Josh Emerson, global marketing and communications manager at Girls United, a grassroots football organisation, said: “For this World Cup to be as successful from a grassroots perspective, grassroots needs to be thought about and it needs to be included in a lot of the conversations that are happening and a lot of the investment that’s going into the game. So whether that’s investment into the very top level [such as] TV deals and sponsorship deals, grassroots needs to be included very explicitly in that.”
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