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Teams at every step of the pyramid will be encouraged to embrace AI as part of a new partnership the Football Association’s director of women’s football hopes will help boost attendances at overlooked local clubs. On Thursday the FA announced a new three-year deal which will see tech company Adobe take over as title sponsor for the Women’s FA Cup, which this year boasts a doubled prize pot from £3million to £6m. But while the women’s game has witnessed unprecedented recent growth, particularly following the Lionesses’ Euro 2022 triumph, Baroness Sue Campbell admits clubs below the top tiers have not equally benefitted from the boost. The FA’s director of women’s football told the PA news agency: “If you’re talking about Newcastle in tier three, they’re getting 20,000 people through the gates already, but you could also be talking about another club at tier three who are lucky if they get two people at a game. “So we’ve got a long way to go still to get people to commit to come. There are a lot of lessons to learn by looking around, we’ve really done some good looks across at the United States where they get massive audiences for relatively low-tier games, but I think there’s a different culture in the way Americans either play sport or watch it. “So we are having to build that culture of attending women’s games. The volume of interest is just growing and growing (but) people aren’t used to going and looking at their local women’s team. “I think that’s what part of this (partnership) is about, using the FA Cup to connect clubs with their local population, their local community, looking at how they generate content which excites people to want to come, which gives them an interest in the individuals that are playing.” Marketing is key to drawing those audiences, but, like ticket sales, staffing and resources across the lower tiers of English women’s football vary wildly. Part of the new partnership will see Adobe give access to and train all 460 clubs in the competition on what it describes as an “AI-first” content creation app the FA hopes will allow teams to better market and promote themselves to boost interest and attendances, without putting undue strain on already-stretched staff. Campbell, who in September announced she will retire from her role at the FA in 2024 after eight years, appreciates a one-size-fits all approach will not work but is optimistic about the technology’s potential. She said: “We’ll have to think about how we support those clubs that perhaps are the one-person club, where they are trying to organise the post, send out the kit and also do the marketing. “I hope we can actually enable these people to do things they perhaps don’t even know right now they are capable of doing. I think we will have to tailor it according to what is there, but we’ve got really good intelligence from the FA’s point of view about where every club in that structure is, and I’m sure we can adapt.” Beyond the practical and potential financial advantage there is, at least for Campbell, also a more philosophical benefit in putting the latest tech in the hands of hundreds of clubs. She added: “I think women and girls often haven’t had a voice, and certainly not in football. We’re gradually giving them one, and I think therefore the potential is just enormous.” Read More Stephen Kenny believes he leaves behind a ‘great job’ for Ireland successor Stephen Kenny leaves role as Ireland manager after contract is not renewed Owen Farrell not planning to end his England career any time soon Lionel Messi condemns treatment of Argentina fans during clash with Brazil Everton have extra motivation following points deduction – director of football What happens next for Wales as they look to book a place at Euro 2024?

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Stephen Kenny is confident he leaves behind a “great job” for someone else after his contract as Republic of Ireland manager was not renewed. Kenny’s side finished fourth in their Euro 2024 qualifying group, winning just two of eight matches, and after Tuesday’s 1-1 friendly draw with New Zealand the Football Association of Ireland made the swift announcement it would not be extending his stay. The 52-year-old’s three-and-a-half-year reign brought huge change, but crucially not enough wins, and while opinions will differ on his legacy he firmly believes the squad he has reshaped – Kenny has handed competitive debuts to 26 players during his time in charge – will serve his successor well. “Listen, I think it’s a very exciting squad. I think it’s a great job now, it’s an absolutely great job now with the talent, but talent with experience – and they’ll get better between now and the Nations League,” he said, speaking before the news was announced. “It’s not until next September now, but they’ll have much more club experience under their belt as well and I think if you picked your best squad there with everyone fit, there’s a lot of talent in it and I think it’s a very good job now, that’s the way I feel.” Kenny has had little choice but to blood a new generation of attacking players, in particular with David McGoldrick’s retirement in November 2020, prompting him to turn to Adam Idah, Michael Obafemi and Chiedozie Ogbene and later the blossoming talent of Evan Ferguson and Celtic winger Mikey Johnston. However, while there have been creditable performances and near misses – Portugal needed a last-gasp double to deny Ireland a famous World Cup qualifier victory in Faro in September 2021 – a return of just six wins in 29 competitive matches represents a damning statistic. Those who questioned Kenny’s appointment in the first place cite that as vindication for their reservations, while even those who have supported him have eventually had to concede that, whatever good he has done, it has not been rewarded with the wins, draws and points he needed to keep his job. Asked if he would have done anything differently, he said: “Listen, I have no regrets, but did I get everything right? No, I didn’t, of course I didn’t. “What I had to do in the first period, I don’t think anyone would have been able to deal with it, it was so difficult. But that’s the way it is. “Listen, it’s been a massive, massive privilege and I’ve understood that every day. I have no regrets, but did I get everything right? No, I didn't, of course I didn't. Departing Reublic manager Stephen Kelly “Yes, there’s been a lot of criticism, but listen, now’s not the time. It’s a small community, the Irish football community and it can be quite political and that’s the disappointing aspect.” The FAI said “now is the right time for change” ahead of friendly matches taking place in March and June 2024 and the recruitment process for a new head coach begins immediately. “Over the period of his tenure, Stephen and his staff have worked tirelessly to create the right environment to support the development of our senior men’s team, and we are hugely grateful for that considerable contribution,” said FAI chief executive Jonathan Hill. “Stephen has also overseen an important period of transition for our senior men’s national team and has given debuts to a significant number of new and younger players and this will serve as a solid platform for whoever now takes this group of players forward.” Read More Stephen Kenny leaves role as Ireland manager after contract is not renewed Owen Farrell not planning to end his England career any time soon Lionel Messi condemns treatment of Argentina fans during clash with Brazil Everton have extra motivation following points deduction – director of football What happens next for Wales as they look to book a place at Euro 2024? Clubs must be punished for failure to meet diversity requirements – Kick It Out

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