Media coverage of women's football

The rise of women's football and media attention

Women's football has experienced significant growth in popularity and participation over the past few decades. This surge has naturally led to increased media attention. However, the nature and quality of this coverage remain a crucial point of discussion. While major tournaments like the FIFA Women's World Cup and the UEFA Women's European Championship have garnered record-breaking viewership, consistent and equitable coverage outside these flagship events is still a work in progress.

For example, the 2019 FIFA Women's World Cup in France shattered viewership records, signaling a turning point in the sport's mainstream acceptance. The BBC reported peak audiences exceeding 11 million viewers in the UK for England's semi-final match. This level of engagement demonstrates the potential for women's football to attract a large and dedicated fan base when given adequate media exposure.

Challenges in media representation

Despite the progress, women's football continues to face challenges in terms of media representation. These challenges include:

• Lack of Consistent Coverage: Women's leagues and matches often receive significantly less airtime and print space compared to their male counterparts.
• Stereotyping and Gender Bias: Media coverage may perpetuate stereotypes or focus on physical appearance and personal lives rather than athletic achievements.
• Unequal Pay and Resources: Disparities in media coverage often reflect and reinforce existing inequalities in funding and resources for women's football.

A study by Loughborough University found that only 7% of sports media coverage in the UK is dedicated to women's sports. when women's sports are covered, the focus often deviates from the sport itself, highlighting personal narratives or perceived 'femininity' instead of athletic skill and strategic gameplay.

The impact of media coverage on women's football

Media coverage has a profound impact on the development and perception of women's football. Positive and consistent coverage can:

• Increase Visibility and Fan Engagement: More coverage leads to greater awareness and a larger fan base.
• Attract Sponsorship and Investment: Increased visibility makes women's football more attractive to sponsors, leading to greater financial investment.
• Inspire Future Generations: Seeing female athletes succeed on the world stage inspires young girls to pursue their dreams in football.
• Challenge Gender Stereotypes: Positive portrayals of female athletes can help break down gender stereotypes and promote gender equality.

The success of players like Alex Morgan (USA), Sam Kerr (Australia), and Ada Hegerberg (Norway) can be directly linked to increased media attention. Their achievements are now widely celebrated, contributing to the growing popularity of the sport and inspiring countless young players.

Examples of positive and negative coverage

Positive Coverage:

• Highlighting tactical analysis and strategic gameplay in women's matches.
• Focusing on athletic achievements and skill rather than appearance.
• Providing in-depth profiles of female players and their journeys.
• Regularly covering women's leagues and tournaments.

Negative Coverage:

• Ignoring women's football altogether.
• Referring to female players as "girls" or using demeaning language.
• Focusing on personal lives or relationships rather than athletic performance.
• Perpetuating stereotypes about women's physical capabilities.

A contrasting example can be seen in the initial media response to the US Women's National Team's (USWNT) fight for equal pay. While many outlets championed their cause, others downplayed their achievements or argued that they did not deserve equal pay based on viewership numbers, conveniently ignoring the significantly lower investment and promotional efforts afforded to women's sports.

The future of media coverage of women's football

The future of media coverage of women's football looks promising, with increasing investment in broadcasting and digital platforms. However, sustained effort is needed to ensure equitable and respectful representation. This includes:

• Increased Investment in Broadcasting: More airtime and resources dedicated to women's football.
• Training Journalists on Gender-Sensitive Reporting: Promoting fair and accurate coverage.
• Promoting Female Voices in Sports Media: Increasing the representation of women in sports journalism and commentary.
• Utilizing Social Media: Leveraging social media platforms to engage with fans and promote women's football.

Digital platforms and streaming services are playing an increasingly important role in expanding access to women's football. Platforms like ESPN+, DAZN, and Twitch are providing live coverage and on-demand content, reaching a wider audience and fostering a greater sense of community around the sport. Continued investment in these platforms is crucial for the long-term growth and sustainability of women's football.