Tagged / women’s football

Conversation article: Fans are finding out just how disappointing merchandise for women’s football is

BU research, Featured, Research communication, the conversation

Dr Keith Parry co-authors this article for The Conversation about the choice and availability of kits for women’s football fans…

Fans are finding out just how disappointing merchandise for women’s football is

Keith Parry, Bournemouth University; Beth Clarkson, University of Portsmouth, and Katie Sveinson, UMass Amherst

England goalkeeper Mary Earps was named player of the match in England’s victory over Nigeria in the Fifa Women’s World Cup. She has played a key role in England’s recent successes, not just at the World Cup but in previous tournaments. Her performances have made her a hero to her fans.

But Earps’ fans are unable to emulate her by wearing a replica of her goalkeeper shirt: it is not being put up for sale by team kit manufacturer Nike. Earps has said that her goalkeeping shirt not being available to buy is “hurtful”, and a petition by fans calling for the shirt to be produced has reached over 35,000 signatures.

We are currently researching the availability of kits for women’s football fans, together with colleague Jess Richards. The merchandise and clothing available to female fans and male fans of women’s teams is often limited, undesirable or just not available.

Female fans have expressed dissatisfaction with merchandise offered in varying shades of pink. A women’s Manchester United shirt with a low neckline produced in 2015 was criticised for sexualising fans.

Or women may feel obliged to buy a shirt that doesn’t fit them if women’s cuts (shirts made to fit the shape of a female torso) of men’s team shirts are unavailable.

Here, we’ve looked at the kits women can buy on the official online stores for six teams to explore some of these issues.

World Cup clothing

The official online store for England football kits currently highlights the women’s home kit on their home page. Fans can buy a men’s cut – a shirt fitted to the shape of a male torso – of the Lionesses’ shirt, including personalised versions with player names on.

But female fans have fewer items available specifically for them in the store. There are no women’s fit versions of the men’s national team jersey.

The same is true for France – men can buy a men’s fit of the women’s team kit, but there is no women’s fit of the men’s team jersey currently available.

In their official online shop the Republic of Ireland offer women the women’s national team jersey in two different fits. They do also have the women’s national team goalkeeper kit for sale. However, the men’s team shirts are available in both long and short sleeved versions, but the women’s team shirts only come with short sleeves.

The online store for Canada Soccer also features the women’s kit prominently, but the high-end “authentic jersey” is only available for the men’s team, and only in men’s sizes. A women’s fit of the men’s jersey is not available at all.

US soccer fans hoping to emulate women’s team goalkeeper Alyssa Naeher are currently only able to buy outfield shirts with her name on it on the official kit website. The only goalkeeper jersey on offer is for the men’s national team and it is only available in a men’s fit. The store has many more items for men than for women, even for products replicating the women’s national team kit.

In 2020 in Australia the away version of the Matildas’ kit, produced by Nike, was not initially available in a women’s cut. Football Australia now has equal availability in terms of the replica jerseys and there are more items for women than for men. But the replica shirts that are currently available for the men’s team are only offered in men’s sizes.

Buying merchandise and especially replica shirts is important to fans. It is a way to show loyalty to a team and helps to develop a sense of identity.

The fan clothing worn by women can affect whether they feel they are considered as “authentic” fans. Sporting culture continues to be dominated by men.

Subtle differences in how women’s sport is treated, such as those we have found here, show that women are still disadvantaged. It is important that fans continue to push for equal opportunities on and off the pitch.The Conversation

Keith Parry, Head Of Department in Department of Sport & Event Management, Bournemouth University; Beth Clarkson, Senior Lecturer in Sports Management, University of Portsmouth, and Katie Sveinson, Assistant professor, UMass Amherst

This article is republished from The Conversation under a Creative Commons license. Read the original article.

 

Conversation article – Women’s football: record crowds and soaring popularity – here’s how to keep it that way

BU research, Featured, Research communication, the conversation

Dr Keith Parry writes for The Conversation about the increasing popularity of women’s football and how to ensure gains in women’s sport are not lost…

Women’s football: record crowds and soaring popularity – here’s how to keep it this way

Keith Parry, Bournemouth University

On Boxing Day 1920, a sell-out crowd of 53,000 watched a women’s football match at Liverpool’s Goodison Park, with others waiting outside. With more than 900,000 women working in munitions factories during the first world war, many factories set up women’s football teams to keep the new female workers healthy and safely occupied. At the time, women seemed to be breaking barriers in sport and society.

But it would be almost 100 years before similar numbers of spectators were seen again at women’s sports matches, and in 2022 crowds are now breaking world records. In March, for example, 91,553 people watched Barcelona play Real Madrid in the UEFA Women’s Champions League – the highest attended women’s football match of all time.

The reason why it took so long to get here is that after the first world war progress for women slowed, and even went backwards. By 1921 there were 150 women’s football teams, often playing to large crowds. But on December 5 1921, the English Football Association’s consultative committee effectively banned women’s football citing a threat to women’s health as medical experts claimed football could damage women’s ability to have children. This decision had worldwide implications and was typical of attitudes towards women’s sport for many decades.

Women’s professional sport is now seeing dramatic changes. England will host the 2022 Women’s Euros later this year, and tickets for the final sold out in less than an hour. There is clear demand from fans and not just for women’s football, but other professional women’s sports.

In 2021, 267,000 people attended the women’s matches in English cricket’s new domestic competition, The Hundred, making it the best attended women’s cricket event ever. A year before, another cricketing record was set with 86,174 spectators at the Women’s T20 World Cup final between Australia and India at the Melbourne Cricket Ground. Record crowds for professional women’s matches have also been seen recently in rugby union.

There is increasing investment in women’s sport and a rising number of professional athletic contracts for women. Clubs and organisations are finding that if people know about women’s sport they will attend games and watch it on television.

TV coverage is vital

In a sign that the times really may be changing, the current minister for sport, Nigel Huddleston, and the home secretary, Priti Patel, announced that they are minded to add the (FIFA) Women’s World Cup and the Women’s Euros (UEFA European Women’s Football Championship) to the list of protected sports events. Set out in the 1990s, these are the “crown jewels” of English sport, deemed to be of national importance when it comes to television coverage. The list has not included any women’s events until now, and the proposed change is crucial to keep women’s sport visible for as large an audience as possible.

Football has also seen considerable growth in participation. In 2020, 3.4 million women and girls played football in England and the world governing body FIFA aims to have 60 million playing by 2026.

The wider picture is perhaps less rosy. There are 516,600 more inactive women than men in England. Girls are less active than boys, even though their activity levels increased comparatively during the early stages of the COVID-19 pandemic.

Nonetheless, this pandemic-related increase also points to positive changes. During the lockdowns, there was a shift away from traditional team sports to fitness classes and walking, which have traditionally appealed more to women and girls. In a similar way Sport England’s This Girl Can campaign, which was relaunched in January 2020, aimed to break conventional ideas that physical activity and sport are unsuitable for women. Sport England’s evaluation states that 2.8 million women were more active due to the overall campaign.

With traditional masculine ideals slowly being replaced across society, these changes can also be seen in sport. Sport is also becoming more inclusive for minorities.

And, as happened around 100 years ago, women’s rights and equality in society and workplaces are improving. The #MeToo movement has brought sexual harassment to the forefront of public awareness and is gradually shifting workplace culture.

Threats ahead

However, this is not time for complacency. The pandemic has affected women more than men and in different ways, slowing progress. Greater domestic responsibilities impacted on women’s free time more than men, reducing time for physical activity. Similarly, funding cuts in sport may threaten the gains that have been made in women’s sport. And many males continue to hold unfounded, stereotypical views such as women in sport being more emotional than men.

Recently, my colleagues and I mapped out five actions needed to make sure that recent gains for women’s sport are not lost, see below. With changes in society, widespread support for gender equality, and the current popularity of women’s sport, now is the time to act on these changes to ensure that it is not another 100 years before we see the recent attendance records broken. Gender equality is a societal goal and it should be in sport too.

Roadmap for the success of women’s sportThe Conversation

Author provided

Keith Parry, Deputy Head Of Department in Department of Sport & Event Management, Bournemouth University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Why this football tournament should be called the men’s World Cup

BU research, Research communication, the conversation

By Dr Jayne Caudwell, Bournemouth University

The globalisation of football means it can now be found in most parts of the world. It is celebrated as the national sport in many countries. But, we forget that “football” actually means “men’s football”. It’s the same with other popular sports – our habit is to refer to basketball and women’s basketball, cricket and women’s cricket, ice hockey and women’s ice hockey. This naming places men’s football as the dominant universal and natural norm, while women’s football becomes the “other” version.

If we want a level football playing field, then “football” should be redefined by changing our reference to tournaments, championships and leagues to “men’s football” if that is what is being played. It’s time we started referring to the men’s football World Cup, just as we refer to the women’s football World Cup.

Women and girls have long been treated as second-class citizens in the many worlds of football, including playing, officiating, governing and spectating. And indeed, in the build up to the 2018 men’s World Cup, there was much discussion about racism and homophobia – but practically none about football, gender, sexism and misogyny.

The histories of the development of football in most countries around the world show that women and girls have been denied access to pitches, equipment, coaches, training, stadiums and financial support. These material opportunities are important because they enable and validate participation – and full football citizenship.

Finland takes on Austria in a qualifier for the 2019 Women’s World Cup. EPA

Media sport pages cover men’s sport. During the football season, the coverage is dominated by stories of men’s football. Women footballers seem to not exist. The sport press obliterates them.

But women and girls are playing, officiating, spectating and commentating on the game in ever increasing numbers around the world. The England women’s team outperforms the men’s team on the European and world stage. They are currently ranked ten places higher, in second position. And yet, the gender pay gap in football is atrocious.

Ignoring sexism

While Russia, as host of the men’s football World Cup 2018, has been criticised for its poor record in dealing with homophobic and racist abuse, nothing has been said about gender-based abuse or discrimination.

Instead, ahead of the men’s World Cup, Russian MPs have been arguing over whether Russian women should or should not have sex with visiting (presumably male) football fans. The UK Foreign Office released advice on race and LGBT concerns, but there’s nothing on how sexist chanting can make men’s football a hostile environment for women. You only need to look at the sexism experienced by doctor Eva Carneiro and assistant referee Helen Byrne in the men’s premier league to see how this plays out.

What’s more, many of the concerns about homophobia and racism at the men’s World Cup stem from wider cultural issues in Russia. The same problems are evident with sexism and misogyny, yet they are curiously absent from the discussion when it comes to football. Cultural problems that affect men extend into the sporting arena, but not those that affect women.

In 2017, the Russian parliament passed legislation loosening laws on domestic violence. Russian women who support the #MeToo movement have come up against draconian assembly laws that say only one person is permitted to make a public protest.

There are no campaigns in international men’s football that aim to stop sexism, or call for anti-sexism and an end to gender-based violence.

Meanwhile, the women and girls who have fought hard to play football often encounter negative responses from the general public and from the media. Sport sociologists have found that sportswomen are trivialised, sexualised and experience symbolic annihilation – they simply don’t exist in images of the sport. A recent poster depicting Iranian fans is a prime example. Not a single female face features.

Women’s and girls’ sporting achievements are reduced as a result of ridicule. Their bodies are considered sexual objects rather than for playing sport. Former FIFA president Sepp Blatter’s comment that women should play in tighter shorts to attract more fans to the game is a classic example of this. More recently, feminist author Laura Bates challenged FIFA for describing player Alex Morgan as “easy on the eye and good looks to match” as well as the FA for tweeting about “lionesses go back to being mothers, partners and daughters” after playing in the women’s World Cup.

It’s easy to imagine that this men’s World Cup in Russia will continue to disregard gender, sexism and misogyny. And yet, sport, specifically football, has potential to incite change, and reform.

Renaming to men’s football is an easy and simple step in the direction towards equality. We may as well start with the men’s World Cup 2018.

Jayne Caudwell, Associate Professor Leisure Cultures, Bournemouth University

This article was originally published on The Conversation. Read the original article.