Beatriz Álvarez: “We will not put the ‘title sponsor’ of the F League at any price”

The president of League F emphasizes that they do not want to “be just an organizer” but a “symbol of change”


The president of League F, Beatriz Álvarez, assured this Monday that they are still looking for a sponsor to name the championship, but that they are not going to do it “at any price” because she believes that now they have “generated value”, and she made it clear who do not want to “be just an organizer of a competition but a symbol of change.”

“LaLiga, which is our commercial agency, is in the search. The first time we went out blindly, but now we believe that we have generated value and we are not going to put the ‘title sponsor’ at any price. What would be desirable would be throughout this season,” said Beatriz Álvarez at an informative breakfast with the media, where she stressed “the stick” was the conflict with ‘Finetwork’, which gave its name to the championship last year, an issue that continues to be “judicialized.”

The president highlighted that there has been “an enormous change” regarding this search. “Before you offered companies something social that could give them value and now they see it as a business opportunity, they see that there is an economic return in addition to the social and media return,” he pointed out, regretting that “all the positive impact” that it could have brought them The historic world title was lost after what happened after the final with Luis Rubiales and that even “did away with a very powerful sponsor.” “We are ‘close’ to a couple of them,” clarified Pablo Vilches, CEO of League F.

The leader explained that after the first campaign as a professional league they now want to “begin to project” what they want the F League to be and that for this they developed “a strategic plan for three years” that could give them “stability and some axes, and build a brand.

The Asturian stressed that they must face “sports challenges” with issues such as competitive imbalance, club facilities or the lack of direct relationship with the players) and “corporate challenges” such as achieving a brand or economic sustainability, with the desire to “seek one’s own positioning.”

Álvarez recalled that they thought it was “essential to make the competition visible on television” and, above all, “brand development.” “Why we exist. We don’t want to be just an organizer of a competition, we want to be a symbol of change and for this we have to build a community that is still small, we have to find a way to unite people and try to inspire and share “he stressed.


“We have to build meaning and the purpose is to celebrate everything we are to show that women’s football is unstoppable,” continued the president of League F, who did not forget the meaning of this season’s motto of ‘We are winning’. “But not to anyone but to win something and for someone and with something, it is positive and in a gerund because we don’t want it to end. We want to be an unstoppable brand because women’s soccer is,” she warned.

Regarding the women’s football project, she did not hide that within the clubs “there is everything” when it comes to believing in it and that therefore they must work to “generate resources that help so that those who do not believe at least not destroy.” In this sense, he pointed out that some club already warned “when obstacles were put in place by the RFEF with the connivance of the CSD” that they were considering removing the women’s team and that they even gave it to “Miquel Iceta himself, then Minister of Culture and Sport.

The leader also gave value to the independent clubs of League F, which have “different cases among them” and that there are even some “with high budgets and in the upper part of the classification with a significant investment in staff.” “They enrich us and differentiate us from the men’s. They are the essence and we are here thanks to them who were the ones who believed in this women’s football. We don’t want a league without independent clubs, we want to help them be sustainable and be in the competition,” he remarked.

Álvarez knows that they must “contribute to ensuring that there is not so much inequality”, but she is also not in favor of “clipping the wings” in economic aspects “for those who are paving the way” as is the case of FC Barcelona. “I don’t think the salary cap is the model to adopt here, we do have to have control, but it is very difficult to establish economic control here,” she pointed out.


The former player explained that women’s football “was and is in deficit” and that the clubs have been “permanently putting in money”, comparing the situation in Spain where “the RFEF does not put in money” to other countries where “they have help from their federations”. although he celebrated that there is “another negotiating spirit” with the RFEF and that they can now “reach agreements”, giving “normality to what an institutional relationship should be.” “A change in the federation is important, but it is not about people but about a way of proceeding, mentality and attitude,” she considered in view of the electoral process.

For this reason, he explained that the Coordination Agreement between both entities must be closer to “common sense” and that the Collective Agreement seems to generate “more problems” after the conflict with the players’ salary issue.

“With the soccer players we have been losing communication, we have feedback, but not beyond individual contact and that is why we have developed the creation of a player office so that there is a more fluid communication channel, but we had to cut its budget by the CSD resolution,” continued the president of League F.