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FIFA hit marketing gold with Stephanie Roche

By on January 12, 2015

The FIFA Fair Play Award went to all of the volunteers at the 2014 World Cup? That’s sweet. A bit superficial, but give the five chosen volunteers their shining moment on stage and there you go, FIFA have their feel-good story of the ceremony. That’s nice. Now, on to the stars please.

The reality is, it’s chiefly the men’s Ballon d’Or and FIFA Puskas Award that grab the attention each year. But this time there was a plot twist; Stephanie Roche, previously an all but unknown Republic of Ireland women’s international, was up on stage with James Rodriguez and Robin Van Persie for the Puskas Award.

Roche reportedly earned $945 per month last year at French club ASPTT Albi, and her goal nominated for the Puskas Award was watched live by only 85 spectators. However, with the power of the internet, grainy footage of the fabulous goal was enough to see her finish second with 33% of the vote. It probably didn’t deserve to win, not ahead of Rodriguez’s iconic World Cup goal, but what a story.

Roche’s nomination drew new publicity for the awards, close to that of ‘ye old Cristiano Ronaldo vs. Lionel Messi debate, and Manuel Neuer’s nomination for the main award. FIFA struck gold, finding the ultimate feel-good story fell into their laps. Many reports have already been published on how the Awards will change Roche’s entire life. Not many people can walk among the world’s most famous footballers as a peer, especially not a virtually unknown player prior to her goal. It is an incredible feel-good story, and 100% genuine.

Indeed, FIFA should jump at the opportunity presented to them and consider opening a new category for lower league goals. Providing a platform for lower division athletes to be on the same stage as Ronaldo and Messi would broaden attention for the event and provide upward mobility to potential breakout youngsters laboring in relative obscurity. The power of the internet, as it did with Roche’s goal, certainly makes such events possible. Marketing gold has been shoved right under FIFA’s noses – will they take the opportunity?

Other 2014 Ballon d’Or winners:

FIFA Ballon d’Or: Cristiano Ronaldo
FIFA Women’s Player of the Year: Nadine Kessler
Men’s World Coach: Joachim Loew
Women’s World Coach: Ralf Kellerman
Presidential Award: Hiroshi Kagawa
Fair Play Award: All of the 2014 World Cup volunteers
Oddest and untimely victory noise/scream: Cristiano Ronaldo

About Alex Morgan

Alex Morgan, founder of Football Every Day, lives and breaths football from the West Coast of the United States in California. Aside from founding Football Every Day in January of 2013, Alex has also launched his own journalism career and hopes to help others do the same with FBED. He covers the San Jose Earthquakes as a beat reporter for QuakesTalk.com and his work has also been featured in the BBC's Match of the Day Magazine.