Time for Women’s Football

The Norwegian Football Federation has set out Kampplan for jenter og kvinner 2026–2030, its strategy for sport, business and recruitment in Norwegian women's football. Nonspace built the Norwegian and English digital platform that takes the strategy to clubs, coaches, players and partners across the country.

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, was 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 holds a lot. Three closely connected models, a range of concrete initiatives and targets that run from grassroots football to Champions League ambitions. The challenge was to bring it all together on one digital platform in a way that was clear and engaging, without the content losing direction or force.

The women's strategy also has a distinct tone. It is neither cautious nor diplomatic, it is direct. Tid for handling (Time for Action) is not a slogan, it is a commitment. The platform had to carry that energy without tipping into noise.

The platform had to work for a broad audience, from coaches and players to administrators and journalists. The solution therefore had to be easy to understand, easy to navigate and available 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 standing still. The three strategic models, sport, commercial growth and recruitment, each have their own space on the platform, while still working together as a whole.

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

The strategy's action-oriented structure of attack, midfield and defence is carried through the digital experience. It gives users an intuitive framework for understanding which initiatives are new bets, which build on existing work, and which are the foundations of the strategy.

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 its action plan for girls and women in football, 2026–2030. 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