“The Fifa Women’s World Cup France 2019 is going to be the biggest women’s sporting event of the year,” says Sarai Bareman, Fifa’s chief women’s soccer officer. Given the momentum, clamour and excitement for the eighth edition of Women’s World Cup, that is hardly a bold statement.
From fans to broadcasters, sponsors to players France 2019 looks set to be a significant moment in women’s sport. A pinnacle in itself, but also a springboard to elevate the women’s game beyond what has come before.
More than 940,000 tickets have been sold so far across the nine host cities in France, with the opening fixture, semi-finals and final all selling out within 48 hours of release.
Visa has launched its biggest ever sponsorship activation for a women’s soccer event across 33 individual markets. Teams have seen a wave of sponsors chomping at the bit to ride the seemingly ever-increasing wave of women’s soccer’s popularity.
England have secured deals with Boots, Budweiser and Lucozade ahead of the tournament. Whilst it is cynical to be sceptical of the sudden appearances of major brands ahead of a global tournament, its shows that the reach of the Women’s World Cup is expanding at a rate of knots.
Broadcasters are producing slick, original and engaging content ahead of the tournament too. For the first time the BBC, the UK’s public broadcaster, is giving the women’s tournament the same editorial backing it gives the men. Fifa itself recently embarked on the rollout of its Women’s Soccer Strategy, which aims to have 60 million women playing soccer by 2026.
Whilst perhaps these are all endeavours that recognise that in the past too little has been done for women’s soccer far too late, a focus on showcasing the women’s game and developing commercial opportunities, alongside the grassroots and skills development, could well go some way to ensuring such mistakes are avoided in the future.
However, all is not entirely rosy in the garden. Equal pay, treatment and recognition are still some way short of where they should be. The US team is in dispute with its national association; the world's best player is absent, citing inequality as a main factor, and several sides still lack the support given to their male counterparts.
Here, on the eve of the tournament, SportsPro presents its definitive Fifa Women’s World Cup commercial preview.
France 2019
Host cities: Grenoble, Le Havre, Lyon, Montpellier, Nice, Paris, Reims, Rennes and Valenciennes
Groups
A: France, Korea Republic, Norway, Nigeria
B: Germany, China, Spain, South Africa
C: Australia, Italy, Brazil, Jamaica
D: England, Scotland, Argentina, Japan
E: Canada, Cameroon, New Zealand, Netherlands
F: US, Thailand, Chile, Sweden
Sponsors
Global: Adidas, Coca-Cola, Wanda, Hyundai, KIA, Qatar Airways, Visa
National sponsors: Arkema, Crédit Agricole, EDF, Orange, Proman, SNCF, Living Football
Broadcasters
Argentina: TyC, DirecTV
Australia: Optus
Brazil: Globo
Cameroon: N/A
Canada: CTV
Chile: DirecTV, Red de Television Chilevision
China: CCTV
England: BBC
France: TF1, Canal Plus
Germany: ARD, ZDF
Indian subcontinent: Sony Pictures Networks
Italy: Rai, Sky Italia
Jamaica: DirecTV, Television Jamaica
Japan: Dentsu, NHK, Fuji TV, J Sports
Korea Republic: SBS Korea, KBS, MBC
Netherlands: EBU, NOS
New Zealand: Sky
Nigeria: Broadcasting Organisations of Nigeria (BON)
Norway: SVT, TV2, NRK
Scotland: BBC
South Africa: N/A
Spain: Gol
Thailand: BeIn
USA: Fox, Fox Sports, Telemundo
Teams
Argentina
Last WWC: Didn’t qualify
Best finish: Group Stage (2003, 2007)
Manager: Carlos Borrello
Captain: Estefania Banini
Kit supplier: Adidas
Digital sponsor (Women’s only): Rexona
Sponsors: Coca-Cola, Quilmes, Claro, Naranja, Sancor Seguros, YPF, Mostaza, Fargo, Nissan, Toro
What they’ve been up to: Earlier this year the Argentine Football Association (AFA) announced that the national women's league, the Campeonato de Fútbol Femenino, is to be granted professional status. The AFA will contribute ARS120,000 (US$3,000) per month to each club to finance contracts, with players now receiving a monthly minimum salary of about ARS15,000 (US$365), the equivalent earned by male players in the fourth tier of the domestic men's game.
Australia
Last WWC: Quarter-finals (1-0 loss to Japan)
Best finish: Quarter-finals (2007, 2011, 2015)
Manager: Ante Milicic
Captain: Sam Kerr
Kit supplier: Nike
Title Sponsor: Westfield
Sponsors: Seven Consulting, Hyundai, Foxtel, Telestra, NAB, Caltex, Bet365, Qantas, Saba, Fox Sports, Rebel
What they’ve been up to: The Matildas qualified for this edition of the Women’s World Cup by reaching the final of the Women’s Asian Cup, ultimately losing to Japan 1-0. Since then, they have sealed a two-year extension to their naming rights deal with Westfield.
Captain and talisman Sam Kerr became the first Australian female soccer player to earn more than AUS$1 million after becoming the face of Nike.
Brazil
Last WWC: Round of 16 (1-0 loss to Australia)
Best finish: Runners-up (2007)
Manager: Vadão
Captain: Marta
Kit supplier: Nike
Sponsors: Itaú, Vivo, Guarana Antarctica, Mastercard, Gol, Cimed, Semp TCL, Fiat, Ultrafarma, English Live
What they’ve been up to: Whilst Brazil sit tenth in the Women’s rankings, their lowest since they began, one should never doubt what they are capable of.
Sparked by an appeal from Guarana Antarctica, a key partner of the Brazilian Football Confederation (CBF), a number of other sponsors have embarked on marketing activations solely using the women’s squad.
Six-time Fifa World Player of the Year Marta will be looking to finally taste Women's World Cup victory in France
Cameroon
Last WWC: Round of 16 (1-0 loss to China)
Best finish: Round of 16 (2015)
Manager: Alain Djeumfa
Captain: Christine Manie
Kit supplier: Le Coq Sportif
Sponsors: Orange, 33 Export, XXL Energy, Source Tangui
What they’ve been up to: After reaching their second ever Women’s World Cup, the Indomitable Lionesses have endured several setbacks in the build-up.
Several friendlies have been cancelled ahead of the tournament due contractual issues. Instead, Cameroon faced several amateur sides and conducted half-hearted training camps.
The Cameroon Football Federation (Fecafoot) has reportedly disbursed about CFA1.5 billion FCFA (US$2.5 million) for the Indomitable Lionesses’ preparation for France.
Canada
Last WWC: Quarter-finals (2-1 loss to England)
Best finish: Fourth place (2003)
Manager: Kenneth Heiner-Møller
Captain: Christine Sinclair
Kit supplier: Nike
Sponsors: Allstate, Toyota, Teck, Christie, Powerade
What they’ve been up to: Canada secured their place at the Women’s World Cup after reaching the final of the Concacaf Women’s Championship, thrashing Cuba 12-0 on route. Since then, they finished third in the Algarve Cup warm-up tournament in Portugal.
Also, Canada Soccer and the Canadian Soccer Players’ Association (CSPA) reached a two-year compensation agreement to cover payments for the women’s team. These include image rights, performance related bonuses, travel and accommodation.
Chile
Last WWC: Didn’t qualify
Best finish: First entry
Manager: José Letelier
Captain: Christiane Endler
Kit supplier: Nike
Sponsors: Coca-Cola, Santander, Sodimac, Claro, Cristal, Arauco
What they’ve been up to: Chile qualified for their first ever Women’s World Cup after reaching the final of the 2018 Copa America Femenina, beating Argentina 4-0 in the semi-finals before ultimately losing to Brazil.
The Chilean Football Federation (ANFP) secured Claro as sponsor in April for all its national team sides on a deal until 2022.
China
Last WWC: Quarter-finals (1-0 loss to US)
Best Finish: Runners-up (1999)
Manager: Jia Xiuquan
Captain: Li Dongna
Kit supplier: Nike
Sponsors: Ford, Skyworth, Vatti, Airgoal, TagHeuer, CR Sanjiu, Elegant Living, Iwode, Vision China Sports.
What they’ve been up to: The Chinese Football Association (CFA) has implemented a strategic framework by which all top flight men’s clubs must have an affiliate women’s side in place by 2020. The CFA has also promised to develop grassroots women’s soccer in the nation.
The CFA has been accelerating their efforts to improve women's soccer in China
England
Last WWC: Third place (2-1 loss in semi-finals to Japan)
Best finish: Third (2015)
Manager: Phil Neville
Captain: Steph Houghton
Kit supplier: Nike
Sponsors: Budweiser, Boots, Lucozade, Continental Tires, Head and Shoulders
What they’ve been up to: A raft of new sponsors ahead of the Women’s World Cup have come on board and slick social media campaign to announce the squad garnered a lot of attention.
However, Lionesses forward Fran Kirby admitted ahead of the tournament that more work still needed to be done: “Ultimately we need to grow the women's game. That's the biggest issue, it always has been. Then you can talk about equal pay and everything else.”
France
Last WWC: Quarter-finals (Lost on penalties to Germany after 1-1 draw)
Best finish: Fourth (2011)
Manager: Corinne Diacre
Captain: Amandine Henry
Kit supplier: Nike
Sponsors: Crédit Agricole, EDF, Orange, PMU, Volkswagen
What they’ve been up to: It has been revealed that if the hosts follow the men’s national team in winning the tournament, they will only receive a €15,000 bonus each compared to the men’s €300,000.
Germany
Last WWC: Fourth place (1-0 loss to England in Third/Fourth play-off, 2-0 loss to US in semi-finals)
Best finish: Champions (2003, 2007)
Manager: Martina Voss-Tecklenburg
Captain: Alexandra Popp
Kit supplier: Adidas
Sponsors: Commerzbank, Volkswagen, Coca-Cola, BWIN, Rewe, Samsung, T-Mobile, SAP
What they’ve been up to: As part of their new partnership with Commerzbank, Germany released a squad announcement video that earned praise for championing female empowerment. Choice lines from the production include: “We don’t have balls but we know how to use them,” and “We play for a nation that doesn’t even know our names.”
Italy
Last WWC: Didn’t qualify
Best finish: Quarter-finals (1991)
Manager: Milena Bertolini
Captain: Sara Gama
Kit supplier: Puma
Sponsors: TIM, Eni, Fiat, Poste Italiane, Giorgio Armani
What they’ve been up to: Italy will look to use a strong domestic season to buoy their efforts in France. Juventus and Fiorentina set a new record attendance for a women’s soccer game of 39,000 people earlier this year in fantastic step forward for the women’s game.
The Italian Football Federation (FIGC) also recently secured a four-year deal with Giorgio Armani to produce formalwear for all its national teams, including the women’s side.
Jamaica
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Hue Menzies
Captain: Konya Plummer
Kit supplier: Umbro
Sponsors: Caribbean Airlines, Digicel, Alacran Foundation, Supreme Ventures, Wata, Coca-Cola, Jamaica Observer, Stewarts, Burger King, Honey Bun, Gustazos
What they’ve been up to: The Reggae Girlz were disbanded in 2015, along with the country's women's top flight soccer league, due to a lack of funding from the Jamaica Football Federation (JFF). Cedella Marley, the daughter of Bob Marley and chief executive of his foundation, helped to raise awareness of the team, and bring in funds. Head coach, Hue Menzies, used his network of contacts to help get players into US colleges and held trials for potential players.
Japan
Last WWC: Runners-up (5-2 loss to USA)
Best finish: Champions (2011)
Manager: Asako Takakura
Captain: Saki Kumagai
Kit supplier: Adidas
Sponsors: Kirin, Asahi, Saison, Kentaku, FamilyMart, Japan Airlines, Au, Mizuhho, MS&AD
What they’ve been up to: Ahead of the Women's World Cup, the Japanese Football Association's (JFA) partner Kirin announced that it would be activating around the tournament with a campaign dedicated to the women’s team. They released a special edition box set with smaller drinking glasses.
Japan's manager Asako Takakura has already guided her nation to Under-17 World Cup victory in 2014 and will be looking to replicate her efforts on the biggest stage
Korea Republic
Last WWC: Round of 16 (3-0 loss to France)
Best finish: Round of 16 (2015)
Manager: Yoon Deokyeo
Captain: Cho So-hyun
Kit supplier: Nike
Sponsors: Kebhana, KT, Naver, Kyobo, Hyundai, Asiana Airlines, Coca-Cola, Lotte Liquor, Nexon
What they’ve been up to: Kim Shin-wook, the best-paid player in the men’s K League 1, earned KRW1.6 billion (US$1.4 million) in 2018. But the upper salary limit for women players in the WK League, the women’s equivalent, was just three per cent of that, at KRW50 million (US$42,000).
In 2015, the Korea Football Association (KFA) faced public criticism for providing members of the men’s national team with business-class air tickets, while women players got economy.
The KFA reportedly said that “male players bring much more money.”
Netherlands
Last WWC: Round of 16 (2-1 loss to Japan)
Best finish: Round of 16 (2015)
Manager: Sarina Wiegman
Captain: Sari van Veenendaal
Kit supplier: Nike
Sponsors: Calvé, ING, Blokker, KPN, Andrelon, PwC, OranjeColonne
What they’ve been up to: Last year, the Royal Dutch Football Association (KNVB) director of operations, Meta Römers, said she was in favour of quotas to get more women on to sports or company boards. She said: “The KNVB is considering allowing more women to attend management and training courses. If this is going to be an organic process, it will take years to materialise, but of course, we can add a little more pressure as far as I’m concerned.”
New Zealand
Last WWC: Group Stage
Best finish: Group stage (1991, 2007, 2011, 2015)
Manager: Tom Sermanni
Captain: Ali Riley
Kit supplier: Nike
Sponsors: McDonald’s, Milo, ACC SportSmart, ISPS Handa, Ssangyong, TAB, Sporty, Soccer Shop, Executive Travel, Go Media
What they’ve been up to: New Zealand Football (NZF) followed the Norwegian example last year by granting the nation’s female internationals the same entitlements as their male counterparts, offering equal pay and business-class travel to international matches).
New Zealand, like Korea, have also applied to host the 2023 edition of the Women’s World Cup.
This was the moment New Zealand took the lead against the #Lionesses.
Live ➡ https://t.co/LX2chUAmwF #ChangeTheGame #WWC2019 #FootballFerns pic.twitter.com/ipnfc3KIyL
— BBC Sport (@BBCSport) June 1, 2019
Nigeria
Last WWC: Group Stage
Best Finish: Quarter-finals (1999)
Manager: Thomas Dennerby
Captain: Onome Ebi
Kit supplier: Nike
Sponsors: Nigerian Breweries, Coca-Cola, Wapic Insurance
What they’ve been up to: Nigeria will be sporting the same award-winning kit as the men’s team did last summer but the contract was only expanded to offer financial backing to the women’s team in November 2018.
Shehu Dikki, the NFF’s vice president and head of marketing, said at the time: “We are very happy because this new agreement comes with good money on an annual basis, more supplies, improved qualification bonus for our teams, door-to-door delivery of kits, royalty for the NFF on jerseys sold and it has now been expanded to include our women national teams.”
Norway
Last WWC: Round of 16 (2-1 loss to England)
Best finish: Champions (1995)
Manager: Martin Sjögren
Captain: Maren Mjelde
Kit supplier: Nike
Sponsors: Telenor, NRK, Canon, TagHeuer
What they’ve been up to: Two-time finalists Norway will be without the best female player in the world in France as Ada Hegerberg continues her hiatus from the national side over inequality between the men’s and women’s sides.
Hegerberg explained: “I've always respected men's footballers for what they earn. The gap is enormous, but at the same time you need to give young women and girls the same opportunity as the men. That's where we need to do the change.
“There are federations, there are clubs, there are men in high positions who have that responsibility to put the women in the right place and that's where I think, I feel, and I know, we have a long way to go.”
Scotland
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Shelley Kerr
Captain: Rachel Corsie
Kit supplier: Adidas
Sponsors: Boots, JD, Mars, Spar, SSE, IMG, Walker Slater
What they’ve been up to: Scotland’s Women have secured landmark sponsorship deals in the run-up to their first-ever Women’s World Cup. Deals with Boots, Spar and Walker Slater have all been signed as the team’s profile heightens on the world stage
�������������� ✈️ ����@FIFAWWC here we come.#SWNT #OurGirlsOurGame pic.twitter.com/KujG24sdfg
— Scotland National Team (@ScotlandNT) June 5, 2019
South Africa
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Desiree Ellis
Captain: Janine van Wyk
Kit supplier: Nike
Sponsors: Sasol, Burger King, South African Airways, Castle Lager, Outsurance, D’s Damat
What they’ve been up to: South Africa have qualified for their first Women’s World Cup after finishing as runners-up in the CAF Women’s Africa Cup of Nations. Manager Desiree Ellis has included three uncapped players in her 23-woman squad.
Spain
Last WWC: Group stage
Best finish: Group stage (2015)
Manager: Jorge Vilda
Captain: Marta Torrejón
Kit supplier: Adidas
Sponsors: Iberdrola, Caixa, Seat, Pelayo, Iberia, Sanitas, Seur, Halcon Viajes
What they’ve been up to: A squad announcement was done in a similar vein to England, but instead of celebrities, members of the public revealed who would be going in a bid to improve awareness of the competition.
Sweden
Last WWC: Round of 16
Best finish: Runner up (2003)
Manager: Peter Gerhardsson
Captain: Caroline Seger
Kit supplier: Adidas
Sponsors: Bauhaus, Coca-Cola, Folksam, ICA, Scandic, Sport Bladet, Swedbank, Volvo, SAS, Teknos, SJ, Carlsberg, Fabege
What they’ve been up to: Sweden's World Cup kit features the faces of more than 50 female role models chosen by players and fans which are incorpated into shirts via the numbers on the back.
Thailand
Last WWC: Group stage
Best finish: Group stage (2015)
Manager: Nuengruethai Sathongwien
Captain: Sunisa Srangthaisong
Kit supplier: Warrix
Sponsors: Chang, Toyota, M-150, PTT, True Together, Grand Sport, Air Asia, Yuasa
What they’ve been up to: Thailand represent an anomaly out of all 24 teams to qualify for this edition of the Women’s World Cup. They are the only nation whose men’s team have failed to make an appearance at the World Cup.
Captain Sunisa Srangthaisong joked that ahead of their second-ever Women’s World Cup, the players had been stalking opposition players on social media to get see what their preparations had been.
USA
Last WWC: Champions
Best finish: Champions (1991, 1999, 2015)
Manager: Jill Ellis
Captain: Carli Lloyd
Kit supplier: Nike
Sponsors: Volkswagen, AT&T, Budweiser, Coca-Cola, Continental, Cutter, Hisense, Johnson & Johnson, Powerade, Secret, TagHeuer, Thorne, Volpi
What they’ve been up to: Even if you are the best women’s soccer team on the planet, it apparently doesn’t stop your employers failing to provide equal pay and working conditions.
The USWNT filed a gender discrimination lawsuit against US Soccer, the sport’s governing body in the States after it emerged national team female players on average earn US$8,200 less than their male counterparts over a 20-game international friendly calendar.
Carlos Cordeiro, US Soccer president, said he was “surprised by the complaint” and that the body has “provided the very best resources to the team and its staff.”
Luna Bar, a nutritional foods brand, donated US$718,750 to the USWNT to compensate for the pay gap.
Captain Carli Lloyd will be hoping for a second consecutive Women's World Cup title in France
“The Fifa Women’s World Cup France 2019 is going to be the biggest women’s sporting event of the year [and] the best Fifa Women’s World Cup ever,” says Sarai Bareman, Fifa’s chief women’s soccer officer. Given the momentum, clamour and excitement for the eighth edition of Women’s World Cup, that is hardly a bold statement.
From fans to broadcasters, sponsors to players France 2019 looks set to be a significant moment in women’s sport. A pinnacle in itself, but also a springboard to elevate the women’s game beyond what has come before.
More than 720,000 tickets have been sold so far across the nine host cities in France, with the opening fixture, semi-finals and final all selling out within 48 hours of release.
Visa has launched its biggest ever sponsorship activation for a women’s soccer event across 33 individual markets. Teams have seen a wave of sponsors chomping at the bit to ride the seemingly ever-increasing wave of women’s soccer’s popularity.
England have secured deals with Boots, Budweiser and Lucozade ahead of the tournament. Scotland, ahead of their first-ever campaign, have secured a major deal with Spar.
Whilst it is cynical to be sceptical of the sudden appearances of major brands ahead of a global tournament, its shows that the reach of the Women’s World Cup is expanding at a rate of knots.
Broadcasters are producing slick, original and engaging content ahead of the tournament too. For the first time the BBC, the UK’s public broadcaster, is giving the women’s tournament the same editorial backing it gives the men.
Fifa itself recently embarked on the rollout of its Women’s Soccer Strategy, which aims to have 60 million women playing soccer by 2026.
Whilst perhaps these are all endeavours that recognise that in the past too little has been done for women’s soccer far too late, a focus on showcasing the women’s game and developing commercial opportunities, alongside the grassroots and skills development, could well go some way to ensuring such mistakes are avoided in the future.
Ahead of the biggest women’s sporting competition in recent memory, SportsPro presents its definitive Fifa Women’s World Cup commercial preview.
France 2019
Host cities: Grenoble, Le Havre, Lyon, Montpellier, Nice, Paris, Reims, Rennes and Valenciennes
Groups
A: France, Korea Republic, Norway, Nigeria
B: Germany, China, Spain, South Africa
C: Australia, Italy, Brazil, Jamaica
D: England, Scotland, Argentina, Japan
E: Canada, Cameroon, New Zealand, Netherlands
F: US, Thailand, Chile, Sweden
Sponsors
Global: Adidas, Coca-Cola, Wanda, Hyundai, KIA, Qatar Airways, Visa
National sponsors: Arkema, Crédit Agricole, EDF, Orange, Proman, SNCF, Living Football
Broadcasters
Argentina: TyC, DirecTV
Australia: Optus
Brazil: Globo
Cameroon: N/A
Canada: CTV
Chile: DirecTV, Red de Television Chilevision
China: CCTV
England: BBC
France: TF1, Canal Plus
Germany: ARD, ZDF
Indian subcontinent: Sony Pictures Networks
Italy: Rai, Sky Italia
Jamaica: DirecTV, Television Jamaica
Japan: Dentsu, NHK, Fuji TV, J Sports
Korea Republic: SBS Korea, KBS, MBC
Netherlands: EBU, NOS
New Zealand: Sky
Nigeria: N/A
Norway: SVT, TV2, NRK
Scotland: BBC
South Africa: N/A
Spain: Gol
Thailand: BeIn
USA: Fox, Fox Sports, Telemundo
Teams
Argentina
Last WWC: Didn’t qualify
Best finish: Group Stage (2003, 2007)
Manager: Carlos Borrello
Captain: Estefania Banini
Kit supplier: Adidas
Digital sponsor (Women’s only): Rexona
Sponsors: Coca-Cola, Quilmes, Claro, Naranja, Sancor Seguros, YPF, Mostaza, Fargo, Nissan, Toro
What they’ve been up to: Having failed to qualify for both the 2011 and 2015 Women’s World Cup, Argentina will be looking to make up for lost time.
Australia
Last WWC: Quarter-finals (1-0 loss to Japan)
Best finish: Quarter-finals (2007, 2011, 2015)
Manager: Ante Milicic
Captain: Sam Kerr
Kit supplier: Nike
Title Sponsor: Westfield
Sponsors: Seven Consulting, Hyundai, Foxtel, Telestra, NAB, Caltex, Bet365, Qantas, Saba, Fox Sports, Rebel
What they’ve been up to: The Matildas qualified for this edition of the Women’s World Cup by reaching the final of the Women’s Asian Cup, ultimately losing to Japan 1-0. Since then, they have sealed a two-year extension to their naming rights deal with Westfield.
Captain and talisman Sam Kerr became the first Australian female soccer player to earn more than AUS$1 million after becoming the face of Nike.
Brazil
Last WWC: Round of 16 (1-0 loss to Australia)
Best finish: Runners-up (2007)
Manager: Vadão
Captain: Marta
Kit supplier: Nike
Sponsors: Itaú, Vivo, Guarana Antarctica, Mastercard, Gol, Cimed, Semp TCL, Fiat, Ultrafarma, English Live
What they’ve been up to: Whilst Brazil sit tenth in the Women’s rankings, their lowest since they began, one should never doubt what they are capable of.
Sparked by an appeal from Guarana Antarctica, a key partner of the Brazilian Football Confederation (CBF), a number of other sponsors have embarked on marketing activations solely using the women’s squad.
Cameroon
Last WWC: Round of 16 (1-0 loss to China)
Best finish: Round of 16 (2015)
Manager: Alain Djeumfa
Captain: Christine Manie
Kit supplier: Le Coq Sportif
Sponsors: Orange, 33 Export, XXL Energy, Source Tangui
What they’ve been up to: After reaching their second ever Women’s World Cup, the Indomitable Lionesses have endured several setbacks in the build-up.
Several friendlies have been cancelled ahead of the tournament due contractual issues. Instead, Cameroon faced several amateur sides and conducted half-hearted training camps.
The Cameroon Football Federation (Fecafoot) has reportedly disbursed about CFA1.5 billion FCFA (US$2.5 million) for the Indomitable Lionesses’ preparation for France.
Canada
Last WWC: Quarter-finals (2-1 loss to England)
Best finish: Fourth place (2003)
Manager: Kenneth Heiner-Møller
Captain: Christine Sinclair
Kit supplier: Nike
Sponsors: Allstate, Toyota, Teck, Christie, Powerade
What they’ve been up to: Canada secured their place at the Women’s World Cup after reaching the final of the Concacaf Women’s Championship, thrashing Cuba 12-0 on route. Since then, they finished third in the Algarve Cup warm-up tournament in Portugal.
Also, Canada Soccer and the Canadian Soccer Players’ Association reached a two-year compensation agreement to cover payments for the Women’s team. These include image rights, performance related bonuses, travel and accommodation.
Chile
Last WWC: Didn’t qualify
Best finish: First entry
Manager: José Letelier
Captain: Christiane Endler
Kit supplier: Nike
Sponsors: Coca-Cola, Santander, Sodimac, Claro, Cristal, Arauco
What they’ve been up to: Chile qualified for their first ever Women’s World Cup after reaching the final of the 2018 Copa America Femenina, beating Argentina 4-0 in the semi-finals before ultimately losing to Brazil.
The Chilean Football Federation (ANFP) secured Claro as sponsor in April for all its national team sides on a deal until 2022.
China
Last WWC: Quarter-finals (1-0 loss to US)
Best Finish: Runners-up (1999)
Manager: Jia Xiuquan
Captain: Li Dongna
Kit supplier: Nike
Sponsors: Ford, Skyworth, Vatti, Airgoal, TagHeuer, CR Sanjiu, Elegant Living, Iwode, Vision China Sports.
What they’ve been up to: The Chinese Football Association (CFA) has implemented a strategic framework by which all top flight men’s clubs must have an affiliate women’s side in place by 2020. The CFA has also promised to develop grassroots women’s soccer in the nation.
England
Last WWC: Third place (2-1 loss in semi-finals to Japan)
Best finish: Third (2015)
Manager: Phil Neville
Captain: Steph Houghton
Kit supplier: Nike
Sponsors: Budweiser, Boots, Lucozade, Continental Tires, Head and Shoulders
What they’ve been up to: A raft of new sponsors ahead of the Women’s World Cup have come on board and slick social media campaign to announce the squad garnered a lot of attention.
Lionesses forward Fran Kirby admitted ahead of the tournament that more work needed to be done: “Ultimately we need to grow the women's game. That's the biggest issue, it always has been. Then you can talk about equal pay and everything else.”
France
Last WWC: Quarter-finals (Lost on penalties to Germany after 1-1 draw)
Best finish: Fourth (2011)
Manager: Corinne Diacre
Captain: Amandine Henry
Kit supplier: Nike
Sponsors: Crédit Agricole, EDF, Orange, PMU, Volkswagen
What they’ve been up to: It has been revealed that if the hosts follow the men’s national team in winning the tournament, they will only receive a €15,000 bonus each compared to the men’s €300,000.
Germany
Last WWC: Fourth place (1-0 loss to England in Third/Fourth play-off, 2-0 loss to US in semi-finals)
Best finish: Champions (2003, 2007)
Manager: Martina Voss-Tecklenburg
Captain: Alexandra Popp
Kit supplier: Adidas
Sponsors: Commerzbank, Volkswagen, Coca-Cola, BWIN, Rewe, Samsung, T-Mobile, SAP
What they’ve been up to: As part of their new partnership with Commerzbank, Germany released a squad announcement video that earned praise for championing female empowerment. Choice lines from the production include: “We don’t have balls but we know how to use them,” and “We play for a nation that doesn’t even know our names.”
Italy
Last WWC: Didn’t qualify
Best finish: Quarter-finals (1991)
Manager: Milena Bertolini
Captain: Sara Gama
Kit supplier: Puma
Sponsors: TIM, Eni, Fiat, Poste Italiane, Giorgio Armani
What they’ve been up to: Italy will look to use a strong domestic season to buoy their efforts in France. Juventus and Fiorentina set a new record attendance for a women’s soccer game of 39,000 people earlier this year in fantastic step forward for the women’s game.
The Italian Football Federation (FIGC) also recently secured a four-year deal with Giorgio Armani to produce formalwear for all its national teams, including the women’s side.
Jamaica
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Hue Menzies
Captain: Konya Plummer
Kit supplier: Umbro
Sponsors: Caribbean Airlines, Digicel, Alacran Foundation, Supreme Ventures, Wata, Coca-Cola, Jamaica Observer, Stewarts, Burger King, Honey Bun, Gustazos
What they’ve been up to: The Reggae Girlz were disbanded in 2015, along with the country's women's top flight soccer league, due to a lack of funding from the Jamaica Football Federation (JFF). Cedella Marley, the daughter of Bob Marley and chief executive of his foundation, helped to raise awareness of the team, and bring in funds. Head coach, Hue Menzies, used his network of contacts to help get players into US colleges and held trials for potential players.
Japan
Last WWC: Quarter-finals (1-0 loss to Australia)
Best finish: Champions (2011)
Manager: Asako Takakura
Captain: Saki Kumagai
Kit supplier: Adidas
Sponsors: Kirin, Asahi, Saison, Kentaku, FamilyMart, Japan Airlines, Au, Mizuhho, MS&AD
What they’ve been up to: Ahead of the Japanese Football Association's (JFA) partner Kirin announced that it would be activating around the tournament with a campaign dedicated to the women’s team. They released a special edition box set with smaller drinking glasses.
Korea Republic
Last WWC: Round of 16 (3-0 loss to France)
Best finish: Round of 16 (2015)
Manager: Yoon Deokyeo
Captain: Cho So-hyun
Kit supplier: Nike
Sponsors: Kebhana, KT, Naver, Kyobo, Hyundai, Asiana Airlines, Coca-Cola, Lotte Liquor, Nexon
What they’ve been up to: Kim Shin-wook, the best-paid player in the men’s K League 1, earned KRW1.6 billion (US$1.4 million) in 2018. But the upper salary limit for women players in the WK League, the women’s equivalent, was just three per cent of that, at KRW50 million (US$42,000).
In 2015, the Korea Football Association (KFA) faced public criticism for providing members of the men’s national team with business-class air tickets, while women players got economy.
The KFA reportedly said that “male players bring much more money.”
Netherlands
Last WWC: Round of 16 (2-1 loss to Japan)
Best finish: Round of 16 (2015)
Manager: Sarina Wiegman
Captain: Sari van Veenendaal
Kit supplier: Nike
Sponsors: Calvé, ING, Blokker, KPN, Andrelon, PwC, OranjeColonne
What they’ve been up to: Last year, the Royal Dutch Football Association (KNVB) director of operations, Meta Römers, said she was in favour of quotas to get more women on to sports or company boards. She said: “The KNVB is considering allowing more women to attend management and training courses. If this is going to be an organic process, it will take years to materialise, but of course, we can add a little more pressure as far as I’m concerned.”
New Zealand
Last WWC: Group Stage
Best finish: Group stage (1991, 2007, 2011, 2015)
Manager: Tom Sermanni
Captain: Ali Riley
Kit supplier: Nike
Sponsors: McDonald’s, Milo, ACC SportSmart, ISPS Handa, Ssangyong, TAB, Sporty, Soccer Shop, Executive Travel, Go Media
What they’ve been up to: New Zealand Football (NZF) followed the Norwegian example last year by granting the nation’s female internationals the same entitlements as their male counterparts, offering equal pay and business-class travel to international matches).
New Zealand, like Korea, have also applied to host the 2023 edition of the Women’s World Cup.
Nigeria
Last WWC: Group Stage
Best Finish: Quarter-finals (1999)
Manager: Thomas Dennerby
Captain: Onome Ebi
Kit supplier: Nike
Sponsors: Nigerian Breweries, Coca-Cola, Wapic Insurance
What they’ve been up to: Nigeria will be sporting the same award-winning kit as the men’s team did last summer but the contract was only expanded to offer financial backing to the women’s team in November 2018.
Shehu Dikki, the NFF’s vice president and head of marketing, said at the time: “We are very happy because this new agreement comes with good money on an annual basis, more supplies, improved qualification bonus for our teams, door-to-door delivery of kits, royalty for the NFF on jerseys sold and it has now been expanded to include our women national teams.”
Norway
Last WWC: Round of 16 (2-1 loss to England)
Best finish: Champions (1995)
Manager: Martin Sjögren
Captain: Maren Mjelde
Kit supplier: Nike
Sponsors: Telenor, NRK, Canon, TagHeuer
What they’ve been up to: Two-time finalists Norway will be without the best female player in the world in France as Ada Hegerberg a she continues her hiatus from the national side over inequality between the men’s and women’s sides.
Hegerberg explained: “I've always respected men's footballers for what they earn. The gap is enormous, but at the same time you need to give young women and girls the same opportunity as the men. That's where we need to do the change.
“There are federations, there are clubs, there are men in high positions who have that responsibility to put the women in the right place and that's where I think, I feel, and I know, we have a long way to go.”
Scotland
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Shelley Kerr
Captain: Rachel Corsie
Kit supplier: Adidas
Sponsors: Boots, JD, Mars, Spar, SSE, IMG, Walker Slater
What they’ve been up to: Scotland’s Women have secured landmark sponsorship deals in the run-up to their first-ever Women’s World Cup. Deals with Boots, Spar and Walker Slater have all been signed as the team’s profile heightens on the world stage
South Africa
Last WWC: Didn’t qualify
Best finish: First entry
Manager: Desiree Ellis
Captain: Janine van Wyk
Kit supplier: Nike
Sponsors: Sasol, Burger King, South African Airways, Castle Lager, Outsurance, D’s Damat
What they’ve been up to: South Africa have qualified for their first Women’s World Cup after finishing as runners-up in the CAF Women’s Africa Cup of Nations. Manager Desiree Ellis has included three uncapped players in her 23-woman squad.
Spain
Last WWC: Group stage
Best finish: Group stage (2015)
Manager: Jorge Vilda
Captain: Marta Torrejón
Kit supplier: Adidas
Sponsors: Iberdrola, Caixa, Seat, Pelayo, Iberia, Sanitas, Seur, Halcon Viajes
What they’ve been up to: A squad announcement was done in a similar vein to England, but instead of celebrities, members of the public revealed who would be going in a bid to improve awareness of the competition.
Thailand
Last WWC: Group stage
Best finish: Group stage (2015)
Manager: Nuengruethai Sathongwien
Captain: Sunisa Srangthaisong
Kit supplier: Warrix
Sponsors: Chang, Toyota, M-150, PTT, True Together, Grand Sport, Air Asia, Yuasa
What they’ve been up to: Thailand represent an anomaly out of all 24 teams to qualify for this edition of the Women’s World Cup. They are the only nation whose men’s team have failed to make an appearance at the World Cup.
Captain Sunisa Srangthaisong joked that ahead of their second-ever Women’s World Cup, the players had been stalking opposition players on social media to get see what their preparations had been.
USA
Last WWC: Champions
Best finish: Champions (1991, 1999, 2015)
Manager: Jill Ellis
Captain: Carli Lloyd
Kit supplier: Nike
Sponsors: Volkswagen, AT&T, Budweiser, Coca-Cola, Continental, Cutter, Hisense, Johnson & Johnson, Powerade, Secret, TagHeuer, Thorne, Volpi
What they’ve been up to: Even if you are the best women’s soccer team on the planet, it apparently doesn’t stop your employers failing to provide equal pay and working conditions.
The USWNT filed a gender discrimination lawsuit against US Soccer, the sport’s governing body in the States after it emerged national team female players on average earn US$8,200 less than their male counterparts over a 20-game international friendly calendar.
Carlos Cordeiro, US Soccer president, said he was “surprised by the complaint” and that the body has “provided the very best resources to the team and its staff.”
Luna Bar, a nutritional foods brand, donated US$718,750 to the USWNT to compensate for the pay gap.
