The English FA and everyone involved in women’s football must not repeat the mistakes they made after the success of the 2012 London Olympics if the women’s game is to grow in the country, BBC presenter Jacqui Oatley said.

Oatley, the anchor of the BBC’s multi-platform coverage of the women’s World Cup finals in Canada, was speaking after England’s heart-breaking last-minute 2-1 semi-final defeat by world champions Japan in Edmonton.

With the BBC’s viewing figures booming and the women’s game capturing the public’s imagination in a way unprecedented since the Olympics three years ago, Oatley says lessons must be learned so it does not stagnate as it did then.

“The important thing now is that the commercial people work closely with the clubs and take advantage of what has happened over the last few weeks,” she said.

“The women’s game has made giant strides but now clubs, sponsors, everyone, must build on this success. They missed an opportunity in 2012, and that cannot be allowed to happen again.”

Then, a British team, comprised mainly of English players, reached the quarter-finals of the Olympic tournament and attracted a record crowd for a women’s match in Britain of 70,584 for a group game against Brazil at Wembley.

Britain lost in the quarter-finals to Canada and the success proved to be something of a false dawn.

“Despite the Olympic success, crowds at club matches since then have been low,” Oatley said.

“The momentum was lost. The women’s fixtures are haphazard, sometimes people do not know where the matches are taking place. That needs to be improved.

“But where else in England can a family of four go and see first-class sport for 10 pounds?

“The fans for women’s football are different from the men’s game and the game must be marketed properly now,” Oatley said.

“The viewing figures prove there is an audience there, ready to watch the game, the people are out there.”