INDIVISA will complement the company’s existing news coverage of the elite women’s game through its GOAL brand.
INDIVISA is Latin for undivided, held in common and indivisible. The name was chosen to represent the strong, positive and inspiring aspects of women’s football.
Footballco is home to GOAL as well as leading local market football publications Spox (Germany), Voetbalzone (Netherlands) and Calciomercato.com (Italy).
INDIVISA’s output extends outside of the elite women’s game to include content rooted in lifestyle and community as well as news, game coverage and premium storytelling.
Led by an all-female group within Footballco, the brand will also act as a platform for female content creators.
Currently publishing through Instagram, INDIVISA will extend to include Twitter and TikTok in the next few months, with platform-specific content created for each.
Morgan Brennan, INDIVISA lead, creative at footballco and manager of London amateur team, Victoria Park Vixens, said: “It is important that INDIVISA represents the diverse ways that fans engage with women’s football and to not simply mirror coverage found elsewhere.
“It also needs to be recognised that while coverage of the women’s game has improved, on average only three per cent of sports content found in national UK media outlets is on women’s sport* and women’s football makes up only a fraction of that.
“Not only does INDIVISA address this, but it will cover areas of the game that exist outside of big Champions League and Women’s Super League matches and represent women’s football as a lifestyle as well as a sport.”
On INDIVISA’s visual approach to coverage, Brennan said: “It was paramount that INDIVISA has a distinct brand identity. For this, we worked with designer Lily Scowen to create a visual style that better resembles broader lifestyle publications than football-first titles”
At present, INDIVISA is an English-language brand but in due course will be expanded to include other languages where Footballco sees potential for the brand.
Mark Patterson, content director for Footballco said: “We believe that INDIVISA will play a crucial role in Footballco’s coverage of the women’s game at a time when interest has never been higher.
As a company, we’re fully focused on this year’s Women’s Euros and looking ahead to next year’s Women’s World Cup, as well as driving forward with increased coverage of women’s football across all of our channels.
“On GOAL, last year we published on average four stories on women’s football every day and saw the percentage of women’s football content increase by 38 per cent from 2021. We are committed to increasing this by 50 per cent year-on-year by the end of 2022.”
Prior to INDIVISA’s launch, Footballco’s GOAL has covered women’s football across its web and social platforms as well as celebrating the best in the game through its GOAL50 and NXGN awards that recognise the best players in world football and top young talent, respectively.
In 2020, GOAL launched ‘All of Us’, a women’s football podcast focused on the game in the US which was co-hosted during the 2020 Olympic Games by former US international, Hope Solo.
More recently, In January GOAL formed a digital content collaboration with the Asian Football Federation for the AFC Women’s Asian Cup and was an official media partner for the inaugural Arnold Clark Cup international tournament, which acted as a soft launch for INDIVISA.