How Women's Football is Growing Globally and What Are the Challenges

Women’s football has seen significant growth in recent decades, with increased viewership, investment and talent recognition. This phenomenon reflects advances in gender equality in the sport and the growing demand for opportunities for female athletes. However, the scenario still faces significant challenges that need to be overcome in order to consolidate women’s football in all countries.

Recent FIFA data shows that the 2019 Women’s World Cup reached over 1 billion global viewers, with an average of 82.18 million tuning in for the final between the United States and the Netherlands. In 2023, the tournament set new viewing records, reinforcing the growing public interest.

Additionally, domestic leagues such as the Women’s Super League (WSL) in England and the NWSL in the United States have attracted investment from major brands and established clubs. Barcelona Femeni, for example, averaged over 40,000 fans per game in the 2022-2023 season, highlighting the appeal of women’s football in major markets.

Players such as Alexia Putellas (Spain), Megan Rapinoe (USA), Sam Kerr (Australia), Wendie Renard (France) and Marta (Brazil) have gained international recognition and have been inspiring examples for new generations of athletes.

Alexia Putellas, winner of two consecutive Ballon d'Ors, is considered one of the best in history. Sam Kerr, known for her goalscoring ability, has led Chelsea and the Australian national team successfully.

Despite its growth, women's football still faces several challenges that limit its potential:

Wage Differences

Female players often earn significantly less than their male counterparts, even at elite clubs. For example, while Lionel Messi earned an estimated $130 million in 2022, Megan Rapinoe earned approximately $5 million.

This discrepancy reflects gender inequality in sports and reinforces the need for greater investment by sports organizations. Pay equality, as achieved by the U.S. men’s and women’s national teams, is a positive example.

Lack of Infrastructure

Many clubs still do not provide adequate facilities for women’s teams, such as modern training centres and travel arrangements equivalent to those of men’s teams. This lack of structural support directly affects the performance and preparation of players, especially in developing countries.

Less Media Coverage

Women’s football receives less media attention, which reduces the visibility of players and makes it harder to attract sponsorships. For example, the broadcast of the Women’s Champions League final still does not reach the same audience as the men’s, despite growing interest. Advertising campaigns involving female athletes can help change this reality.

Prejudice and Social Stigmas

In many regions, there are still cultural barriers that discourage women from participating in sports, limiting the development of new generations of athletes. Educational initiatives and the presence of role models like Marta, who advocate for inclusion, are essential to combat these stigmas.

Lack of Base Categories

The lack of structured programs for young athletes prevents the full development of female talent in countries with less football tradition. Countries like Brazil and Nigeria, despite their raw talent, suffer from a lack of support in lower categories, compromising sustainable growth.

Disparity in Investment

Clubs and federations often prioritize men’s teams over women’s teams, directly impacting the quality and reach of women’s football. Positive examples include Barcelona’s investment in its women’s team, which won the Women’s Champions League in 2021 and 2023.

To overcome these challenges, some actions can be implemented:

Government and Institutional Support: Policies that promote gender equality in sports and tax incentives for companies that invest in women's football can generate positive impacts. Sports federations should also set goals to encourage the growth of women's football.

Increased Media Coverage: Increasing the exposure of women’s games on television and digital platforms can attract new audiences and generate more revenue. Platforms like DAZN and channels dedicated to women’s sports have been instrumental in this progress.

*Investing in Youth: Creating academies and programs for young athletes will help develop future generations of players and raise the competitive level. Partnerships between schools and clubs can serve as a bridge for emerging talent.

Educational Campaigns: Initiatives to combat prejudice and promote inclusion in sports can change social perceptions. Projects such as "Go Equal" have been effective in raising awareness among the public and companies about the value of women's football.

Equal Pay Agreements: Examples such as the agreement signed between the United States men's and women's national teams can serve as a model for other federations around the world. Pushing for transparency in budgets can also reduce inequalities.

Women’s football is experiencing a period of growth and global recognition, driven by talented players and a growing fan base. Despite ongoing challenges, initiatives to promote equality and investment in infrastructure and youth football offer a promising path for the future of the sport.

Until the next article!