In terms of challenging stereotypes about gender roles and gaining publicity for the wider debate, it could be argued that the growth of women’s professional sport is a key driving force. In rugby the Women’s 2022 World Cup and the 2023 Six Nations attracted record attendances. In cricket, the recent Women’s Ashes series had sellout crowds in almost all of the matches, with television viewing figures doubling. The Tour de France Femmes attracts almost as much publicity as the men’s’.
The main difference, however, remains the pay differentials between female and male versions of sport. Tennis is the exception here, with equal pay achieved at the US Open in 1973 (although it took until 2007 for Wimbledon to agree the same). One argument is that the growing popularity in attendance and television viewing will lead to more equal pay. The fastest growing and most popular women’s sport globally is football, with the ninth FIFA Women’s World Cup, being held now in Australia and New Zealand. It has sold more tickets than any previous World Cup and is attracting record global viewing figures. FIFA has tripled the prize fund to £118 million, but it is still nowhere near the £347 million for the 2022 Men’s World Cup. FIFA aims to equal the prize pot by 2027.
The Women’s Euros had a significant impact in the growth of the popularity of the game:
- 85% of spectators are likely to attend professional international and domestic women’s football events again in the future.
- There has been a 289% increase in media rights values since the previous Women’s EURO.
- 84% of spectators say UEFA Women’s EURO 2022 has improved their perception of women’s football.
- 88% of spectators are likely to watch a professional international or domestic women’s football event on TV in the future.
- More than half of residents and 2 in 5 spectators and tournament volunteers have been inspired to do more sport and physical activity generally, because of UEFA Women’s EURO 2022.
- 84% of participants reported that participating in the UEFA Women’s EURO 2022 Legacy activity/activities has improved their confidence and self-esteem.
In the UK, England’s success in winning the Euros in 2022 has had a significant impact on the game’s popularity:
- The three highest attendances at Women’s Super League matches in September and November 2022 (47,367 Arsenal v Tottenham Hotspur; 40,064 Arsenal v Manchester United; 38,350 Chelsea v Tottenham Hotspur) with a growing number of women’s matches being played in the larger men’s stadia.
- There has been a 196% increase in bookings for women’s and girls’ football sessions through England’s Find Football tool.
- Since October 2021 the UK has seen a 30% increase in female registered football teams, a 15% rise in female youth teams and a 390% increase in girls aged 14-15 beginning referee training.
- A survey (2022) of over 2,500 young people, aged 13-24, showed that nearly 70 per cent of girls who love playing sport dream of reaching the top, almost levelling with sporty boys, at 75%. This is up from 50% of girls two years ago.
Despite this growth in popularity, serious gender inequalities remain, as shown in a 2022 report by the Women in Sport charity. The charity says that girls are surrounded by discouraging messages that tell them society doesn’t value women’s sport. 40% of girls feel women’s sport is still viewed as lower value than men’s sport and that girls are not expected to be good at sport. However, attitudes are beginning to shift. More boys, particularly teenage boys, are starting to recognise the injustice within sport and are keen to see women’s sport flourish. 42% of boys want women’s sport to be given more support, an increase of 10% compared with two years ago. Boys are also more aware that women’s sport is taken less seriously, and that a funding gap exists.
“Women’s sport has taken a huge stride forward this summer. But there is still a lot more to do to unpick centuries of female exclusion from sport. We must not allow the momentum to slow. Far too many girls who would like to play are missing out on the joy of sport due to deep-rooted negative attitudes, fear of judgement and lack of opportunity. We need to work towards long-lasting change. Girls must be allowed to play, to feel that their sport matters, because it is wrong to deny them the dreams and all the personal and physical benefits sport brings.”
(Women in Sport 2022)
A 2023 review of women’s football in England led by the former England international Karen Carney called for wholesale change across the game; from enhancing minimum standards for professionals to “rapid growth” in the development of young talent. According to the review, some of the most “compelling” evidence it obtained was from professional players describing a working environment that struggles to “fully protect and support those working in it”. In response, the review suggests the implementation of new criteria that would stipulate minimum salaries and contact time for players, improve training facilities, apply “gold standard” physical and mental health care, as well as “world leading” parental leave packages and full union representation.
In the meantime, let us enjoy the growing skill level in the women’s game and enjoy the chances for newcomers to the world stage in this World Cup such as the Philippines, the Republic of Ireland, Zambia, Haiti, Vietnam, Portugal, Panama and Morocco to inspire women and girls (as well as men and boys) in their countries to strive more purposefully for gender equality.
References
https://www.bbc.co.uk/sport/rugby-union/63563147
Waitrose Weekend 20 July 2023
https://www.waitrose.com/ecom/content/inspiration/at-home-with-us/publications
Women in Sport 2022
https://womeninsport.org/news/more-sporty-girls-now-dream-of-reaching-the-top-in-sport/
https://www.theguardian.com/football/2023/jul/13/review-women-football-overhaul-future
Clive Belgeonne, Gender Action Consultant