By Betsefy
© Photo by Wesley Tingey on Unsplash
The UEFA Women’s EURO 2022 concluded in style with record-breaking attendance numbers. The final victory of England against Germany was watched by 87,192 fans at the Wembley Stadium, raising the total cumulative attendance to almost 500,000 for a competition that established new records throughout every tournament game.
Before a ball was kicked, the previous record audience for a Women’s EURO game stood at 43,301, going back to the 2013 final involving Germany and Norway in Solna, Sweden. It was soon shattered in the opening game of the 2022 edition, as 68,871 people showed up to witness England beat Austria 1-0.
During the group stage, records fell, including the aggregate tournament record of 240,055, established at the 2017 championships. As the knockout stages neared, the tally for the 2022 finals had hit 357,993, implying that even if nobody had watched a game after the quarterfinals, the previous record average of 9,000 visitors per game would have been easily surpassed.
Instead, the bar was set high, with new records established in the final eight and semi-finals. Then, breaking all previous attendance records, the 87,192 people that watched the final set created a historic milestone for a women’s international game in Europe, bringing the competition total to 574,875 and the average attendance to 18,544 visitors per game
How big can women’s football get?
Short answer: much, much bigger than it is right now!
Regarding football, the 2022 EURO proved that the women’s game has the potential to grow to unprecedented heights. However, with this realization comes another: women are not paid nearly as much as their male counterparts.
Without getting into the weeds on this topic, which tends to sprawl into countless arguments, the men’s game enjoys prominent promotion across all media, appearing in video games like the FIFA franchise, themed online casino games, advertisements, pre-season tours, and has generally been receiving a lot more publicity.
It could be argued that women’s football could be better if the higher-ups who control the sport made some changes to capitalize on the excitement we are all feeling after the recent tournament.
Even betting companies reported a surge in betting on women’s games, showing a more engaged audience, especially in England (who went on to win the whole thing stunningly).
All of this suggests that women’s football is growing into a large, inspiring, exciting-to-watch force that will continue to grow – given the right conditions.
How were the games received on social media?Throughout the tournament’s group stage, record numbers of fans from around the world engaged on social media, whether during the live games or in the run-up, generating and engaging with more Women’s EURO media than in previous years.
During the group stage, a total of 152.4 million interactions were produced across social media, with TikTok (39.7%), Instagram (26.1%), and Twitter (19.1%) fueling the engagement.
Meanwhile, England vs. Austria became the group stage’s most engaging and interactive match, recording more than 11.5 million interactions across social media.
The big questionWhen it comes to women’s football, the clear elephant in the room, and one of the biggest concerns, is that women still earn a minuscule fraction of what male players make at similar levels, not to mention that development in the women’s game is considerably inferior.
Ironically, this appears to be the core reason why some people prefer women’s football and why men’s and women’s football will probably never be equally valued. Men say that women can’t fill stadiums, which may be accurate, but not much is done to find out why and fix the issue.
The obligation men’s football clubs and organizations haveThe FA decided to outlaw women’s football in 1921, calling the sport “quite unsuitable for females.” Only a year before that ban, the women’s game was experiencing unprecedented success, with 53,000 fans attending a Boxing Day match at Goodison Park.
That attendance record was broken after 92 years. Because of the legacy of that prohibition and today’s male-centric structure, the top women’s teams depend on their male bosses’ benevolence.
The primary question for the FA, UEFA, and FIFA is whether women’s football is a profit-making endeavor, a box to check, or if they – and the men’s clubs who have benefited from a lengthy patriarchal framework – have a moral commitment to promote women’s soccer, even if it comes at a cost in the beginning.
Yes, the trend can continue, but it requires work. Not just the support of the fans but also systemic change in how men’s and women’s football relate to each other. They do not have to be exactly the same for women’s tournaments to be seen as valid.
Any look at the highlights from the recent game will tell you that the women’s game may be a bit different, but it inspires the same crowds with the same fervor and excitement to see a win. There is technical brilliance and incredible athleticism, with all indications showing the beautiful game, as played by women, can go much further.
That said, we still have some way to go.
