Norway's Football Federation pays influencer to attend national team matches

The Norwegian Football Federation (NFF) and Toppfotball Kvinner are experimenting with new strategies to attract more spectators, including a collaboration with influencer Amalie Snøløs. Snøløs documented the Norwegian women's national team's away match against Germany on June 5 as part of a campaign marked "advertisement/invited by the Norwegian Football Federation."

Snøløs, who has a background as a player with two U-national team caps for Norway's U16 team, stated that the collaboration emerged after the NFF contacted her. Both parties share a desire to expand football's reach, particularly among girls and women. "To succeed with this, it is natural to test different channels and formats to create engagement around the national team and Norwegian football," Snøløs wrote in an email to VG, expressing appreciation for the trust shown.

Neither Snøløs nor the NFF disclosed the payment details for the collaboration. The NFF's media manager, Carina Olset, confirmed that Snøløs was engaged to produce content for her channels, aiming to showcase the team's profile and enhance the product. This initiative aligns with the federation's strategy plan, "Time for Action," which includes a goal to quadruple attendance at national team matches by 2030.

This influencer marketing approach is not entirely new for the NFF. Olset mentioned a successful prior instance during a match in Stavanger that led to increased ticket sales. Toppfotball Kvinner has also explored similar collaborations to boost attendance in the Toppserien, Norway's top women's football league. Snøløs was among several influencers present at the opening of Stabæk Kvinner's new stadium, Nadderud, for such an event.

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Samarbeidet ble til etter at NFF kontaktet meg. Vi har begge et ønske om at fotballen skal nå enda flere, og spesielt jenter og kvinner.