Is FIFA's planned $1 billion investment enough for women's soccer?

Soccer, just like most sports has been a "male domain" for a long time. Over the years women have been working to make their mark in the sport and we have noted a remarkable rise in the recognition of women soccer. Women from all walks of life view the game as a tool for cutting across all boundaries in terms of society, race, religion, ethnicity and socio-economic circumstances.

Ashlyn Harris, Alex Morgan, Megan Rapinoe, and Allie Long celebrate during the U.S. Women's National Soccer Team Victory Parade and City Hall Ceremony on July 10, 2019 in New York City.

(July 9, 2019 - Source: Getty Images North America)

The introduction of the pinnacle of women soccer, FIFA Women’s World Cup in 1991 and subsequently the FIFA U-20 and U-17 Women’s World Cup in 2002 and 2008 respectively was a major milestone. Investments at the grassroots level increased. The FIFA Forward program has made the genesis of new leagues and competitions possible with increased funding. The level of play has dramatically improved, media attention has increased exponentially, and the game has grown in popularity. However, there is no denying the fact that soccer is still a male-dominated sport. The question now becomes how do we make women soccer just as big?

Why women soccer is still not as big as the men's

One of the reasons why women soccer always seems less exciting lies in the media itself. Quality media coverage plays a major role in the prominence of a sport. While the common perception is that if women soccer was worthy of more coverage they would have it, what is apparent is the fact that the popularity of the game comes from the media itself. Men’s soccer is definitely going to seem more exciting since they have higher production values, higher-quality coverage, and higher-quality commentary. In contrast, there are fewer camera angles, fewer cuts to shot, fewer instant replays when we watch women’s soccer, so hell yeah, it’s going to seem to be a slower and less exciting game.

Perhaps we do look at soccer as a feminist issue, but that is because it is. Some argue that women soccer is less prominent than men's soccer because of the gap in physical strength and athleticism lying between genders. However how sure are we that it is a good enough reason to push men's soccer into prominence over their female counterparts? Is it not just us being a chauvinistic society? I am sure a lot will agree with me that one of the best soccer games that they have ever watched regardless of gender was the Canada vs USA Olympic match in 2012. Canada’s Christine Sinclair put her team on her back and almost carried them into the gold medal match, only to be thwarted by questionable officiating. Sinclair displayed great athleticism that some of her male counterparts have never been able to display. That game represented the beauty of athletic competition.

Fans of Canada before the match between Canada and Zimbabwe womens football for the summer olympics at Arena Corinthians on August 6, 2016 in Sao Paulo, Brazil.

(Aug. 5, 2016 - Source: Alexandre Schneider/Getty Images South America)

However, if female fans cannot consistently support women soccer in order for the teams to remain solvent, why should men suffer a gender inequality stroke? Women themselves tend to be enemies of the game for not rendering enough support to their kind, the way males do.

Lack of proper support and funding resulting in lower salary rates and revenue obviously makes the women's game less appealing to young girls and less lucrative to investors.

The much needed intervention

Over the years, women have treated soccer as more than just a game, playing with passion (whether it's in the stadium or on village fields, with world-class gear or hand me downs). This drive to take the game to the next level has also been noted. This hasn't gone unnoticed as various sponsors began to see women's soccer clubs as lucrative investments. Consequently, media coverage increased and so did the fan base. However, the competitive and commercial success women soccer has attained over the years stands in stark contrast to the underlying challenges that face the game and its leaders when it comes to development from the grassroots – which represents the future of the game away from the spotlight.

FIFA has done a great job investing in women's soccer through various programs such as the FIFA Forward program that has made funding at the grassroots level possible. Resultantly, new leagues and competitions have been created awarding a lot of women the chance to play the game on a higher level.

Apart from financial investments, FIFA’s Women’s Football Strategy also outlines how the governing body plans to work with confederations, member associations, clubs and players, the media, fans and other stakeholders to confront and surmount the challenges faced in the game.

FIFA's recent contribution has made huge waves, at the FIFA Football Conference in Milan in September 2019, soccer’s supreme promised to invest $1 billion in the women’s game over the next four years. (2019 to 2022). “We need to be a little bit brave and a little bit bold if we want to move women’s football onto the next level – we need to stop copying what we do in the men’s game,” said Infantino (FIFA president).

South Africa line up prior to to the Women's Group E first round match against China PR on Day 1 of the Rio 2016 Olympic Games at the Olympic Stadium on August 6, 2016 in Rio de Janeiro, Brazil.

(Aug. 5, 2016 - Source: Harry How/Getty Images South America)

Aside from the billion-dollar funding, Infantino plans to launch a Women’s Club World Cup within the next two years (2020 and 2021) and revive his idea for a Women’s World League, mimicking a Nations League on a global scale. In addition to the above, during the June annual congress of the world federation, Infantino earmarked $500 million for the women’s game in the 2019-2022 cycle. This was in response to criticism over the minimal prize money on offer at the Women’s World Cup in France. After the success of the competition, that plan was quickly revised. The tournament’s expansion to a 32-team format for the 2023 iteration got fast-tracked so as to exploit the game’s new success.

There is no denying that FIFA is indeed doing a great job in supporting the women's game. However, the two burning questions are: "who benefits from this funding?" and "is it enough"?

Who benefits from the billion-dollar deal?

Details on how the $1 billion will be funded, distributed and audited to ensure that it reaches women and girls at the grassroots and truly grows the game, remain vague. However, it is apparent that much development will be considered at the top of the pyramid, further elevating leagues that are already established and have guaranteed lucrative charts. This will indeed increase the popularity of women soccer and guarantee better salaries and benefits for players who already belong to certain leagues. This is an awesome deal, but what happens to the rest of the girls playing soccer in village fields, with great passion but zero opportunities?

"A change made to the top layer of the pyramid will always be short-lived until a change is made to the base." - Lovejoy Munamati

Is the billion-dollar funding enough?

Increasing funds in women soccer will undeniably lift the game's influence to an unimaginable level. FIFA's billion dollars will go a long way in further improving the game's influence. However, is money the ultimate solution? Will it solve the various problems that lead to the women's game being less influential than their counterparts? Will it really bring the change we are looking for?

Well the simple answer to all these questions is NO. Of course we need funding to move forward and to ultimately change the game. However, to help everyone involved, be it an established player or a simple girl with nothing but passion and dreams of brighter days playing somewhere in a village we will need more than just funds.

The long-standing lack of women in positions of responsibility in the football community has led to limited voices to advocate for change. Years of institutional neglect and a lack of investment have prevented girls and women from playing the game and from assuming roles in technical, administrative and governance functions. Honestly only a woman can understand the pains and needs of another, a man in power can try to but never pinpoint the actual problem women are facing. In 2016, the FIFA Congress made the first steps to rectify this problem by approving some landmark decisions for women’s football and the representation of women in football. Realizing that funds alone will not solve this issue, FIFA football strategy has put a plan forward to include women in administrative roles and correct historical errors.

As much as we want funds to keep pouring in, the truth is funds don't just pour into washed-out associations. To receive the maximum amount of funding, federations must meet certain criteria including investment in women’s soccer, according to FIFA’s Forward 2.0 program.

These criteria include:

a) Organizing a regular, nation-wide women’s competition that lasts over a period of six months, involving at least ten teams, and playing at least 90 matches

b) Having an active women’s national team that plays at least four official or friendly matches in one calendar year

c) Having active girls’ national teams in at least two age categories who play at least four games per calendar year.

However not every association can manage to meet the above conditions as roughly a quarter of FIFA member associations simply don’t field senior women’s teams. A good example is Pakistan’s women’s national team which last played a game in 2014, the year the national league became defunct. Pakistan is not a loner, after participating in the 2015 Women’s World Cup, Colombia barely played competitive soccer. So in essence funding alone is a good solution for well-established associations that can easily sustain their influence, of which many teams struggle to do that.

“Over the years, women have treated soccer as more than just a game, playing with passion (whether it’s in the stadium or on village fields, with world-class gear or hand me downs). This drive to take the game to the next level has also been noted. This hasn’t gone unnoticed as various sponsors began to see women’s soccer clubs as lucrative investments. ”

— Lovejoy Tabeth Munamati, FirstTouch Africa

FIFA can do much more

Apart from providing funds FIFA can do so much more for women's soccer. The FIFA women's football strategy has outlined its objectives as part of the FIFA forward 2.0. The objectives illustrate support that goes beyond funding and includes:

Megan Rapinoe receives The Best FIFA Women's Player of the Year award from FIFA President Gianni Infantino during The Best FIFA Football Awards 2019 at Teatro alla Scala on September 23, 2019 in Milan, Italy.

(Sept. 22, 2019 - Source: Emilio Andreoli/Getty Images Europe)

Growing participation

Increasing the level of female participation in football is central to the organization’s ability to reach the goals and objectives outlined in FIFA 2.0: The Vision for the Future. This will allow FIFA to reach both communities where soccer is not well established and those where women grace the pitch every day. The non-profit organization will work diligently to ensure that more women have increased access to football in regions all over the world while supporting its member associations in achieving their own women’s football objectives.

Enhance the commercial value

FIFA's effectiveness to commercialize its competitions and events determines its ability to develop the game. With tremendous opportunity to expand its development efforts by creating new revenue streams from its women’s competitions and events, the organization will optimize existing competitions in order to maximize their quality.

Build the foundations

Building upon the current foundations to effectively govern and regulate a more sophisticated women’s football ecosystem is one of FIFA Forward 2.0's goals. The organization will further develop leadership training platforms designed to attract women to the upper ranks of the football industry. With the knowledge that increasing female participation in football will play a major role in realizing the organization’s larger goals of growing the game, FIFA is pretty keen on women's soccer development.

The goals of the FIFA Forward 2.0 for women’s' soccer are to be achieved using a 5-pronged strategy. The strategy involves developing and growing the game, showcasing, communication and commercialization, governing and leading, education and empowerment.

With all the above interventions along with the billion-dollar investment, women's soccer should be good to go. However infrastructural development is another issue to contend with. Infrastructure development at both club and national team level is one sector FIFA can venture into. With state of the art infrastructure comes great passion, skills in the game. Hence FIFA's 1-billion-dollar investment might still not be enough to ultimately develop women's soccer. However, the investment will go a long way in changing women's soccer as we know it. As FIFA's president, Infantino stated while speaking about the investment:

"There will be a before, and an after, the Women’s World Cup 2019, in terms of women’s football,”

FIFA’s battle to win over top clubs ahead of the revamped 2021 Club World Cup

FIFA announced in October 2019 that the first edition of the revamped 24-team Club World Cup will take place in 2021. The announcement of the expanded tournament received some push back from major clubs who are reluctant to participate in the tournament. This fact puts the success of the tournament at risk, which depends on clubs and their willingness to compete in the worldwide tournament. FIFA is under pressure to rebrand the tournament and make it a favorite among fans as well as to address the issues raised by clubs as an integral part of restructuring the competition.

Photo Credit: FIFA.com

The main issue on the table for the recently formed World Football Clubs Association (WFCA) is the FIFA Club World Cup which will require substantial coordination between the world governing body and the clubs in order to improve the scheduled world cup contest.

The New World Club Cup format

China will host the first-ever edition of what FIFA boss Gianni Infantino calls a real showcase of the world’s best teams.  The move to expand the tournament from 7 teams to 24 teams is set to be a spectacle for fans who will get to see the best teams around the globe. Eight teams will come from Europe, six from South America, 3 from Africa, Asia and North America as well as one for Oceania. The tournament is likely to close the gap on some of the inequalities that hinder the development of the game in some parts of the world. European teams have won 11 out of the past 12 Club World Cups, and South American sides reached the final eight times in the past 12 years. The move by FIFA is a step forward for the global game by offering smaller leagues an opportunity to compete against the best in the world.

“The new FIFA World Cup for clubs will be a competition which every person who loves football looks forward to. It is the first real and true world cup for the best teams and clubs in the world.”- Gianni Infantino, FIFA President

Along with dealing with the backlash from clubs, the announcement caused a storm of criticism for FIFA’s decision on choosing China amidst human rights accusations over the protests in Hong Kong and the ongoing crisis of Uighur Muslims in China after FIFA had originally set the host as Qatar. However, the deaths of migrant workers during the construction of stadiums received strong criticism from human rights organizations over the treatment of migrants in Qatar. FIFA has been accused of not paying enough attention to human rights violations, which are among the problems that Infantino is faced with in launching the revamped cup.

ECA stands by its European Agenda

Photo Credit: UEFA.com

The European clubs have disagreements with FIFA over the expansion of the Club World Cup and with none more so than Juventus and European Club Association president, Andrea Agnelli. The ECA represents 232 of the continent’s leading sides and is in charge of the UEFA Champions League. Unsurprisingly one of the fiercest critics of this move has been the Italian billionaire highlighting that the FIFA corruption scandals culminating in 2015 arrests are a reason for FIFA to focus mainly on its role as a governing body to avoid such situations. Infantino invited seven top clubs, including Manchester United and Manchester City, to hear the proposals in Zurich.  As Europe’s biggest governing body with the capacity to give FIFA fierce pushback, ECA maintains that FIFA should keep its place a governing body and play its role of just regulating the sport. Angelli’s plans for European football include making the seasons in Europe more connected and taking the European game to a whole new level. He also talks of “harmonization” of transfer windows, refereeing, and a mandatory summer month of rest for the players.

His other ambitious plans to raise up the UEFA League, will most of all come head to head with Infantino’s plans for an expanded format for a worldwide tournament. Infantino has already spoken to some teams in closed-door meetings, including big guns such as Barcelona and Real Madrid with big monies promised for participation. However, Agnelli has also raised concerns on the investment and the financial backing that FIFA has promised to put into the tournament, adding that the new structures were reminiscent of FIFA’s past dealings that led to the biggest corruption scandal in football history.

Photo Credit: FIFA.com

Can FIFA’s past be rewritten?

Infantino has tried his best to revamp FIFA and move away from the high profile corruption scandal that went down in 2015 implicating long term serving FIFA president, Sepp Blatter. A number of FIFA’s top brass received prosecutions from American and Swiss authorities over their involvement in bribery. A total of fourteen people were accused and investigated for a $150 million scheme that included bribes and kickbacks. FIFA senior vice president David Chung of Papua New Guinea was banned for 6 1/2 years and Kwesi Nyantakyi of Ghana was banned for life. Sheikh Ahmad of Kuwait withdrew his re-election candidacy when implicated in bribing voters. Reinhard Grindel of Germany resigned. Infantino was also investigated and soon cleared in 2016 by the FIFA ethics committee for his use of private jets. However, skepticism around the governing body’s dealings shadows the decisions that have to be made by FIFA. The arrests were a disaster for FIFA and it can be argued that the unscrupulous dealings of the former administration have cast a wary eye from most club presidents who are of the view that FIFA should be playing a role as the governing body and nothing else.

“Some of the fiercest criticism of the new format was that FIFA failed to consult clubs on the new calendar and how the tournament will be financed. As of late, eight clubs came together to form a club representative body called World Football Club Association which serves as a platform for constructive dialogue between the clubs and FIFA.”

— Margaret Mandeya, FirstTouch Africa

WFCA, a softer landing for FIFA

On WFCA, it is a friendlier alternative to ECA which has been opposed to FIFA’s current plans that are willing to cooperate with the governing body to make the flagship tournament successful in 2021. WFCA is currently made up of eight club representatives from Europe, Africa, Asia, and South America. Members include Real Madrid president Florentino Perez, TP Mazembe, River Plate, Boca Juniors, Club America, Guangzhou Evergrande, New Zealand’s Auckland City, and Italy’s AC Milan leaders as well. The association is hoping to grow into a global platform for clubs and adding new clubs to the list of its members. WFCA working with FIFA adds merit to FIFA’s bid for the revamped World Cup and its proposal. This platform serves as a conduit for clubs to discuss their issues with FIFA and make sure that a tournament does happen and is in accord with the rest of the club’s interests.

With 2021 around the corner, FIFA’s work to gunner full support from clubs and the WFCA’s efforts remain crucial in ensuring the success of the revamped 24-team Club World Cup scheduled for China.