Football is Scotland’s number one sport – both in terms of participation but also in terms of the numbers who watch the game. Per head of population, football remains more popular in Scotland than in any other European country.
The Scottish Football Association is charged with governing the game – it exists to promote, foster and develop the game at all levels in Scotland.
But of course football evolves and changes quickly, and it is important that our Governing body evolves at a similar pace. Last year, the Scottish FA published The Power of Football, a strategic plan designed to improve the national game at all levels up to and including the FIFA World Cup in 2030. This first stage covered the 2021-2025 period and it mapped out the association’s journey within six key pillars of activity, each with a key overriding objective:
Qualify consistently and compete in major tournaments
Accelerate the growth of girls’ and women’s football
Inspire the nation through lifelong participation
Deliver a world-leading coach education and development system
Modernise the Home of Scottish Football
Connect Scottish football’s diverse communities
You can read the strategy in detail here.
The 56 Degree Insight team have been working with the Scottish FA over a number of years to better understand the requirements of all of its stakeholders – from players and coaches through to spectators of the national teams as well as club football.
Last year, the Scottish FA and UEFA commissioned us to undertake a comprehensive qualitative study amongst football supporters to better understand how they felt about the Scottish FA and its role. How could it improve and where should it be focusing? This fed into the development of the Power of Football strategy, and we have been delighted to work with the Scottish FA again over the last couple of months in testing various creative development routes amongst similar audiences of supporters. A number of focus groups were held with fans across the country and the results will help the Scottish FA and its media agency to fine tune the materials which will bring the real power of football to life, highlighting all of its benefits across social, mental and physical health, inclusivity and diversity and football’s ability to bring people and communities together.
To find out more about the work we have undertaken about our national sport, please just get in touch