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4 OPINION OPINION THE 2023 Fifa Women's World Cup is probably the most highly-anticipated wom- en's football tournament ever. Part of this hype and enthusi- asm might suggest that wom- en's football has finally "made it" and that catching up with the men's game is just a matter of time. But there are ongoing issues that continue to jeop- ardise the women's game. Football is a huge part of so- ciety in many countries around the world – from the top lev- els of the professional leagues down to kids playing in the park – but the game is still primarily seen as a male en- deavour. This influences how women's football is organised, represented and equipped in ways that continue to restrict its success, safety and sustain- ability. As the tournament rolls out, we want people watching and talking about it from an in- formed perspective. Here are five problems that women's football is still struggling to overcome. 1. Players and teams are hav- ing to fight for fairness Before the tournament began, key players from top teams such as France, Spain, Canada and Jamaica were protesting about poor support, resourcing and coaching by either refus- ing to play or openly criticising their federations and seeking advice from Fifpro, the inter- national players union. As we have seen in the first few days, this means that many of the key stories of the tour- nament so far have been about the drama that is happening off the pitch, rather than the dra- matic performances on it. 2. Serious injuries are deci- mating squads Many players will be miss- ing during the World Cup due to a disproportionately high number of serious injuries that could have been prevented. Re- search needs to prioritise in- jury prevention in female ath- letes, as our current knowledge is largely based on men. Female-specific equipment is also needed. The notori- ous anterior cruciate ligament (ACL) tear (in the knee) and other serious injuries decimat- ing squads have, in part, been connected to overly long studs (cleats) on football boots which are designed for men. Recent research has also found that 82% of female play- ers reported pain and impaired performance from the available footwear. New "female" foot- ball boots are becoming avail- able, but whether these are just female-branded or have sub- stantive science-led changes in design remains unclear. 3. The European broadcasting deal came too late The media broadcasting rights for five European na- tions, including England, were only agreed less than six weeks before the tournament began. This fiasco arose from a blun- der by Fifa, whose decision to decouple the men's and wom- en's tournament broadcast rights was hyped to show the women's game had "made it". But it has proved premature and the low broadcast bids, which Fifa considered "unac- ceptable", suggest the male dominated broadcast media remain unconvinced women's football has much value in its own right. The delays meant broadcast- ers had much less time to pro- mote the event and build au- dience demand and attention than they usually would for major sport tournaments. It also raises questions about the quality of broadcasts that will be available, which matters because it influences audience perceptions. Broadcast quality can either make women's football look great or sub-standard – espe- cially compared to the men's coverage. 4. Many teams have been poorly supported and pre- pared Many national federations have failed to provide adequate support, facilities and invest- ment to adequately prepare teams. Coaching methods and management of some women's teams have been heavily criti- cised, alongside cancellation of training camps and non-pay- ment of players' appearance fees. The England team have made public their frustrations with the Football Association (FA) and its piecemeal negotiations, as they learned that unlike the US and Australian teams, they will not be receiving expected pay bonuses on top of Fifa prize money. The FA also introduced new measures to restrict their par- ticipation in lucrative PR op- portunities in the buildup to the tournament to ensure they were rested, only to change their minds when it was too late for players to take advan- tage. Given that international tournaments make up a large proportion of these players' earnings, they need to know where they stand – and much further in advance. 5. Same old patronising mar- keting strategy The marketing of the tourna- ment has been underwhelming and over-reliant on conven- tional "inspiration" themes aimed at young girls – strate- gies that have little proven im- pact on participation and are often seen as patronising. The global branding and pro- motion of the women's game is typically fixated on two ide- as. First, that only young girls are interested. Second, women footballers should be presented as role models for young girls. This strategy is not accu- rate, as it obscures the existing adult audience for women's football. Nor is it desirable or sustainable, as it doesn't con- sider attracting wider audienc- es – men, boys, women with- out children – to the women's game. Showing support These five problems indicate why progress in women's foot- ball should not be taken for granted. Being aware of the is- sues can help us look past the hype and be mindful that the game is still in a precarious po- sition. But it is important that as we watch the Women's World Cup we talk about it with our friends, post about it on social media and show big media cor- porations that there is a market for women's football. Join in the social pressure campaign to get proper sup- port for the women's game. Momentum gained from this summer's tournament will only be maintained if we hold Fifa, governing bodies and the me- dia to account to replicate the high standards that women have been producing on the pitch. Beth Fielding-Lloyd is Principal Lecturer in Sport Studies, Sheffield Hallam University Lindsey Mean is Associate Professor, School of Social and Behavioural Sciences, Arizona State University Beth Felding-Lloyd & Lindsey Mean Women's World Cup: five issues holding back the female game While attracting girls into football, the women's game seeks a wider audience, just like men's football (Photo: Fotokostic / Shutterstock) maltatoday | SUNDAY • 6 AUGUST 2023