Female participation and professional engagement in traditionally male-dominant sports has been prevalent in the past. In recent years, however, we are witnessing a social transformation that has its impacts felt in the world of sports just as in any other facet of our social structures.
Women’s football has experienced a surprising global emergence. Gone are the days when this discipline was relegated to the background, marginalizing the talent and aspirations of thousands of women who dreamed of being professional football players.
Furthermore, with the increased popularity and visibility of women’s competitions, most European sportsbooks have recognized the potential of this emerging market and have expanded their offerings to include more events and markets related to women’s football.
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The greater commercial exposure has contributed to greater public interest, which in turn has generated greater media attention and media coverage.
Needless to say that greatest media coverage has resulted in greater popularity of the sport itself, the teams and the football players, who are becoming more influential figures both on and off the field.
International Competitions help women’s football grow
International competitions have been the key to promoting growth in the popularity of women’s football. The turning point was actually back in 2019 when the FIFA Women’s World Cup was held in France.
This tournament became an instant hit, breaking television audience records around the world and illustrating, in this way, that the interest and passion for the specific sport was not limited to males. The women’s national teams captivated millions of viewers with their talent, technical skills and dedication.
The success of this competition boosted the growth of women’s football in many countries. Thousands of younger individuals were inspired by the female players and turned to football to feel the gratification, satisfaction and pride that their role models were experiencing.
The increased visibility of women in sport, both in the traditional media and on social media, created a virtuous circle of empowerment, encouraging more girls to play football and pursue their dreams.
Clubs and domestic leagues help women’s football grow
Besides the exposure coming from international competitions and tournaments, the role of domestic leagues has been pervasive too.
In fact, a second determining factor contributing to the emergence of women’s football has been the increasing professionalization of domestic leagues in different countries.
More and more clubs have created women’s teams and have invested resources in their development, offering opportunities to female footballers to fully dedicate themselves to this sport.
In Europe, for example, leagues such as the FA Women’s Super League in England, the Primera Iberdrola in Spain, and Division 1 Féminine in France have both spurred a growth in the attraction of fans to stadiums and an improvement in the quality of the game, following the Leagues’ commitment of resources to the development of female football.
Moreover, some clubs are also beginning to invest highly on the facilities, stadiums and training infrastructure for their women’s teams, just like Liverpool is getting back the Melwood to provide a home field to their female team and improve in this way both their training sessions and their performance.
Notably, women’s football matches are now broadcasted on television, generating significant commercial and advertising interest. People want to watch female football matches and businesses are ready to invest in promoting their brands and products through broadcasted sports that appeal to continuously larger audiences.
This professionalization has not only benefited female football players in terms of working conditions and development opportunities, but has also contributed to breaking down deep-rooted gender stereotypes in sport.
Women have shown that they can compete at the highest level and have challenged the notion that football (or any other sport for that matter) is an exclusively male sport.
Society and feminist movements help women’s football grow
Awareness campaigns on the importance of sport for the empowerment of women have led to significant changes in sports policies in several countries. Laws have been enacted to ensure equal pay between male and female athletes.
In addition, society in general has been adopting a more inclusive and open attitude towards female participation in any kind of sport including the up to recently male-dominated football.
The stereotypes that associated sports with masculinity have been fading, and more and more people recognize and value the talent and the considerable effort of football players regardless of their gender.
Challenges and opportunities for the future
Despite the notable advances in women’s football, there are still significant challenges that need to be addressed to ensure its sustainable growth and equity in the long term. It is essential to continue to encourage the development of women’s leagues around the world.
Not all regions have experienced the same growth and recognition as the major European leagues, such as the UEFA Women’s Champions League or the NWSL in the United States.
Investing in infrastructure, training programs and recruiting talent is essential for women’s football to continue to expand and reach new audiences.
And of course it is essential in further expanding the popularity of women’s football and contributing into making it such a mainstream sport as it is for the male counterparts.
Many bookmakers have also seen women’s football as an opportunity to expand their business and reach new audiences.
Some of these sportsbooks, especially those with a presence in countries where women’s football has a strong fan base, have included national and international events and competitions in their offered betting markets.
In short, the increase in visibility, the professionalization of the leagues and the fight for gender equality have been determining factors in this process.
Women’s football has shown its ability to challenge stereotypes and build a path towards a more inclusive and equitable sport at large.
In recent years, women’s football has experienced a surprising development globally. For its advancement, it is essential to continue to encourage the development of women’s leagues around the world.
While there are still challenges to overcome, the upward trajectory of women’s football invites us to look to the future with optimism.
The continuous commitment of society, sports institutions and the footballers themselves will be essential to continue moving towards a world in which talent and passion for football have no gender.
