Stakeholder Perspective on Challenges in Women’s Football
A summary of the research:
Women's football still faces big challenges because of old unfair practices and ideas about gender, leading to less money, limited media attention, and the sport not being valued as much as men's football. Despite more people playing and paying attention, hidden cultural beliefs and system problems make it hard to achieve gender equality. This study looked at how different people and groups involved in Finnish women's football, like clubs, federations, sponsors, and media, either help or hurt gender equality, comparing what they say they believe about equality with what they actually do.
The research involved interviews with players, officials, and spectators to understand their views. The study found that even though many people involved say they support equality, their actions often don't match their words, especially when it comes to giving out resources, getting media coverage, and providing good facilities. These problems are made worse by old cultural ideas and unfair systems that continue to sideline women's sports despite growing interest. The study concluded that people and groups involved must move beyond just talking about equality to taking real, specific steps to create a fairer future for women's football.
Based on the study's results, here are three key practical takeaways for coaches and administrators:
Focus on enhancing the match day experience to attract more fans. The study suggests that women's football matches are sometimes seen as less professional. Improving things like facilities, offering more food options, and adding extra events around games can make attending matches more engaging and less "amateurish," which can help increase attendance and challenge negative stereotypes.
Work to turn players into recognizable brands and role models through media, especially social media. The study highlights that increasing the visibility of female athletes through more media coverage, sharing their personal stories and achievements, and using social media strategically can significantly increase fan interest and loyalty. Helping players build a public profile makes them more relatable and encourages people to follow and care about the sport.
Implement strict goals and accountability measures, such as including specific development goals in licensing requirements, and proactively address issues rather than waiting for pressure. The research found that sometimes there is a lack of follow-up on stated goals or requirements. Setting clear, monitored objectives and taking action voluntarily and proactively to improve conditions and resources, instead of only reacting when problems become too big to ignore, is essential for real progress and building credibility.
Author: Outi Salmijärvi
Read the enter master’s thesis here.
