Anticipating a Homegrown Advantage: Expectations for the Women's World Cup Impact

Rebecca Sowden, a proponent of women's sports, witnessed Chloe Kelly's iconic goal celebration at Wembley last year, which made England European champions. The upcoming Women's World Cup, set to be the largest ever, is expected to attract a global audience of two billion, nearly double that of the 2019 tournament in France, and Sowden hopes it will create more memorable moments.

As the founder of Team Heroine, a consultancy for women's sports marketing and sponsorship, Sowden believes that major events like the World Cup can significantly boost women's sports. The success of the Euros in the UK transformed women's football there, demonstrating the immense value of women's sport to sponsors, media, and fans. This unique experience and quality of play differentiate it from men's football, leaving a powerful impact.

Despite advancements in women's football since the first World Cup in 1991, some major football-playing countries still lack well-developed structures below the national team level. Canada, for example, plans to launch its first women's pro league in 2028 but hopes that the World Cup will inspire young players and attract attention to the sport, fostering its growth in the country.

Kara Nortman, a venture capitalist and co-founder of the National Women's Soccer League (NWSL) team Angel City FC, understands the impact the Women's World Cup can have on domestic football. The NWSL faced challenges before the 2019 World Cup, but the tournament's success brought positive changes, leading to increased viewership and the formation of new teams like Angel City FC.

Other leagues, like Australia's A-League Women (ALW), owe their existence in part to the success of their national teams in previous World Cups. Players, like Hayley Raso, believe that the upcoming tournament will further elevate the game domestically, drawing inspiration from the positive changes witnessed after the Lionesses won the Euros in England.

The anticipation is high for the Women's World Cup, and many hope it will continue to propel women's football forward, leaving a lasting impact on the sport and its fans worldwide.