The German philosopher and economist Rosa Luxemburg said that a person who does not move does not feel the shackles that bind him. This applies to many areas of life, including sport, which is the cultural expression of the forms and relations of production in our society. The movement in this area has been intense in recent years, highlighting the deepest and most cruel 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. In sports, it could not be different, as women’s sports are increasingly gaining media attention and attracting public attention.
in a year Women’s World CupHowever, interest in women’s participation in sport has increased dramatically, a movement that also serves to highlight the enormous difficulties athletes still have to face. These are old problems, but they still exist, and are a clear sign that the old order often refuses to make room for the new order.
For example, the Women’s World Cup final, which was held in Australia and New Zealand and ended last month. The scene of sexual harassment committed by the president of the Royal Spanish Football Federation, Luis Rubiales, against player Ginni Hermoso was marked. This fact is not an isolated problem at all.
In the United States, gamers love Megan Rapinoe that it Alex Morgan They were the target of a hate campaign, due to the early elimination of the North American team in 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 has not happened in men’s football since Brazil won their second title in 2013). leather, Didi that it Garrinchain 1958 and 1962), but to players’ activism on behalf of women’s issues, such as denouncing problems such as sexual harassment.
in Brazil, Kazi TV It had to disable the Superchat function for broadcasting the Women’s World Cup in Brazil Youtube Due to misogynistic comments made by viewers.
Patriarchal culture is the cause of the major obstacles that female athletes have to face in their quest for heroism in sports. Masculinity which, in fact, prevented women from participating and shining in various sports, such as football.
In Brazil, it is known that legislation that was in effect from 1941 to 1979 prohibited Women’s football. It was not regulated in the country until 1983. In England, the sport was banned by law from 1921 to 1969. And in West Germany, from 1955 to 1970, on the grounds that it would be too aggressive. In France, secrecy was in effect from 1941 to 1970.
Brake the barriers
Despite the difficulties, women’s sports have managed to make significant progress, attracting large audiences both at in-person events and on television or live broadcasts.
Last week, for example, the largest crowd in the history of women’s sports was recorded. The most strange thing is that the match did not involve national teams, let alone professional clubs.
It was in a game volleyball A college match was held in the United States between athletes from the Universities of Nebraska and Omaha, in the city of Lincoln, last Wednesday (30). The game brought 92,003 people to an American football stadium, surpassing its previous record Barcelona that it Wolfsburgwhich brought 91,648 fans to Camp Nouin a valid dispute for Women’s Champions Leaguein 2022.
The Women’s World Cup was also marked by record-breaking events, starting with audience attendance at matches. More than 1.5 million tickets were sold in this year’s edition.
In New Zealand, the national team’s first match against Norway recorded a crowd of 39%. This was the largest crowd for a football match (men’s and women’s) in the country in the last 20 years. In Australia, the home team’s match against Ireland had an average crowd rating of 46.2%, and the match attracted 75,784 people to Sydney’s Olympic Stadium.
In Brazil, Women’s Cup matches broadcast on open and pay TV channels reached more than 63 million people in Earth And in Sportf. Brazil’s elimination by Jamaica was the Wednesday morning broadcaster’s largest audience in the past 21 years. The final of the competition, between Spain and England, received the best rating of the year in the Sunday period.
In live broadcast, the Women’s Cup broadcast also broke records at the opening. For example, Cazé TV reached 136,000 viewers for the simultaneous match between Australia and Ireland, which was played in the opening round of the tournament.
A recent survey I posted Women’s Sports Trust (WST) And the agency Two circles, shows that broadcasts of several women’s competitions in the UK were watched by 37.6 million people in 2022. The figure surpassed the previous year’s mark of 32.9 million viewers. Sports events featuring female athletes still attracted more than two million fans to stadiums in the European country last year.
“I have been tracking this growth practically, through business movement, new events, media interest, as well as audience growth,” he said. Fabio WolfMember of the tournament organizing committee Women’s Brazilian Cupa friendly football tournament for women.
Challenges
Fernanda Dias CoelhoCEO of Let her practicea women’s sports brand, celebrates the growth of female-led sports, but recognizes that there are still challenges to overcome.
“Although women’s sports are gaining popularity due to increased publicity in the mainstream press, there is still a long way to go before they become equivalent to men’s. For investments in women’s sports to be consistent, it is essential that the exposure is constant. The businesswoman said: “From the moment the exposure is greater, there will actually be a change in culture, and the investments in the sports that women play will be greater.”
Currently, Deixa Ela Treinar has contracts with women’s football teams in Vasco, Santos that it Sea trip. These partnerships are characterized by allocating percentages of the sale of licensed products to athletes.
In Fernanda Coelho’s assessment, sports media coverage plays an essential role in generating greater interest in women’s sports.
“Once the mainstream press helps spread it, people start following it,” he stressed. “The more publicity there is, the more reach the audience will have and will definitely be interested and follow more.”
Globo has already announced, for example, that it will broadcast both league matches A1 Series of the Brazilian Women’s Championshipbetween two Corinth that it Railroad. The first match will be next Thursday (7), in Ararakura (SP). The return match will be held on Sunday (10), in Sao Paulo (Spain).
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