The German philosopher and economist Rosa Luxemburgo used to say that a person who does not move does not feel the shackles that bind him. This applies to many areas of life, including sports, which represent the cultural expression of the forms of production and relationships in our society. The movement in this field has been intense in recent years, bringing to the fore the deepest and most profound contradictions that still exist in this world.
For some time now, women’s empowerment and leadership have been among the most important topics in social and political debates around the world. And in sports, it couldn’t be different, as women’s styles are gaining more and more media spotlight and public attention.
in a year Women’s World CupHowever, interest in women’s participation in sports has grown exponentially, a movement that also serves to show the enormous challenges that athletes still have to face. These are old problems, but they remain, as a clear indication that the old order often refuses to make room for the new one.
For example, the Women’s World Cup final in Australia and New Zealand that ended last month. The scene of sexual harassment by the president of the Royal Spanish Football Federation, Luis Rubiales, was marked by the player Gini Hermoso. This fact is by no means an isolated problem.
In the United States, players love Megan Rapinoe that it Alex Morgan They were the target of a hate campaign, due to North America’s early exclusion from this year’s World Cup. The attacks were not related to the football presented by the athletes (two consecutive World Cup winners, a fact that had not happened in men’s football since Brazil’s second championship in 2016). leather, Didi that it Garrinchain 1958 and 1962), but for the players’ activism on behalf of women’s issues, such as condemning problems such as sexual harassment.
in Brazil, Kazee TV Had to disable Superchat’s Women’s World Cup broadcast functionality Youtube Because of the misogynist comments made by viewers.
The patriarchal culture is the reason behind the major barriers female athletes have to face in their search for leadership in sport. Masculinity, which, by the way, prevented women from participating and shining in various sports, as in the case of football.
In Brazil, the legislation that was in effect from 1941 to 1979 is known, which prohibits Women’s soccer. Only in 1983 will it be organized in the country. In England, this method was banned by law from 1921 to 1969. In West Germany, from 1955 to 1970, on the grounds that it would be too aggressive. In France, secrecy lasted from 1941 to 1970.
Brake the barriers
Despite the difficulties, women’s modalities have managed to advance significantly, attracting large audiences both at live events and on television and live broadcasts.
Last week, for example, the largest crowd in the history of women’s sports was recorded. Even more surprising was that the match did not include selections, let alone professional clubs.
was in a match volleyball University in the United States, contested by athletes from the University of Nebraska and Omaha, in the city of Lincoln, last Wednesday (30). The match brought together 92,003 people at an American football stadium, surpassing the previous record it had set Barcelona that it Wolfsburgwhich drew 91,648 fans Camp Nouin a contest valid for UEFA Women’s Champions Leaguein the year 2022.
The Women’s World Cup was also marked by breaking records, starting with attendance at matches. More than 1.5 million tickets were sold for this year’s edition.
In New Zealand, the first appearance of the local team against Norway scored 39% of the audience. This was the highest attendance for a football match (men’s and women’s) in the country in the past 20 years. In Australia, the average viewership for the home team’s match against Ireland was 46.2%, and the tie still drew 75,784 people to Sydney’s Olympic Stadium.
In Brazil, the broadcast of the Women’s Cup matches on both free-to-air and pay-TV channels reached more than 63 million people. in Earth no sportv. Brazil’s elimination against Jamaica was the broadcaster’s largest Wednesday morning crowd in the past 21 years. The final match of the competition, between Spain and England, yielded the best indicator of the year in the Sunday time slot.
In the live broadcast, the Women’s Cup broadcast also broke opening records. For example, Cazé TV reached 136,000 viewers for the simultaneous match between Australia and Ireland, the opening round match of the tournament.
A recent survey published by the site Women’s Sports Fund (WST) And the agency Two circlesIt shows that broadcasts of various women’s competitions in the UK were watched by 37.6 million people in 2022. The figure surpassed the previous year’s 32.9 million viewers. Sporting events featuring female athletes still drew more than two million fans to stadiums in the European country last year.
“I have followed this growth practically, ie through business, new events, media interest, as well as audience growth,” he said. Fabio WolfMember of the tournament organizing committee Brazil Women’s Cupa friendly football tournament for women.
challenges
Fernanda Dias CoelhoCEO of Let her practicea women’s sports brand, celebrates the growth of sports that include women, but recognizes that there are still challenges to overcome.
“Although women’s sports are gaining prominence due to their increased exposure in the mainstream media, there is still a long way to go before they become equivalent to men’s. For investments in women’s sports practices to be consistent, it is essential that the exposure be continuous. The businesswoman said “From the moment the exposure is greater, there will in fact be a change in the culture, and the investments in the sport played by women will be greater.”
Currently, Certa Ela Treinar has contracts with women’s football teams Basque, saints that it Sea trip. These partnerships have the advantage of assigning percentages on the sale of licensed products to athletes.
In Fernanda Coelho’s assessment, sports media coverage plays a fundamental role in generating greater interest in women’s sports.
“From the moment the mainstream press contributes to it, people start following it. He emphasized that the greater the disclosure, the greater the accessibility of the public and it will certainly be more interested and followed.
Globo has already announced, for example, that it will broadcast the two league matches Serie A1 of the Brazilian Women’s Championshipbetween two Corinthians that it Railroad. The first match will be next Thursday (7), in Araracura (SP). The second leg will be held on Sunday (10) in Sao Paulo (Spain).
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