FIFA Women’s World Cup: Where do we go from here?
Legacy – the long-lasting impact of particular events. A moment in time that changes the course of life, but in this case, the alteration of women's football. The FIFA Women's World Cup concludes by crowning a new world champion, Spain, and brings an end to what has been the most scintillating four weeks of football in Australia and New Zealand. New players announced themselves on the biggest stage, young players stepped up to take the mantle, and new rivalries were formed. A hundred and sixty-four goals scored, 55 clean sheets kept, and celebrations that will now be played out in video games. This was a tournament breaking new records, achieving feats that were once a dream.
When the tournament kicked off, FIFA announced that this would be the biggest Women's World Cup ever held. This was deemed as a "legacy tournament" – in other words, it would be so impactful that it would take the women's game to new heights. The impact was undeniable and even contagious. Australians fell in love with their Matildas, Colombia sent Sydney into bedlam, South Africa danced their way into our hearts, Jamaica made sure we noticed them, Morocco left a profound influence on Muslim girls, tears were shed for Nigeria's miracle run, Panama made every goal feel like a victory, and Philippines embraced their women's team. People of all ages crowded the streets, thousands travelled in to soak the atmosphere, and even airlines streamed the penalty shootout of the Australia versus France match. It was at times emotional, but it was beautiful.
Since Australia's run ended in the semi-finals, the Anthony Albanese government pledged $200 million to the development of women's sports in the country. Attendance across the tournament highlights the growth of women's football. Despite the long and expensive flights to reach the Oceania countries, thousands flew in from across the world to attend the tournament. More than two million people attended matches, and Australia has reported $7.6 billion in earnings from retail and tourism over the four weeks of the tournament. In the knockout rounds, ticket demands soared beyond supply and all grounds were sold out before the quarter-finals even took place. These numbers are important because often the argument used to bring down women's football is that it does not attract as many fans as the men's version to rationalise a higher pool of money to be diverted to the sport's development.
The tournament was strategically and brilliantly advertised and marketed. Adidas, the headline sponsor, invested heavily in the tournament and is reaping the benefits from it. Both Nike and Adidas reported significant revenue from shirt sales. However, there were instances where the demand was underestimated – an issue that has arisen in the past year due to the unpredictable growth of the game. Fans found themselves resorting to customising their own T-shirts and even creating goalkeeper jerseys. The oversight was pointed out by FIFA's Best Goalkeeper of 2022, Mary Earps, who expressed disappointment in the lack of attention given to goalkeepers. In line with the recurring theme of the tournament that "actions speak louder than words," goalkeepers emerged as standout performers. Zecira Musovic, MacKenzie Arnold, Dominic van Domselaar, and Mary Earps' performances were impossible to ignore. By the conclusion of the tournament, Nike issued a statement apologising for overlooking them.
Players demonstrated their appreciation for the trust vested in them by delivering top-quality football on the pitch. Aitana Bonmati, the recipient of the FIFA Golden Ball award, exemplified that playing football with finesse, often associated with men's football, is entirely achievable. Her football prowess earned admiration even from Pep Guardiola, the Manchester City manager, who recently praised her in an interview, labelling her as his favourite player and the "Iniesta of women's football." Holding such a lofty comparison speaks volumes, but Bonmati undeniably deserves this recognition for her pivotal role in Spain's historic World Cup victory.
While players fulfilled their roles on the field, the world of sports exhibits a duality, especially evident in women's football. Triumph and heartbreak coexist, as one team emerges victorious while another departs with shattered dreams. The last time a new country emerged victorious in the women's world cup was in 2011 with Japan. Thus, the anticipation was palpable as we awaited the crowning of the new world champions following the exit of USA. Australia was propelled by the outpouring of love and support as one of the host nations. Sweden endeared themselves with ABBA-themed celebrations that touched our hearts. Japan showcased captivating football, reminiscent of their 2011 triumph. Colombia became the sentimental favourite of many. Netherlands valiantly battled their opponents to prolong their journey. However, amid these diverse narratives, one team garnered distinctly polarised opinions – Spain.
When it came to Spain, a divisive thought always loomed overhead. The circumstances under which they entered this World Cup were under scrutiny, with Jorge Vilda's role in the team questioned. Many football fans feared that Spain's triumph in the World Cup would diminish the hard work put in by the smaller African, Asian and South American teams, rendering their efforts in vain. Then it happened: Spain emerged as the World Cup champions. Even as we witnessed two of the finest midfielders of our generation, Alexia Putellas and Aitana Bonmati, realising every footballer's dream, a mix of emotions accompanied the moment.
The allegations against Vilda are too significant to ignore and the RFEF response, tweeting captions like "Vilda IN," a playful reference to the "Vilda OUT" tweets used by Spanish fans just a few months ago, encapsulates the situation. This is a loss for women's football in several ways, as there's now a looming concern that federations may employ his case as a precedent to remain unyielding in their decisions, even if those choices are detrimental to the player's well-being.
Spain's prospect in the realm of women's football is promising, with burgeoning talent across all age categories significantly elevating the quality of the game. The RFEF holds a clear responsibility towards its players and must take proactive measures to not only hear their voices but also safeguard their welfare. The context of this tournament is disappointing on multiple levels, as it puts their fans in a difficult situation and conundrum of how to celebrate a victory that is worthy of all the praises but also scrutiny.
While this groundbreaking tournament might have deserved a more joyful conclusion, this author will reflect on the substantial boundaries that have been shifted, and the potential impact on increased participation of girls across all levels in women's football. It remains crucial to continue advocating for better environments, improved facilities, and equality in women's sports. If actions indeed speak louder than words, these footballers have unequivocally demonstrated their worthiness of the support they seek and require. If we don't listen to them now, then what are we actually doing here? They have inspired countless individuals, driving a surge of young girls' participation in football worldwide. The demand for the game is evident, and the time has come for organisations to respond to this demand appropriately.
Raiyan Binte Rafiq is a sports columnist for The Daily Star. She is currently pursuing an LLM, while freelancing for FootballCo and INDIVISA to cover UEFA Women's Champions League and Women's Super League. She also oversees recruitment at Next Level Sports Management based in Bangladesh.