Women's World Cup A Triumph But Maybe Not a "Tipping Point"
By Ty Duffy
The USWNT won the 2015 Women’s World Cup. Last night’s final was viewed by tens of millions. Those developments will engender a discussion about what they mean for women’s sports. The truth is a mixed bag.
There were positive developments. FOX, contrary to fears, went all in with a professional, unpatronizing presentation. Media outlets covered the tournament extensively, as a sporting event.
Old-fashioned jingoism jiggered the ratings during USWNT matches – Americans like watching Americans be good at stuff – but Japan vs. England on FS1 crushing the New York Yankees on ESPN seems significant. Grumbling about tactics and Jill Ellis’ squad selection indicates engagement beyond casual fans “cheering on our girls.”
Sports tend to reflect society rather than impacting it. But, three key USWNT contributors are out lesbians, including two of the team’s biggest stars, Abby Wambach and Megan Rapinoe. That was notable for not being a major story. Sixteen years ago, the world stopped because of a sports bra. Now, Wambach kissing her wife elicits one step above a shrug.
We also now live in a world where Nike and U.S. Soccer feel compelled to offer the U.S. women’s jersey in men’s sizes. Truth be told, we may have had a Carli Lloyd one on order, had the color scheme been sightly.
Of course, the tournament also offered firm counterpoints, that were anything but vestigial. FIFA trotted out the women as guinea pigs for artificial turf. FIFA also felt compelled to manipulate the draw to ensure ratings, attendance and general interest. Four of the top five FIFA-ranked teams not so mysteriously ended up in the side of the bracket that did not contain the host, Canada.
National advertising campaigns highlighted which American players were chosen to move product and why. We hate reading too much into Twitter trending. But, Alex Morgan and Julie Johnston were trending in the U.S., following the final. Carli Lloyd was not, after scoring a hat trick and winning the Golden Ball.
World Cup success did lead to a NWSL TV deal for 10 matches. Though, it’s not clear whether the league will be paid as part of the agreement. Only three regular season matches will be shown on television. Relying on a palpable World Cup bump may be a pipe dream. MLS didn’t get one in 2010. They didn’t get one in 2014 either, when a U.S. team led by MLS players made an unexpected qualification run. The women’s game’s nearest commercial equivalent to David Beckham (Alex Morgan) already plays there.
It’s not clear whether the Women’s World Cup will prove a tipping point–or for what. We might question whether that concept exists outside of elegantly written case studies. However, the American audience has embraced soccer. The mainstream audience has embraced female athletes without them resorting to hot pants. That’s a win, on and off the artificial pitch.
[Photo via USAT]