Time for Women’s football

Norwegian women's football has ambition. Real ambition — to quadruple attendance, build a fully professional league, and return the national team to the top of world football. The strategy to get there deserved more than a PDF. Nonspace built the digital platform that turned it into a call to action.

About the project

Norges Fotballforbund (NFF) is Norway's official football governing body, founded in 1902. It oversees both the men's and women's national teams as well as the top league systems, Eliteserien and Toppserien, and is the country's largest sports federation, uniting over 1,800 clubs and hundreds of thousands of registered players. NFF is also deeply engaged in youth development, human rights advocacy in sport, and creating inclusive football opportunities across Norway.

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NFF's Kampplan for jenter og kvinner 2026–2030, the action plan for girls and women in Norwegian football, is one of the most comprehensive strategies in European women's football. Developed through national surveys, expert groups, workshops with the national team, and a wide consultation process, it sets out a clear direction across three models: sport, business, and recruitment.

Nonspace was brought in to build the digital platform that would carry this strategy to clubs, coaches, players, supporters, and partners across Norway. As with NFF's main 2025–2030 strategy site, which Nonspace also built, the goal was to transform a document into a living, accessible digital experience.

Technology

Brand

UX Design

UI Design

Web Development

Accessibility design

Web design

Visual Identity

Brand Strategy

A strategy of this scale carries a lot of weight. Three interconnected models. Dozens of concrete initiatives. Targets ranging from grassroots participation to Champions League ambitions. Getting all of that onto a single digital platform, clearly, engagingly, without losing the urgency, was the core challenge.

The women's strategy also has a distinct tone. It is not cautious or diplomatic. It is direct. Tid for handling or time for action is not a slogan. It is a commitment. The platform needed to carry that energy without tipping into noise.

At the same time, the audience is broad. Club leaders in small towns. Elite coaches. Players at the start of their careers. Administrators, journalists, partners. The platform had to work for all of them, in both Norwegian and English.

The platform was built on Sanity's headless CMS, giving NFF a modular, flexible structure that can evolve as the strategy is implemented year by year. Each section is composed of reusable modules, allowing the federation to update goals, data, and stories as the plan progresses.

The design reflects the strategy's ambition. Bold, clear, and built for movement, not for sitting still. The three strategic models, sport, commercial growth, and recruitment, each have their own space on the platform, structured to be explored independently or as part of the whole.

Data is central to this strategy: 130,000 active female members, a 70% dropout rate among girls by age 19, a Toppserien climbing from 12th to 8th in UEFA rankings. The platform makes these numbers visible, not buried in footnotes, but front and centre as the evidence behind the ambition.

The strategy's action-oriented structure, attack, midfield, defence, is carried through the digital experience, giving users an intuitive framework for understanding which initiatives are bold new bets, which are accelerations of existing work, and which are the foundations that must hold.

Developed within the Nonspace Storefront framework and available in both Norwegian and English, the platform is built to reach every part of Norwegian football, from local clubs to international stakeholders.

NFF now has a digital home for one of the most ambitious women's football strategies in Europe. One that is open, navigable, and built to last through five years of implementation.

The platform makes the strategy readable for a club coach in Tromsø and a UEFA delegate in Nyon. It turns targets into commitments and commitments into something people can hold NFF accountable to. That is what a strategy platform should do and it is what this one does.

Nonspace