Storyline: You know they say, “Winning doesn’t solve everything,” but for now, at least, that surely seems to be happening in women’s soccer. Winning that elusive World Cup made the difference. Written by Makensie Danaher, Jacksonville, FL
It was back in 2011, the day of the World Cup Final. The the Americans were set to take on the possession-oriented Japanese. I sat on the couch in my living room, alone. Draped in my American flag I was ready to watch my beloved team hoist the World Cup trophy.
Courtesy: U.S. Soccer
But the World Cup Championship wouldn’t happen that day for the Americans. We all know the story.
The Japanese topped the U.S. Women’s National Team in penalty kicks. What we didn’t know then was that the U.S. would get a shot at redemption at the 2015 Women’s World Cup Final.
What changed in four years? The same teams would make the Final in three consecutive major tournaments–’11 World Cup, ’12 Olympics, and ’15 World Cup. But surely, the landscape of women’s soccer had changed. Or had it?
Women’s Professional Soccer (WPS) would fail in 2012–just one year after the 2011 Women’s World Cup, the result of lackluster revenues and internal legal battles. The league wasn’t able to turn national attention for its star players, like Abby Wambach, into support for lesser known players and teams.
The current women’s professional league in the United States–the National Women’s Soccer League (NWSL)–seems to have finally figured out a business model that could work. U.S. Soccer subsidizes the salaries of national team players who participate in the NWSL. Canadian and Mexican federations do the same. In addition, national team players are allocated across teams so that every team has “star” players. But, even with this new system in place, the NWSL only reached an average attendance of 4,121 (2014).
With low attendance, sparse revenues, and spotty media coverage for the NWSL, a lot was riding on the 2015 Women’s World Cup. The USWNT players not only had the pressure of winning the United State’s first World Cup in 15 years, they also had responsibility for growing the women’s game by sparking interest that would last beyond the tournament. Nike’s advertisement featuring the USWNT was on target: “Pressure Makes Us.”
The Americans were again set to face the Japanese in the 2015 World Cup Final. I sat on the couch in my living room–this time surrounded by people. Still draped in my American flag I was joined by a British girl, a cross-country runner, a retired soccer player, and a girl who didn’t even know what “offside” meant.
The USWNT sailed to an early 3-0 lead. They were “growing the game” at the same time. People all around the world were watching–25.4 million people, to be exact.
My phone was ringing and non-soccer friends were texting me about the game. My hairdresser (no, that’s not a typo) texted me: “WORLD CUP, LOVE IT!” Then my high school English teacher texted me after America’s dominating start: “Okay, now we’re just showing off with our freedom.” These messages made it clear to me that this World Cup was different.
Source: U.S. Soccer
The USWNT was achieving what they had failed to do just four years earlier–win the World Cup–and, with that, the prospect of also changing the landscape of women’s soccer.
So, now with the 2015 FIFA Women’s World Cup over, what’s next? Sure, the players will soon focus on the 2016 Olympic Qualifiers, but … first… the USWNT became the only women’s sports team in history to be honored with a ticker-tape parade in New York City. The team paraded down Broadway and through the financial district, which is commonly referred to as “The Canyon of Heroes.”
Then, on July 22, we saw the dividends earned from the World Cup win. A record crowd of 21, 144 witnessed a NWSL game featuring the Portland Thorns and Seattle Reign. To have a crowd of that size a WEDNESDAY night women’s soccer game, well, it’s simply unheard of.
The USWNT will now look to carry momentum into the 2016 Olympics in Brazil. The U.S. women have been a dominant force, winning Gold at the last three Olympics. And despite Shannon Boxx and Lauren Holiday having already announced their retirements (with likely more players to follow) the USWNT is still expected to maintain gold status next summer.
But, before the Olympic Qualifiers, the USWNT will cap off a remarkable 2015 with a “Victory Tour.” The Tour began August 16th at Heinz Field in Pittsburgh in game against Costa Rica. The U.S. won, 8-0, before an enthusiastic crowd of…get this…over 44,000.
You know they say, “Winning doesn’t solve everything,” but–for now, at least, it surely seems to be happening for the USWNT.
Winning that elusive World Cup made the difference.
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Courtesy: Flagler College
ABOUT THE AUTHOR: Makensie Danaher is an apprentice in Sportive Marketing, Inc., owned by Margy Lang, author of Put Fans in Stands: 10 Essential Marketing Tactics to Increase Attendance and Revenues (Kindle Edition).
Learn how to write and implement a marketing plan. Implement a strategy that produces measurable results by building fans for life … while driving revenues.
Great points and well written! USA USA USA! It was great television and so far Women’s Soccer has not been tainted by performance enhancing drugs or other scandal, so let’s hope that is helping to drive more fans to this worthy sport.