As the year 2018 will be remembered as the year of the World Cup triumph for Didier Deschamps’ men, 2019 could be equally crucial for Corinne Diacre’s players who are eager to make an impact during the World Cup at home from June 7 to July 7. At a time when football already holds a prominent international place, its future development will inevitably involve the women’s segment.
The media exposure offered by an event like the World Cup will undoubtedly be significant for women’s football, with all matches broadcast by TF1 and Canal+. However, this enthusiasm surrounding female footballers is the result of long-term work by clubs and federations that have believed, from the start, in the growth of women’s football.
It’s not easy to make a place alongside the football superstars who usually dominate the international media landscape, often to the detriment of other sports. Women’s football has also long suffered from this competition but gradually manages to secure a place at all levels.
This is particularly the case in the Champions League, where the Olympique Lyonnais women dominate the scene. As three-time reigning champions, they notably won the first all-French final in 2017 against Paris Saint-Germain, watched by 2.7 million viewers on France 2.
Olympique Lyonnais has wisely invested in women’s football to make a name for themselves on the European stage, where having a competitive team incurs lower costs compared to men’s football. This strategy is also used by many Anglo-Saxon countries, particularly in the USA, where the development of soccer is largely driven by the performances of the women’s national team, which won the world title in 2015. The US team’s journey allowed Fox to achieve its best audience for a soccer match, with over 5 million Americans watching the game against Nigeria.
There is no doubt that these constantly growing audiences played a crucial role in TF1 and Canal+’s decision to acquire the TV rights for the 2019 World Cup. Obviously, another major argument is that Les Bleues, playing at home, are among the favorites to win the world title this year. They recently defeated the reigning champions (3 goals to 1, on January 19).
This event is also eagerly awaited by the French Football Federation, which launched a plan to promote women’s football in 2011, driven by its president Noรซl Le Graรซt. Far from being just for show, real strategies have been implemented, allowing the Federation to surpass 100,000 registered female players in 2016 (compared to 54,000 before the plan’s implementation). Today, there are over 164,000 spread across clubs throughout France as players, as well as within administrations and staff.
While men’s football clubs are overwhelmed and often forced to turn away members, shining a light on women’s football allows the Federation to ensure a sustainable and significant development for the coming years.
Regarding sponsorship, women’s football is a boon for brands looking to communicate around football, relying on values of authenticity and team spirit. Unlike their male counterparts, female footballers are not associated with the vices of commercial football, which can sometimes deter advertisers. As a result, several sponsors have made women’s football their focus for many years. For instance, EDF has been very active with Les Bleues during the last World Cup in 2015 and the Euro 2017. Through its partnership, the French group highlights values of proximity and sharing through public activations. EDF notably organized a national competition to allow a young girls’ club to support Les Bleues during the Euro 2017, an adventure shared as a web series on social networks. As football is an integral part of popular culture, the development of the women’s segment could enable the Federation to enhance its sponsorship packages by combining mixed marketing rights.
Mentalities are evolving, and women’s football is gaining ground at all levels. The nomination of the first women’s Ballon d’Or, won by Ada Hegerberg in 2018, is a strong symbol and illustrates the recognition of the work accomplished by female players. In France, a victory on the international stage by Les Bleues seems to be the missing piece to definitively highlight this discipline. Let’s hope the appointment is made, on July 7 at the Groupama Stadium in Lyon.
Michael Tapiro
