In today’s final, the Lionesses faced heartbreak, but the Fifa Women’s Football World Cup has captured audiences with its captivating moments. From the beginning, fans were treated to a mix of exceptional skill, dramatic incidents, and surprising outcomes, resulting in record-breaking attendances and viewership throughout the tournament. This incredible growth extends beyond women’s football and can be seen in rugby, cricket, and netball, where these sports have seen increased crowds, television viewership, and sponsorship deals. In fact, the success of our national women’s teams has surpassed that of their male counterparts on the global stage.
With this in mind, it begs the question of how we should refer to these championships. Should we drop the “women’s” label and simply call it the Football World Cup? World Rugby took this step in 2019 by renaming the Women’s Rugby World Cup 2021 to Rugby World Cup 2021, setting a global precedent. However, can this approach be applied to all sports?
If I were to mention Arsenal, the Champions League, or the England football team to a stranger, they would assume I’m talking about the men’s teams. Men’s sports have taken precedence in our society for the past 150 years, so it’s no surprise that when we hear that “England have won the Six Nations,” we automatically assume it’s the men’s team (although it’s more likely to be true of the women, who have won the tournament 20 times compared to the men’s seven victories).
So, while I would love to eliminate the need for gender markers in sports, at the moment, I would suggest including “men’s” when referring to male teams, leagues, and championships that have a female equivalent. Otherwise, we end up with a hierarchy where the female teams always seem inferior to the original men’s versions. This perpetuates societal sexism, influencing everything from the gender pay gap to gender-based violence against women and girls. If we can address this belief in the context of a prominent sport like football, it could have a broader impact on cultural attitudes towards gender.
Even the internet reflects this bias. When searching for “England Cricket Captain,” I had to sift through 77 images to find a photo of Heather Knight. Despite search engines knowing so much about our internet histories, they still assume that searches for sports are related to male players, teams, or leagues. Historical algorithms continually present us with the wrong information, overlooking the achievements of elite female athletes and teams. Thankfully, Google is now working to rectify this inherent sexism in its algorithms, making it easier to find results on women’s sports.
Some argue that women’s national teams have already tried to distinguish themselves from the men’s by adopting names like Lionesses and Red Roses. However, why are specific names necessary for women’s teams and not for men’s? We don’t refer to England’s men’s teams as Lions or Thorns.
This situation reminds me of the All-American Girls Professional Baseball League teams in the 1940s. They gave their players names like Daisies, Lassies, and Belles, providing beauty kits and requiring them to play in short skirts. The owners wanted to highlight the femininity and heterosexuality of the players to counter the perception of sportswomen as masculine, which they believed would deter the public. While women’s sports have come a long way in dispelling these traditional tropes, traces of this bias remain today. Terms like “ladies” are still prevalent in sports like tennis and golf, where playing in skirts and dresses is still the norm.
However, times are changing. During the Women’s EuroHockey Championship, individual players will have the choice to compete in a skirt or shorts, following a change in international regulations driven by English players advocating for equality.
Women’s sport doesn’t need to mimic every aspect of men’s sport to grow. There is something special and unique about women’s sport that draws new audiences. Research from the Women’s Sport Trust has shown that 1.8 million viewers who watched the women’s Euros last summer did not watch any of the men’s World Cup in Qatar later that year.
Attending a women’s football match offers an inclusive atmosphere in the stands, suitable for the entire family. This contrasts with many men’s Premier League games, where the aggressive and vitriolic behavior of opposing fans can be intimidating, accompanied by sexist, racist, and homophobic chants. Sponsors have also recognized the appeal of women’s sports, as fans perceive them (and the associated brands) as purpose-driven, clean, inspiring, and family-friendly. Hopefully, female footballers won’t feel the need to replicate the negative aspects of the men’s game. It would be great to see less spitting in the next Women’s World Cup.
The challenge now is for those leading women’s football to capitalize on this momentum while ensuring sustainable growth for the future. While headlines may speculate about the first million-pound female footballer, it is essential to address the issue of many players in the women’s pathway earning less than minimum wage. Although progress has been made at the top level, ongoing investment and support are necessary across the entire ecosystem to provide equal opportunities for women and girls in sports throughout their lives. This encompasses everything from equal access in schools and sports clubs to increased research on women’s bodies and changes in inclusive sportswear.
We have witnessed a transformative shift in the past decade, moving towards a time when everyone can fully enjoy sports. And perhaps soon, we will simply refer to it as great sport, regardless of gender.
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