Introduction from the Football President and General Secretary

We have great ambitions for Norwegian women's football, both on and off the pitch. We know that the potential is significant, but also that our capacity is limited, both at NFF centrally, in the regions and in the clubs. If we are to succeed, we must work smarter, more purposefully and differently than before. We must dare to try new things, adjust and learn, and constantly strive for excellence at all levels, from grassroots to elite football.

This Game Plan is based on the NFF's strategy for 2025-2030 and outlines how we will deliver the goals and prioritized tasks we have committed to in the strategy plan. The game plan is also based on the recommendations from the committee report "The Road to a New Success Era" (2025) and the "Trepartial Agreement" (2023-2028).

At the core of our strategy, is the acknowledgement that Norwegian women's football must become more financially sustainable. We believe that there is a large untapped commercial potential in the women’s game, and we must recognize that this requires new thinking and innovation. At the same time, the general interest in women's football must increase. This must be addressed by investing in increased attendance numbers, especially around our flagship matches. Audience growth creates ripple effects both from a sporting, and commercial perspective.

In this game plan, we launch our new, comprehensive player development model for girls and women in Norwegian football. We will work differently and more insights-based to retain even more girls through their adolescence, which requires better facilitation in a vulnerable and demanding development phase for young players. Talent development is central to the game plan, where the introduction of academies in the top clubs will be launched in close collaboration with quality clubs (“KK”) and the National Team School. This involves, among other things, closer cooperation between clubs, regions, national teams and schools. Player development should always be done individually, tailored to the individual player.

At the same time, we must develop more female coaches, referees and leaders and illustrate more career paths in football. Many top-level players worry about the time after their football career is over. We must facilitate the possibility for athletes to pursue education alongside their career, and contribute to football even after their playing career is over. We have been talking about this for many years in football, but now we are going to move from words to action.

The game plan has been developed through input from the entire football family, with a national survey, expert groups, workshops with the women's national team and an extensive consultation round in which a number of key voices in women's football have contributed. We thank FIFA and UEFA for offering expert advice throughout the process. This has together created a strong and shared foundation for plan.

Now the work of implementing the plan begins. NFF will take clear responsibility and work broadly and concretely to create a new era of success for Norwegian girls' and women's football in the years to come. But we cannot achieve the goals alone. The work requires the entire football movement, clubs, regions, media, partners and schools, to recognize that we have great untapped potential and that it will require innovation and a willingness to change to take these steps together.

Kind regards,

Lise Klaveness
President

Karl-Petter Løken
Secretary General