Miss Popularity

World Cup setting records for endorsements, exposure

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Posted: Friday June 11, 1999 12:55 PM

NEW YORK (AP) -- Ticket sales already have passed 400,000 and total attendance could easily reach half a million. Every game will be televised, including the final on a major network in the United States.

Corporate sponsorship is unparalleled.

The Women's World Championship undoubtedly will set records for popularity for women's soccer and -- at least on the surface -- give some credibility to FIFA president Sepp Blatter's comment that "the future of football is feminine."

But considering the level of acceptance of women's soccer around the world, the 1999 tournament could be a high water mark that neither the event, nor the game, will see again anytime soon.

"There are only a handful of nations that can provide for FIFA the level of facilities and hope to maintain the momentum of the success that will come and already has been achieved by USA '99," said Warren Fisher, the CEO of the Australian Women's Soccer Association, an arm of Soccer Australia which is the only federation so far to express interest in hosting the 2003 Women's World Cup.

"The magnitude they've achieved, even before they've kicked off, has limited the number of countries that are encouraged. It's a hard act to follow."

While U.S. organizers are closing in on an average attendance of 25,000 per doubleheader, Australian officials are basing their budget on a per-event crowd of only 15,000.

American organizers admit that their hopes of achieving a half million in attendance will depend heavily on the U.S. team reaching the final.

The U.S. women won the inaugural championship in 1991, finished third in 1995 and won the Olympic title in 1996. Australia's women, the Matildas, didn't qualify in 1991 and finished last of 12 teams in 1995.

They will play China and Sweden in their first-round group this time, making it difficult for them to reach the second round.

Sixty-three countries entered qualifying for the 1999 Women's World Cup out of the approximately 115 that say they have a women's national team.

That's about 20 more than entered qualifying in 1995, but the total number of teams is in marked contrast to the 202 men's national teams that are registered with FIFA.

While saying that women's soccer is "gathering pace", FIFA admits that soccer is overwhelmingly seen as a man's sport, and has some huge hurdles just to gain acceptance as a legitimate activity for women in large parts of the world.

"In the case of, say, some Arab countries, the culture may indeed be not accepting," FIFA spokesman Keith Cooper said. "And it's not FIFA's place to say otherwise to them.

"Elsewhere, cultures or religions may pose barriers. In Latin societies, macho societies, women are just nt expected to play football. Grudgingly that's being overcome."

Additionally, in poorer countries, particularly in Africa and Asia, funding a men's national team is difficult, and allocating revenue to the women's game in places where it is not accepted must get past economic as well as social barriers.

Observers and FIFA agree that the most socially liberal societies are where women's soccer is strongest. Scandinavia will provide half of Europe's qualifiers: Norway, Denmark and Sweden.

North America, i.e., the United States, Canada and Mexico, will provide three more of the 16-team field.

FIFA also realizes that the United States is the largest commercial market in the world, and therefore public support will be an aberration from what to expect in the rest of the world.

But it also figures it can use that to its advantage, spurring growth in places reluctant to join.

"If we go to the United States, should we deliberately keep [attendance] down?" Cooper asked rhetorically. "The onus starts on us as organizers."

But while FIFA has considered the idea, it has no plans at this time to stage women's under-17 or under-20 world championships as it does for men.

So far, 12 of the federations who have qualified for the Women's World Cup have sent or will send their teams prior to the four-day period when the U.S. organizers will be responsible for their expenses, meaning the qualified nations are spending their own money to prepare their squads.

Still, acceptance of women's soccer is so limited, that the level of play varies greatly and it is generally agreed that only five nations have any real hope of winning the title: the United States, Norway, China, Germany and Brazil.

Another handful only have aspirations of making the quarterfinals, which -- if Australia reaches the final eight -- will guarantee a place in next year's Olympics.

During qualifying, 16 of the 141 matches were decided by 10 or more goals, four of those by more than 20 goals.

U.S. Soccer Federation general secretary Hank Steinbrecher says the USSF wants the 1999 Women's World Cup to be a "breakthrough" event for women's sports.

Fisher, who credits women's soccer gaining Olympic status in 1996 as the biggest reason for getting federations to support or start women's national team programs, feels Australia can keep the momentum of USA '99 going in four years.

His confidence come from numbers such as, in 1984, Australia had only 4,100 registered players, which more than doubled to 9,200 in 1994 and has skyrocketed to 62,000 this year.

Additionally, five years ago, the Matildas drew 200-300 for an international match. That's up to 5,000 now.

"I hope we haven't set [the standard] too high," 1999 Women's World Cup CEO Marla Messing said. "We realize this is the largest market in the world. Others who have it will simply keep it in scope."

 

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