Investment in grassroots football adds up for Wales’ economy

Investing in better facilities will significantly increase the economic benefits of grassroots football to Welsh society, according to Wales Football Association President (FAW), Stephen Williams.

"There is a powerful business case for the Welsh Government and other stakeholders to invest in the grassroots game," said Mr Williams on Tuesday, after outlining his association’s five-year vision for developing Welsh football - "Ein Cymru (Our Wales)" - to UEFA President Aleksander Čeferin in Nyon.

FAW president Stephen Williams with UEFA president Aleksander Ceferin at UEFA HQ in Nyon, SwitzerlandUEFA

Wales’ grassroots football attracts 90,000 registered players, 18,000 volunteers and tens of thousands of others who play socially. According to an FAW study published last October, this community generate £553 million for the country’s economy – £263m in direct revenue, £84m in in-kind social benefits and £206m in savings for the Welsh national health service through the sports’ positive impact on physical and mental well-being.

The FAW estimates that boosting grassroots participation levels to 120,000 by 2026 will increase the added value of the amateur game to Wales to £692m. To achieve this goal, the FAW is working with the Welsh government, local authorities and other stakeholders to invest in better facilities.

"The study is a game-changer in terms of a business case to invest in grassroots sport," said FAW chief executive Noel Mooney. "Together, we can create a better future for our people."

UEFA social return on investment model

PortFootball Association of Wales

The FAW’s cost-benefit analysis of grassroots football in Wales used a social return on investment model created by UEFA in 2019 to measure direct and in-kind savings across the economy (club membership fees, merchandise, travel etc), society (positive impact of football on communities) and health (reducing the risk of diabetes, heart disease and improving well-being).

In addition to the FAW, to date, 43 of Europe’s 55 national associations have applied the model to evaluate football’s financial contribution to their national economies. Cumulatively, they show that the European game has generated €64.6 billion annually in added value.

Women’s football development in Wales

Football Association of Wales

During the meeting with Mr Čeferin, the FAW also presented its women’s football strategy -

"Ein Cymru: Amdani Hi" (Our Wales: For Her). This sets an ambitious target of 20,000 registered female Welsh players by 2026 – double the current figure.

"We want to capitalise on the visibility that this summer’s UEFA Women’s EURO will give the female game to double its fan base in Wales," said Mr Williams.

Since EURO 2016, the number of women and girls registered with clubs in Wales has increased by 50%.