Shamefully underfunded and undervalued, teams from Canada, Nigeria (who is potentially planning a boycott), and South Africa have all protested over pay-related issues in the lead-up to this year’s tournament. In fact, with little to no support from its home federation, the Jamaican women’s team had to set up multiple fundraisers and crowdfunders to cover its partici australian business email list pation costs.
However, things are starting to change, and the playing field is leveling. One of the most noticeable markers of change in professional soccer is the fact that this year’s tournament is being led by FIFA’s first Chief Women’s Football Officer, Sarai Bareman.
With Bareman at the helm, this tournament promises to be a game changer. In 2020, FIFA’s rules on maternity leave were rewritten to reflect fairer, more realistic terms. These rules were strengthened by regulations that will enforce fines as well as transfer bans on clubs that discriminate against players during pregnancy. Building on these positive shifts, Bareman has curated partnerships, as well as communications, geared towards sharing a message of empowerment and equality while shining a brighter floodlight on the epic prowess of professional women’s football.
Given these developments, there is a clear opportunity to develop marketing campaigns that drive social change while capturing some of the most memorable moments in women’s football.