Fifa has a point in asking broadcasters to pay more for the tournament but the game needs a quick solution before more valuable time is lost
after decades of unofficial events and demands for the world governing body to get behind the women’s game. Even that tournament, while it was run by Fifa for the first time, was held at arm’s length and called the “1st Fifa World Championship for Women’s Football for the M&M’s Cup”, to avoid any risk of it tarnishing the World Cup branding.
There has been little effort to gauge the value of the tournament in its own right, which has held back women’s football. From the big – undervalued rights – to the small – not enough official merchandise and low kit availability – for almost 32 years the Women’s World Cup has been been pretty much deemed worthless and unprofitable by Fifa. It has been charity.
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