Women’s World Cup: 5 Issues Holding Back The Female Game

The 2023 Fifa Women’s World Cup is probably the most highly-anticipated women’s football tournament ever. Part of this hype and enthusiasm might suggest that women’s football has finally “made it” and that catching up with the men’s game is just a matter of time. But there are ongoing issues that continue to jeopardise the women’s game.

Football is a huge part of society in many countries around the world – from the top levels of the professional leagues down to kids playing in the park – but the game is still primarily seen as a male endeavour. This influences how women’s football is organised, represented and equipped in ways that continue to restrict its success, safety and sustainability.

As the tournament rolls out, we want people watching and talking about it from an informed perspective. Here are five problems that women’s football is still struggling to overcome.

Women’s World Cup: 5 Issues Holding Back Female Game

1. Players and teams are having to fight for fairness

Before the tournament began, key players from top teams such asFrance,Spain,CanadaandJamaicawere protesting about poor support, resourcing and coaching by either refusing to play or openly criticising their federations andseeking advice from Fifpro, the international players union.

As we have seen in the first few days, this means that many of thekey storiesof the tournament so far have been about the drama that is happening off the pitch, rather than the dramatic performances on it.

2. Serious injuries are decimating squads

Many players will be missing during the World Cup due to a disproportionatelyhigh number of serious injuriesthat could have been prevented. Research needs to prioritise injury prevention in female athletes, as ourcurrent knowledge is largely based on men.

Female-specific equipmentis also needed. The notorious anterior cruciate ligament (ACL) tear (in the knee) and other serious injuries decimating squads have, in part, beenconnected to overly long studs(cleats) on football boots which are designed for men.

Recent researchhas also found that 82% of female players reported pain and impaired performance from the available footwear. New “female” football boots arebecoming available, but whether these are just female-branded or have substantive science-led changes in designremains unclear.

3. The European broadcasting deal came too late

The media broadcasting rights for five European nations, including England, were only agreed upon less than six weeksbefore the tournament began.

This fiasco arose from a blunder by Fifa, whose decision to decouple the men’s and women’s tournament broadcast rights was hyped to show the women’s game had “made it”. But it has proved premature and the low broadcast bids, which Fifa considered “unacceptable”, suggest themale-dominatedbroadcast media remain unconvinced women’s football has much value in its own right.

The delays meant broadcasters had much less time to promote the event and build audience demand and attention than they usually would for major sports tournaments.

It also raises questions about the quality of broadcasts that will be available, which matters because it influences audienceperceptions. Broadcast quality can either make women’s football look great or substandard – especially compared to themen’s coverage.

4. Many teams have been poorly supported and prepared

Many national federations have failed to provide adequate support, facilities and investment to adequately prepare teams. Coaching methods and management of some women’s teams have beenheavily criticised, alongside the cancellation of training campsandnon-paymentof players’ appearance fees.

The England team havemade public their frustrationswith the Football Association (FA) and its piecemeal negotiations, as they learned that unlike the US and Australian teams, they willnot be receiving expected pay bonuseson top of Fifa prize money.

The FA also introduced new measures torestrict their participationin lucrative PR opportunities in the buildup to the tournament to ensure they were rested, only tochange their mindswhen it was too late for players to take advantage. Given that international tournaments make up a large proportion of these players’ earnings, they need to know where they stand – and much further in advance.

5. Same old patronising marketing strategy

The marketing of the tournament has been underwhelming and over-reliant on conventional “inspiration” themesaimed at young girls– strategies that havelittle proven impacton participation and are often seen as patronising.

The global branding and promotion of the women’s game is typically fixated on two ideas. First, only young girls are interested. Second, women footballers should be presented as role models for young girls.

This strategy is not accurate, as it obscures the existing adult audience for women’s football. Nor is it desirable or sustainable, as it doesn’t consider attracting wider audiences – men, boys, women without children – to the women’s game.

Showing support

These five problems indicate why progress in women’s football should not be taken for granted. Being aware of the issues can help us look past the hype and be mindful that the game is still in a precarious position.

But it is important that as we watch the Women’s World Cup we talk about it with our friends, post about it on social media and show big media corporations that there is a market for women’s football.

Join in the social pressure campaign to get proper support for the women’s game. The momentum gained from this summer’s tournament will only be maintained if we hold FIFA, governing bodies and the media to account to replicate the high standards that women have been producing on the pitch.

Beth Fielding-Lloyd is a Principal Lecturer in Sport Studies, Sheffield Hallam University, Lindsey Mean is an Associate Professor, School of Social and Behavioural Sciences, Arizona State University, published the article first in The Conversation. 

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