Politics Lurk in the Shadows of Upcoming FIFA Women’s World Cup

Jun 8

Despite claims that sports and politics don’t mix, football seems to be an increasingly prominent feature of global governance. The 2022 FIFA World Cup was a glaring example of sportswashing– the use of sports to enhance reputation or influence. Some of football’s biggest club teams are financed by sovereign wealth funds or energy drink companies, while the sport’s biggest stars are plying their trade in the Saudi Pro League. The trend of state-sponsored politicization seems to be spreading to the women’s game; concerns are being raised ahead of this summer’s 2023 FIFA Women’s World Cup, held in Australia and New Zealand.

Controversy arose in January when it was reported that the tournament would be sponsored by Visit Saudi, Saudi Arabia’s state-run tourism agency. The move was instantly criticized by human rights groups, players, and tournament officials; American star Alex Morgan said it was “bizarre” that a country in which she “would not even be supported and accepted” would be aligned with the World Cup. Despite protests by FIFA President Gianni Infantino, FIFA ultimately backtracked, removing Visit Saudi as a sponsor by March. However, the attempted infiltration of sportswashing into the tournament is worrying, especially as the sport becomes progressively more lucrative. The men’s game has been swamped by state-led funding; such money leaves the freedom of women’s football threatened.

Similarly, Infantino has decried broadcasters in England, Spain, Germany, France, and Italy for underbidding on television rights, threatening a blackout if media corporations continue to underpay. The FIFA President claimed that television bids for the Women’s World Cup were 100 times lower than the Men’s World Cup, despite viewership hovering at 50 to 60 percent of the men’s tournament. Infantino’s credibility as a champion of women’s football is questionable at best, but it is concerning that no deal has been reached– even as government ministers have begun to intervene. FIFA’s push for funding comes as Infantino has promised to increase prize fund money for 2023. To accomplish this, however, FIFA was relying on broadcast and corporate partners (like Visit Saudi) to sink huge sums into the women’s tournament. It is unclear whether FIFA will fall short of its promise to increase prize money, or if it will look for other sponsors with suspicious financial backgrounds.

In women’s football, several teams have campaigned for civil rights; the USWNT has become a champion of gender equality, negotiating a labor settlement with U.S. Soccer that guarantees equal pay. However, the threat of sportswashing– a far more insidious form of politicization– has emerged. The 2023 Women’s World Cup may reflect either the sport’s new sportswashed reality, or the fierce resistance to this unwanted change.