Women football is the future: the case of 2019 FIFA Women World Cup

Mahlomola Martin Lefupana

Century old stereo type that “Football is a man’s game” lies buried in the embarrassing coffin of shameful controversies that besieged the 20^th century. The future of football depends and belongs to women as players, administrators, leaders and supporters of the game.

   Megan Rapionoe of the US celebrating World Cup win: Getty Image

The growth of football in the 21^st Century owes much of its success to participation, attendance and viewership by women across the globe. In an era of satellite TV, social media, digital marketing and football being part of the bigger entertainment, women would not be denied the opportunity to be part of the sport of billions. The 2019 Women World Cup hosted in France have seen the highest recorded TV audience to over billion as projected by FIFA. 

Whilst the has been improvement in TV viewership, stadium attendance, digital marketing and interest in the 2019 edition of the Women’s World Cup, these has been skewed towards developed nations in Europe, Australia and North America, with the exception of the football-crazy nation of Brazil which is developing country. According to BBC, the semi-final match between England and America drew 11.7 million viewers at its peak, this ranked as match as the most watched programme in 2019, meanwhile Fox Sports indicated that the same match recorded 8.24 million TV viewers at its peak. The host France, recorded 10.6 million people who watched their last 16 encounter against Brazil. Other developed nations such as Netherlands, Sweden, Norway, Germany and Italy has also recorded the highest TV viewership in their homeland during the 2019 World Cup.  

The last 16 match between Brazil and host nation France was viewed by more 35 million people on Brazil’s free to air Globo TV, this by far the highest recorded audience to watch Women’s World Cup. Argentina's passionate play and support base at the world cup indicates the growth and interest for the women’s game in the South America country, while South Africa’s first World Cup qualification and participation has been met with excitement and jubilation. The African World Cup TV viewership figures has been sketchy at this stage, testament to how the game is still treated and perceived.

   Attendance of England and USA Semi-final match: FIFA Image

The reasons for such high numbers skewedness are that in North America for instance, United State women football ranks high in the domestic sports, with their women being the most successful team in World Cup history with four winner's title, including four Olympics gold medals. The rise of football in England is a result of investment in the women, through English Premier League, which has led to increase in attention for women football. The high figures in TV and digital media attention across Europe can be attributed to the branding, marketing and highly competitive nature of UEFA Women's Cup and Women's Champions League.

Although there has been strides for women’s game, which in many ways is still being treated with inferiority to men, much still needs to be done to level the playing field. The 2019 Women World Cup will be known for years to come as a landmark event that changed the game forever. Issues of pay rarity, gender discrimination, lack of corporate sponsorship, lack of professional women leagues in most FAs, derision, respect and others have been put into sharp focus.

The issues of gender equity and pay got the attention and support of United Nations Women, with its Executive Director, Phumzile Mbalo recently using her Twitter handle to support women gender equity. She Tweeted “They play the same sport, at the same level, so why is there such a big difference in their salaries? We demand equal treatment for #WomenInSports, NOW”. Other influential women football stars have raised their voices on gender discrimination, pay equity and fair treatment, players of calibre of Marta of Brazil raised her voice on discrimination. Marta took a bold step in the 2019 World Cup to play with soccer boots without brand name, the boots represented the symbol of equality.

Perhaps the biggest voice belongs to United State star midfielder and 2019 Golden Boot winner Megan Rapionoe, who dared to challenge the United States president Donald Trump. Megan has been advocate of women football issues for a while, with her voice on LGBTQ+, having said “Go Gays” during the Pride month. After winning the 2019 World Cup in France, Megan opined that “I think everyone is ready for this conversation to move to the next step” in reference to “equal pay” between men and women. The United States women national team has collectively being driving the agenda for change in the status quo in football treatment. They filed a lawsuit for gender discrimination case that they be paid the same amount with their male counterpart.

While there are effort to level the playing field and make sure there is equity of pay, professionalization of the women game, women in leadership and administration, there seems to be resistance from defender of the status quo. The defenders of the status attribute to men bringing more money to the game through sponsorship, its attractiveness, marketability and all sorts of other excuses in my view.

Having seen the high figures of attendance, interest from the public, trends on social media etc. what is the next step? I would posit the following as suggestion for possible solution: FIFA must push all federations to have domestic leagues, encourage women football participation is schools and grassroots level, the introduction of confederation club cup competitions, investment in women in football broadly, securing of media rights, getting sponsors and advertisement from corporate. Whilst we note the progress seen in the 2019 World Cup, there is need to increase effort at federation level, especially in the developing world.