The question:
In how many ways can we arrange the word $FOOTBALL$ in a row such that $A$ will appear to the right of $F$ (but not necessarily coupled).
If I scale down the problem I can see that this condition divides the possibilities in 2. Therefore having $$\frac{8!}{2!*2!*2}$$
Why does this condition divides the number of ways in 2?
As you said, there are $\frac{8!}{2! \cdot 2!}$ ways of permutation. Because there is only one instance of $A$ and one instance of $F$, and no two character can be placed in the same position, this leads us to say that because $A$ is either to the left or to the right of $F$ (you could say that vice versa, too) then in exactly half of these permutations the letter $A$ is to the left of the letter $F$, and in the other half the letter $A$ is to the right of letter $F$.
From here all you need to do is divide the total number of permutations by $2$ to get your answer.