What lessons did the FIFA Women's World Cup teach Latin America?

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The FIFA Women’s World Cup brought both prominence and evidence to a sport that is still subsidized and underestimated: women’s football. Despite its growing popularity, the category still faces significant challenges based around the inequality of opportunities and deep-rooted prejudice in society.

One of the main issues to be addressed is the disparity in funding and investment between men’s and women’s football. While men’s teams have massive financial support, many women’s teams still struggle to obtain even minimal adequate support.

The lack of appreciation for women’s sport directly affects its development and competitiveness. It is also the target of low publicity and gender prejudice, which is always accompanied by stereotypes and highly pejorative comments.

In today’s article, we will cover some reflections and lessons about the FIFA Women’s World Cup, as well as the history and evolution of this category in Latin America and the world.

History of women's football

One could say that the history of women’s football is an epic chronicle of resilience and resistance. The first indication of women involved in ball sports date back to the Han Dynasty in China, back in the year 220 A.C.

Furthermore, records point to the existence of women’s football matches in Scotland in 1790, followed by a few occurrences in 1863. However, according to FIFA, the first official women’s football match was registered on March 23rd, 1885, in Crouch End, London, England.

There are also documents that indicate that the category’s most prominent initiative dates back to 1894, when Nettie Honeyball founded the pioneer British sports club aptly named “The British Ladies’ Football Club”. 

Bans

During the First World War (1914-1918), with a significant portion of the male population on the battlefield, women started taking prominent roles in the workforce. Due to this, many factories put together their own women’s football teams.

With the war over, male football championships were back in place and women’s football shifted to being seen as a threat. Because of this, on December 5th, 1921, the English Football Association opted to prohibit all football, or any form of it practiced by women, in every stadium in the country.

This measure was revoked in 1969, two years after the UEFA (Union of European Football Associations) advised its partners to manage and promote women’s football, which led to its consolidation over the next few years in Europe.

Women’s football in Latin America

The British ban spilled over into other countries around the world, like France, Belgium, Brazil, Germany and Paraguay. When considering the history of the prohibition of women’s football, Brazil stands out as one of the most emblematic examples.

The “country of football” banned women from practicing football and other sports for almost four decades. The regulatory sports institutions claimed that sports with physical contact and combat were not compatible with a woman’s body. This measure was revoked in 1979, without much improvement.

In Paraguay, 1960, a decree also prohibited women from practicing football, alleging this sport countered the “feminine essence” and could have harmful effects on fertility. Only three decades later was the decree revoked, thus, making it possible to hold the first experimental tournament of women’s football, in 1997.

Meanwhile in Argentina, 1971, a group called “Las Pioneras” made history after participating for the first time in  a women’s football team at the Women’s World Football Championship (not yet official).

The cultural disparity between Latin-American countries definitely had an impact on the way the sport developed in each country. The bans were a huge set back and to this day women are still trying to make up for lost time.

Today

In present day Latin America, we have been seeing a cultural shift. Interest in women’s football has increased across the continent, so much so that the regulatory sports institutions have begun paying attention.

It’s worth mentioning that in 2019 the CBF (Brazilian Football Confederation) stated that all men’s teams must have a professional women’s team and a base team. FIFA, the regulatory institution of  world football, has been investing in advertising and advocating for women’s football.

This investment has been fruitful: in 2022, Corinthians not only achieved the attendance record for women’s football in Brazil, but also established this most impressive record in all of South America, securing an audience of 41.070 people at the Neo Química Arena for the  final of the Brazilian Championship.

The previous record was set at the Colombian Championship in July of the same year, when 37.100 fans were present for a match between América de Cali and Deportivo Cali.

The fans’ action in women’s football caught the eye of major brands, such as Coca-Cola, iFood, Itaú, Latam and McDonalds, which began funding women’s sports clubs and helped bring more visibility to the challenges the athletes face.

Women's World Cup

The 2023 FIFA Women’s World Cup, which took place in Australia and New Zealand, ignited debates over gender equality. Here are some facts:

– Nouhaila Benzina, a defender from Morocco, was a pioneer after being the first woman to play wearing a hijab (an item of headwear islamic women are obliged to wear) at the FIFA Women’s World Cup;

– 27 year old Quinn, shirt #5 from Canada, was the first trans person to compete in a World Cup, identifying as non-binary. In 2021, the athlete also made history for being the first trans person to win a gold olympic medal;

– Nike designed football boots specifically made for feminine feet. The new design took two years to complete and was developed considering the entire feminine anatomy and its necessities on the football field;

– Nike also updated the teams kits: some of the changes were development using Dri-FIT technology incorporated in the fabric improving mobility and ventilation, and the introduction of menstrual shorts integrated into the design.

Together we’re stronger

Each historical event, be it positive or negative, bears valuable lessons for the healthy development of women’s football, not only in Latin America but right across the globe.

Regardless of notable growth in visibility, there is still a need for actions that bring value to women’s football, raising issues that impact not only the sport, but society as a whole.

Among them we could highlight gender equality, which goes from valuing people to their athletes, as well as egalitarian and fair conditions and investments, so that the sport can develop.

Empowerment should also be discussed, Femvertising, diversity, inclusion, respect and tolerance that should come from many social environments: journalists, fans, athletes, brands e regulatory institutions.

Challenging genres stereotypes and transforming paradigms is part of the process of inspiring new generations and catalyzes positive social change for all involved.

Brands movements in the FIFA Women's World Cup

Many brands saw the FIFA Women’s World Cup as an opportunity to connect with the public, promoting the event by showcasing support of the sport, commitment empowerment and gender equality.

Take a look at a few campaigns that took place during the 2023 FIFA Women’s World Cup:

Adidas

FIFA Women’s World Cup 2023™ | Play Until They Can’t Look Away | adidas:

Before the FIFA Women’s World Cup started on July 1st, Adidas promoted the tournament “Joga com as Mina” in Brazil, a competition for amateur football players that would take the winner to watch the games in the stadiums in Australia and New Zealand.

In addition to the winners themselves, the matches could count with big names like, Maressa, Micaelly and Vitória Albuquerque, Formiga e Miranda, famous football players in Brazil.

Adidas also launched an international campaign video,  “Play Until They Can’t Look Away”. A production with participation of Alessia Russo, Lena Oberdorf, Mary Fowler, David Beckham, Leon Goretzka, Ian Wright, Jenna Ortega  and Lionel Messi.

Hyundai

Hyundai x FIFA Women’s World Cup 2023™ | How Far We’ve Come – Teaser

Being an official funder of the FIFA Women’s World Cup, Hyundai launched the campaign “How Far We’ve Come”, which pays tribute to all 25 years of its history.

The video covers women’s journeys in the sport from start to finish, represented by different clothes and sceneries.

Hyundai also played an important role by funding the exhibition, “Calling the Shots: Faces of Women’s Football“, at the FIFA Museum during  FIFA Fan Festival™ at Tumbalong Park, Sydney.

This exhibition was a celebration of legacy players, technical teams and fans that helped change the course and development of the FIFA Women’s World Cup.

Visa

https://www.youtube.com/watch?v=4Wo-mDHYnio&t=1s

“Behind Every Number, There’s a Story”, a campaign by Visa, focused on a young girl who later became a professional football player. The video shows her first birthday, the first time she got football boots, until one day her debut in a stadium.

#EscolhaJogarComElas Copa do Mundo Feminina FIFA™ | Visa

In Brazil, the brand also used the hashtag #EscolhaJogarComElas (ChoseToPlayWithThem) to reiterate that despite the years of prohibition marking Brazilian women’s football, no obstacle was able to halt the athletes’ determination.

In such context the company also promoted paintings portraying women’s football in cities such as São Paulo, Rio de Janeiro and Salvador, coupled with daily vlogs and itinerant trucks with huge screens transmitting the FIFA matches.

Did you know that nowadays consumers have preferences for brands that support some kind of social cause and show direct engagement with them?

Sherlock Communications is a Communications Agency in Latin America that specializes in Public Relations and Digital Marketing. We help your company position itself assertively, ensuring consistent and impactful results.

With a deep understanding of local markets and a strategic approach, we work side by side with a brand to create creative and efficient campaigns, aligned with the specific goals of your business.

Written by: Helena Victoretti