get dressed and 10 for makeup ­ shower adds an hour ● Planner ­ my entire life is planned out ­ anything important i’m on time to ­ everything else i’m a couple minutes late to ­ always been like that ­ ○ 5th grade city bus to school, ● Leadership position ­ always had one in something ­ student council ­ mixed race club ­ discussion ­ always student government (secretary, treasurer) ­ community service ● Varsity all four years ­ captain senior year ● 5 words: hard work, dedication, fun, teamwork, friends for life ● When did you start playing? third grade ­ into ballet before/little league baseball/basketball ○ my neighbors were directors of the league ­ they got her to try ­ very athletic child ● First memory of soccer ­ friday practice were the most fun ­ world cup game/like heads up 7up ­ picking your country was a big thing ● “100% about the team, if i don’t like the girls, it’s not worth doing it” ­ ● We always make fun of our captain when she says sisterhood ○ One of my teammates calls me mom ○ You always have their back, would do anythign for the other ● Captain plays a big part, coach too ● A bad coach changes everything, everyones mentality ­ you envision his head on the ball when you kick ­ it becomes too individual and you’re not working on the team ○ Demoralizing is not good for the game ○ Takes all of the fun out of it ● Have you ever considered dropping? Yes. The people keep me. it also keeps me active. ● Very time consuming ­ got recruited to go D1 but she got physical injuries ­ i don’t want to commit my whole life to it ­ make it career ­ industrial design major ● Practice ­ ritual ­ getting settled ­ talking ­ say hi to everyone who comes in ­ everyone moans and groans when they get their then get into warm ups ­ we all know everyones drama ­

1 bonding time ● Games ­ super competitive ­ we don’t hold it against anyone ­ we don’t hate each other when we fuck up ­ all very competitive ○ Our captain will scream at us to be better but you put us in the game and we all come to play ● A lot of times you don’t want to be there, whether its because you haven’t slept or whatever, but halfway through it changes. But you do it for the girl next to you. You’re not just there for you, you’re not just there for the work out.

Molly ● Did you have a role model while growing up? Mia Hamm ● Do you have a role model now? Nope! ● What’s your morning routine like? Get up 7:20, eat yogurt while getting dressed, go to bathroom wash face brush teeth, then put on make­up (just mascara), pack bag and leave room at 7:40 for class. ● How do you a planner for your daily schedule? If not, how do you organize your activities? Do you have a schedule now? Yes, have a planner. Have a subject notebook and have binders for each class to put loose­leaf paper. ● Are you currently single? Yep ● Do you want to be single or in a relationship? (Probe) Would like to be in a relationship but is ok with being single. ● What are 5 words that come to your mind when you hear the word soccer? Running, soccer ball, cleats, shin guards, defense ● When did you began playing soccer? Began playing when she was 5 years old. Played through high school and a little intramural soccer till junior year – not anymore though. ● Explain your first soccer experience (Grand Tour Technique) In elementary school, played goalie and did cart wheels. In high school she scored a goal – typically played defense. Like playing co­ed then with girls – she likes being more aggressive ● What is your favorite (or enjoyable) soccer experience? (Probe) The night before every game they had baked ziti with team. Got to be with friends. Loved warm­up before games in high school also. 2 ● What was the moment you decided to play soccer? (Probe) Tried a bunch of different things and stuck with it because she really liked it. In high school she wanted to see if she make the team. Eventually become a kind of routine. More fun playing on rec. team because it wasn’t very competitive. As they got older it got more competitive so it was a different kind of fun. Enjoy playing a lot. ● Have you ever considered dropping soccer? (Probe) Stopped playing because she didn’t try out for club – to afraid. Stopped because of the inconvience but would like to play again. Would like to continue in some form throughout life.

Nicole ● Tell me about your family (probe) Both parents, older brother (2 years older than her) never did sports. No extended family. Lived in the same home her entire life. ● Did you have a role model while growing up? Dad – because he was athletic. Still extremely fit even though he doesn’t work out. Always played some sport growing up. ● Do you have a role model now? Still dad. No famous influences – didn’t grow up with cable TV. Looked up to whoever was there in the moment with her. ● What’s your morning routine like? Alarm goes on – gets up. Check all social media. In season sometime goes for a run in the morning, eat breakfast. Open curtains, goes to the bathroom, open emails, check music, gets dressed. No make­up, hair in braid, yoga pants, sweatshirts. Works at Ischool as secretary for student services twice a week. ● Do you have a planner for your daily schedule? If not, how do you organize your activities? Do you have a schedule now? Calendar updates on Ical, make notes on Iphone, handwrites lists. When younger used planner. Even though she doesn't use a calendar she is fairly organized. ● Are you currently single? Yes. ● Do you want to be single or in a relationship? Single, doesn’t mind being single, wants to be able to move around. Going to Australia with best friend who is in her sorority. ● What are 5 words that come to your mind when you hear the word soccer? Fun, passion, aggression, release, traveling ● When did you began playing soccer? 3 Began playing at around 5 years old. Very involved in all sports, basketball, baseball, swim team lacrosse, track. Dad played hockey – but thought it was a little much. Parents all joined the kids so that they could be friends and they could friends ● Explain your first soccer experience (Grand Tour Technique) Getting to her first tryout. He family was there to drop her off, her dad stayed. Thought dad would be her coach but he didn’t and she started crying. Wouldn’t participate at the first practice. As a kid they were shy didn’t want to talk to most people. ** Always her dad ● What is your favorite (or enjoyable) soccer experience? (Probe) During high school. She was on the club team for a while. Wanted to go on a better team, played with another team for another year. She broke her foot but they still wanted her. Says she was lucky. At the end of the year her coach pulled her aside and said to her: “Nicole you have improved so much, when you are on the field you improve the entire time”. ● What was the moment you decided to play soccer? (Probe) Look above to question on which year she began playing. ● Have you ever considered dropping soccer? (Probe) There was never a moment when she said she wouldn't want to play at all. But early in HS she was playing on several teams and there was certain times she didn’t want to play on all the teams. She hated the Olympic team she was on. Still wanted to play soccer senior year after pulling ACL. Wanted to calm down but didn't want to quiet. She quiet ODP (Olympic team). She was on the ODP team for 4 years. Started in middle school, huge tryouts and cuts for the team and throughout the year coaches cut the team down even more. She claimed it was very stressful. She wasn’t having fun, everyone had to be crazy talented, it was very competitive and very stressful. Practice was at 7am on Sundays. Parents wanted to stay so she would have the best chance to play in college, but she disliked it so much so she quiet. Even though it gave her a better chance to play in college she quiet because soccer is all about enjoying the sport. ● What are the reasons why you are still playing soccer when it is not your professional career? (Probe) Loves the sport, she has put so much time and effort into it, if you have the opportunity to play why not. “It would be very weird to not do soccer all the time”. ● On a scale of 1 to 10, where would you rate your family’s socioeconomic status ­ when you started playing soccer and right now Take us through an ordinary soccer practice, play by play. Syracuse: Center­mid and a captain. Gets there warms up and drills – depending on past game they decide what they need to practice. I.e. possession drill. Play a scrimmage. Sometimes she gets annoyed and yells at players when they are being silly and not serious. But they have short practices if people put the work that they needed to. Dedication is important, they want to take it seriously even if it’s only club soccer. They understand the importance of hard­work.

4 ● Take us through an ordinary soccer match, play by play. Must be at the game at least 45 minutes before game. Have 15 minutes to hangout and talk. Half an hour before game do warm­ups. They do dynamic stretches. Play keep away games, practice shooting., then play the game. Games usually 40 minutes. 7 games and play regional teams.

Liz ● Youngest sibling of four ­ two brothers and 1 younger sister ● Her sister was her role model while growing up, and still kind of is right now ● Even though she hits the snooze button in the morning, she is a crazy planner for her schedule ­ color coded as well. (learned from her mom) ● She is currently single and want to stay single ­ she wants to enjoy her life right now ● 5 words to describe soccer: ○ passion, determination, love, teamwork, hard work ● She started playing soccer because of her family. Her parents are athletes, and her older sister played field hockey. Even though she looks up to her, she wanted to be different from her ○ Her favorite soccer experience is when her high school team played to sectionals’ finals. Even though the team was defeated, she felt like her team played their best and that she could really feel the teamwork while playing. Her family was also a big role: they were there to support her and to cheer her on. ○ She considered dropping soccer this academic year, actually. She felt like soccer was a stress reliever for her and that it should be fun and at the same time keep her in shape. However, she had some issues with her teammates, and it was no longer a stress reliever or fun to her anymore. (Teammates are very important in soccer) ● Her family was comfortable in terms of socioeconomic status. They could afford her to go to soccer camps for extra training. ● She grew up in a very competitive family: even between siblings. ● Extra notes: “Soccer is my first love”

Kelsey C.

5 ● Started playing when she was 4 ­ when little play on coed teams ­ everyone plays together ● Family is super crazy, super busy, constantly needing to do something ­ 2 little kids plus her (brother 14, sister 9) ­ Both parents teachers ­ dad played hockey ● Role model ­ when i was really little, my cousin Jared ­ no one really comes to mind ­ within family === now ­ no ● Morning routine ­ depends on how early i have to wake up/where i’m going ­ early class don’t really get ready ● Planner ­ YESSS. Color coordinated. ● In relationship. Five years. ● Soccer ­ started around 4. ○ ­ when i was little i was a really good runner, always number 5, picture memory, always liked playing forward ­ family/grandparents were there at game ­ some little boy said something about not being able to play soccer well ­ girl power ­ “i wanted to make sure everyone knew girls could play really well too” ○ ­ i’m assuming my parents signed me up because thats what parents do ○ ­ played from 4 to 18 ○ ­ stopped because as i got older i was less dedicated to soccer ­ didn’t like my coach ­ a lot of people quit ○ ­ when i was little i always seemed to have one friend on the team that i was really close with, everyone liked each other, everyone knew how to play with each other ○ ­ different/commonality bond with those girls ● Family average income, consistent ● Now that i don’t play it, I miss it. It was something i liked being committed to. I could be happy, run around, be good at something with other people. ● When it comes to sports, we’re really big into hockey and soccer. We all go together to go watch all the games. It’s like a family bonding thing. ● Most proud: My team was undefeated the entire season ­ every time we won it was really exciting ­ we all got to go to the big championship/playoffs (MTA) ­ 2008, sophomore ● **When I was a little girl, I remember being really proud of my soccer ball of the season ­ something i would bring to practice and games, silver ball. ● Even the pride of getting your number was great.

Interview with Abraham - Qatar Business Council: Indep. Company

● Qatar never sees Dubai as competition but more as compliment when being compared with them. ● Technology is embraced. Government is putting more money towards technology advancement, especially on Internet. Mobile is at 100%penetration ­ a lot of citizens arl on both phone and

6 iPad. When sending out special announcement, marketers need to take into account of the Smartphone use. ● Qataris are moving toward a healthier lifestyle.Being healthy is becoming more important, but it is still on the bottom of their priority list. ● Qatari citizens respond well to the government incentive of gender equality. ● Qataris are ambitious and are global thinkers. They have big visions for their own futures and the future of Qatar.

7

Pakistan Primary Qualtrics: “questionnaires” & personal interviews

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

Secondary Research

Mintel Sporting Goods: Team Sports ­ US ­ August 2008

28

Sports Played in the past 12 months, by household income, January­November 2007

29 30

31 32 33

34

35

Simmons

Case Studies

U.S. wins inaugural women’s soccer gold in 1996

U.S. players Cindy Parlow (3), Briana Scurry (1), Joy Fawcett (14) and Carin Gabarra (12) celebrate their 2­1 victory over China. (Photo by Ruediger Fessel/Bongarts/Getty Images)

By Phil Minshull, Special to Universal Sports

Team USA won 44 gold medals in 1996, when the Olympics were last held in the United States with Atlanta being the host city, but few were as dramatic and thrilling as the triumph by the U.S. women’s soccer team.

The U.S. had taken third place at the previous year’s FIFA Women’s World Cup in Sweden but the reigning world champions Norway arrived in Atlanta as the clear favorites for the initial Olympic

36 women’s soccer tournament.

Captained by midfielder Julie Foudy, the U.S. women opened their preliminary group account with a comfortable 3­0 victory over Denmark before going on to beat Sweden 2­1.

However, a 0­0 draw against China, who they had beaten 2­0 in the third­place match at the World Cup, meant that the U.S. finished second in their group on goal difference and had to face Norway in the semi­finals.

In a match of high tension at Athens’ Sanford Stadium, the U.S. fell behind after 18 minutes but eventually got back on level terms 14 minutes before the end thanks to a Michelle Akers penalty.

Ten minutes into sudden death overtime, Shannon MacMillan found the net for the decisive goal to secure a return to the Sanford Stadium three days later and put the U.S. into the gold medal match against a familiar foe, China.

In the final, in front of almost exuberant 77,000 fans, MacMillan was again the heroine.

She opened the scoring after 19 minutes, pouncing on a loose ball after a Mia Hamm shot had rebounded off the post.

Although China equalized after 32 minutes and continued to keep up the pressure, Tiffeny Milbrett put the U.S. ahead again with 22 minutes left to play and Foudy marshaled her team successfully through some anxious moments during the remainder of the match. The U.S. won Olympic gold with a 2­1 victory over China.

Buoyed by their Olympic triumph, the core of the U.S. squad were to go on and win the World Cup three years later in 1999.

37 Information from http://universalsports.com/2012/04/23/u­s­wins­inaugural­womens­soccer­gold­in­1996/

38 Reactions from our Keep Her in the Game campaign

Since the launch of our Keep Her in the Game campaign in June, we have received an immense amount of positive feedback and praise from people affected by its message. From TV screens to movie theaters to social media, the reaction our statistic – by age 14, girls are dropping out of sports at twice the rate boys do –created was exactly what we set out to do. One of the most memorable letters we got was from a 13­year­old girl named Melissa. Read what Melissa has to say about Keep Her in the Game:

I saw your "Keep Her in the Game" commercial recently and I just wanted you to know how much it means to me. I'm 13 years old and an avid soccer player and track star. Coming from an athletic family, I never had a problem with being muscular or athletic. That is, until recently.

No one else in my grade plays any serious sports like I do. It's hard for me to ignore the fact that I am more muscular than a lot of the guys in my grade and eat more than any girl in my grade. It's now something I am always aware of and I find it embarrassing from time to time. I've never once thought about quitting soccer or dropping my workout routines, but in the past year or so, I've stopped eating as much, mostly from anxiety but also because all the protein I would eat would cause me to gain more muscle. It's always been hard to find clothes I'm comfortable in when my friends can go out in dresses and skirts. Don't get me wrong, I love dresses and heels but I never feel like I look good in them.

Sports are something I practically find necessary to my being and your commercial really made me smile. I am so happy that someone is bringing to light the fact that many girls want to go from fit to thin. I hope your foundation opens more people's eyes because it really is an important matter. I also hope more girls realize that if you're going to be in your body for the rest of your life, you might as well keep it healthy.

Since seeing your commercial, I realize that I should be proud to say that I am captain of my soccer team and when I step into my center defender role, I do play my hardest. I shouldn't be embarrassed to say that I can outrun many of my competitors and I've held my MVP track title for 2 years.

Your project to keep girls in the game is something anybody should be proud to be a part of. Please keep up the good work, it has really helped me, and I'm sure many other girls around my age.

Link to “Keep her in the Game” http://www.womenssportsfoundation.org/home/support­us/keep­her­in­the­game

Information from Womenssportsfoundation.com

39

40 AYSO and US Youth Soccer

information from: www.ayso.org

Why AYSO?

AYSO is child­first and child focused. We are a soccer organization with happy, healthy kids as our passion.

Every decision, every rule and every program has "what's good for kids" as its basis. Every girl and boy stepping on a soccer field for the first time can have fun. AYSO's child­first approach also makes it one of the finest player development programs. Everybody likes to win, but developing successful players and people is what's fundamental in AYSO.

You can set a soccer ball down on any corner in the world and have friends. It is a global sport that Americans have embraced in record numbers... because it's fun even with a beginner's skill. It's also a game you can play and enjoy for the rest of your life (U­5 soccer is one of the fastest growing levels in the U.S.!)

With children's natural joy in running and kicking, soccer builds on these two skills and adds in techniques to control the ball and work as a team. It also encourages creative decision making and strategic thinking. And it's a fast game that keeps each player moving the entire time. In AYSO there's no spending the game on the bench!

AYSO has age appropriate small­sided games. A full size soccer team has 11 players on the field. But smaller­sided teams for younger children allow more touches on the ball and a more successful soccer learning environment.

AYSO small­sided games emulate classic "street soccer" where children of many skill levels choose up teams and play together for a fun neighborhood game. This is a similar environment to where many of the greatest soccer players in the world developed their skills. Small­sided games continue as excellent development

information from: www.usyouthsoccer.org

What is US Youth Soccer Welcome to US Youth Soccer The Game for All Kids!® At US Youth Soccer we provide a fun, safe and healthy game for ALL KIDS...big kids, little kids, tall kids, short kids, young kids, older kids...kids who want to play for one season, kids who want to play for twenty seasons, kids who play strictly for fun, and kids who want to compete at the highest level possible. Kids are different, and because they are different their physical, social and psychological needs are different. We at US YOUTH SOCCER recognize this and our programs are aimed at meeting the different needs of ALL KIDS.

41

US Youth Soccer...The Game For ALL Kids!®

US Youth Soccer provides a healthy activity through its recreational and small sided games programs. These programs emphasize FUN, and de­emphasize winning at all costs. Every child is guaranteed playing time and the game is taught in a fun and enjoyable atmosphere.

For the player with advanced skills and greater ambition, highly competitive leagues are offered. This player might have his or her sights set on a college soccer scholarship or playing for the U. S. Olympic or National teams.

US Youth Soccer is the largest member of the United States Soccer Federation, the governing body for soccer in the United States. US Youth Soccer is a nationwide body of over 600,000 volunteers and administrators, and over 300,000 dedicated coaches, most of who also are volunteers. US Youth Soccer registers over 3,000,000 youth players between the ages of five and nineteen. US Youth Soccer is made up of 55 member State Associations; one in each state, and two in California, New York, Ohio, Pennsylvania and Texas.

US Youth Soccer is non­profit and educational organization whose mission is to foster the physical, mental and emotional growth and development of America's youth through the sport of soccer at all levels of age and competition. Our job is also to make it fun, and instill in young players a lifelong passion for the sport.

From its humble beginnings in 1974 with just more than 100,000 registered players to its current registration of more than 3 million, US Youth Soccer has always been recognized as a leader in youth sports organizations. Through a democratic structure, the membership of US Youth Soccer is able to provide uniform rules and guidelines. These guidelines facilitate intra­state, inter­state and international play. US Youth Soccer is also able to provide a structured appeals process, and its marketing and licensing programs help US Youth Soccer hold down player costs while providing revenue for increased services. The national administration of US Youth Soccer is conducted by an eleven member Board of Directors consisting of a President, Vice President, Secretary, Treasurer, four Regional Directors, a Member at Large and two Independent Directors. Each of these board members are elected into office by delegates from the 55 member State Associations. A twelfth position, that of Past President, is held by the past president for a single term of two years.

The US Youth Soccer membership is divided into four regions, each with a Director elected to the

42 board. The regions are essentially East (Region I), Midwest (Region II), South (Region III) and West (Region IV). Each State Association has a Board of Directors, elected by delegates from their member leagues, clubs or teams.

US Youth Soccer is a member of a much larger soccer community, and therefore its players are members of this world community. Here's how it works. Boys and girls register to play with one of the 6,000 + clubs or leagues formed by their State Association. Each of the 55 State Associations across America are members of US Youth Soccer and US Soccer (there are two other divisions, US AMATEUR SOCCER for adults, and the professional division). US Soccer, along with over 197 other national soccer organizations, are members of FIFA, the Federation Internationale de Football Association. FIFA serves as the international governing body for soccer and US Soccer has been a member since 1913. Together, local, national and international organizations form a family of support for the young soccer players of America.

US Youth Soccer Youtube Page: http://www.youtube.com/usyouthsoccer

43

“If You Let me Play”

Information from: Flynn, Bryan. “If You Let me Play” www.jacksonfreepress.com.

In 1995, Nike produced an iconic commercial. In it, young girls cited facts and figures about the benefits of girls playing sports.

"If you let me play, I will like myself more," the first girl said, followed by another saying, "I'll be more self-confident." One girl stated statistics on reduced breast-cancer rates (60 percent less likely), and others cited research showing lower rates of depression and teen pregnancy "if you let me play sports." A solemn little girl sitting on a swing said, "I will be more likely to leave a man who beats me."

Just about everyone who saw it still remembers the ad. Nike, nearly always ahead of the curve, recognized that women were an under-tapped market for its athletic shoes and apparel. The commercial has been criticized and praised, but you can't deny that it sparked a change by finally acknowledging that women played sports and that it was good for them.

The fuel for growth in women's sports is Title IX.

Also known as the Mink Equal Opportunity in Education Act, Title IX became law June 23, 1972. The law states, in part, "No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of or be subjected to discrimination under any education program or activity receiving federal financial assistance." The act strives to end sexual discrimination in all educational opportunities, but its biggest impact may be on athletics; Title IX forced schools and universities across the country to stop starving their women's sports programs.

Think about this: Before Title IX, one in 25 women or girls played sports. Today, nearly 40 years later, that rate has mushroomed: One in three women or girls play sports.

Here are some of the big women's moments that have happened with the first generation of girls to play sports after Title IX.

In the 1999 finals of Women's World Cup, the United State scored a victory over China. After making the game-winning kick in a penalty shootout, Brandi Chastain ripped off her jersey

44 and fell to her knees in a great show of emotion. Here was a woman showing the sheer joy of accomplishment.

Chastain's spur-of-the-moment exuberance has become iconic, and several news magazines featured her photo.

Title IX has allowed one strong woman, Pat Summitt, to build a women's basketball program that rivals any of the men's. Summitt's University of Connecticut women have had winning streaks not seen since John Wooden at UCLA. Wooden's UCLA men's team won 88 straight games from 1970-71. The Uconn women had a streak of 70 wins that broke in 2003. Five years later, a new group of extraordinary women went on to win 90 straight games. No streak in college basketball is longer, and Summitt has more wins as a college basketball coach than any man or woman who has ever coached the sport.

This past summer, women's soccer caught the country's attention once more. The Women's World Cup in Germany provided several great moments by skilled players like Abby Wambach and Hope Solo.

Women are also slowly breaking into some boys-club sports as well. Danica Patrick is only the fourth woman to race in the Daytona 500 and the first woman driver since Shawna Robinson ran the race in 2002. Patrick is the only woman to win a race in the Indy Car Race Series. She won the Indy Japan 300 in 2008, and her third-place 2009 Indianapolis 500 finish is the highest ever by a woman.

Since the passage of Title IX, women's sports broadcasting has gained momentum. Seeing women on TV engaged in sports is no longer relegated to Olympic years, gymnastics or figure skating. Now, networks show every game of the Women's NCAA basketball tournament and the Women's World Cup. Women started the WNBA in 1997, and it's still going strong 15 years later.

As the Nike commercial pointed out, women playing sports is not all about accomplishments on the field. Recent studies from such prestigious institutions as the University of Pennsylvania's Wharton School of Business show that girls who play high school sports are 20 percent more likely to graduate and 20 percent more likely to go on to college. Other studies show that girls who play sports have more self-esteem, earn higher grades and are less likely to become teen mothers. Girls are also less likely to become obese later in life if they play

45 sports.

As women have become a bigger part of the sports world, studies show their participation helps women in the business world. Female athletes succeed in business and are more likely to be hired later in life than their non-sports playing counterparts.

Women who played sports are in the boardrooms and succeeding at the top of thriving companies. One of the best examples is Kraft CEO Irene Rosenfeld, who played sports in high school and at Cornell University.

I'd be crazy to say that sports will solve every problem for women, but it has helped open doors previously closed to them. Title IX has had a major impact on leveling the playing field for America's girls and women.

More information including the quotes from Grow and Wolberg from:

Yarbrough, Marilyn V. "If You Let Me Play." Marquette Sports Law Review 6.2 (1996): 229­38. Web.

46