World cup

• We are currently researching the availability of kits for women’s football fans, together with colleague Jess Richards.
• The merchandise and clothing available to female fans and male fans of women’s teams is often limited, undesirable or just not available.
• Female fans have expressed dissatisfaction with merchandise offered in varying shades of pink.
• A women’s Manchester United shirt with a low neckline produced in 2015 was criticised for sexualising fans.

• The number of female referees has increased by 21%, and female coaches have risen by a whopping 75%.
• In Spain, Barcelona are setting the standard for world record attendances, with 91,648 fans watching their Women’s Champions League game against Wolfsburg in April 2022.
• Italy, with two female coaches among ten top-division posts, and Germany, with just one of 12, fare even worse.
• So, why is there such a dearth of female coaches in women’s football?

Women need women for inspiration

• Many would argue there’s a need for female coaches at the top levels of women’s football to act as an inspiration for young, aspiring female coaches (and players too, of course).
• However, when female coaches act in ways that are inconsistent with gender stereotypes – meaning assertive and decisive – they’re considered unfeminine.
• The second element relates to the high competence threshold – women coaches in elite sport face higher expected standards but lower pay than male coaches.
• And the final element identifies how female coaches can be perceived as competent or likeable, but rarely both.

A bright future?

• At the elite level, for the first time we now have a generation of players who are full-time professionals, just like their male counterparts.
• So what does the future hold for elite female coaches?
• Some of the current crop of elite female players will naturally be expected to move into coaching when their playing careers come to an end.
• This may take time, but at least progress is being made on various fronts for the girls and young women coming through.

• That’s three of the top 10 teams from the Fifa world rankings out in the group stage, and the US only runners-up in their group.
• This is the first time that three African teams have made it to the second round and a great indicator that the quality of the game is improving.
• African teams, among other non-traditional power houses like Colombia and Jamaica, have indeed showed up to unsettle any pre-tournament expectations.

Debutantes cause a stir

• This sets up a mouth-watering clash with France, who are in devastating form.
• Out of the eight debutantes in Australia and New Zealand, the Atlas Lionesses are the last women standing.
• The Moroccan government also deserves credit for investment in a football academy that seeks to produce international quality footballers from both boys and girls.

South Africa overcome pre-tournament chaos

• One player who has stood out is Thembi Kgatlana, who has scored twice and assisted on two goals.
• The reward for South Africa’s progress is a clash with the Netherlands.

The Super Falcons are flying

• The team has surpassed expectations in an extremely difficult Group B to qualify for the last 16 for a second consecutive World Cup.
• The underdog Super Falcons drew with Canada 0-0, beat Australia 3-2 and drew with Republic of Ireland 0-0 to emerge runners-up in Group B.
• In the process, they edged out the current Olympic champions, Canada, at the group stage of the tournament.

Ready to compete

• Zambia have departed the stage with heads held high as they finished third in their group after beating Costa Rica 3-1.
• The self-belief and confidence, as well as the technical and tactical astuteness displayed by the African teams, shows that their opponents cannot take them lightly.

• As the official designated display supplier, Unilumin Group has always actively participated in the preparation and publicity activities of the Universiade, and provided a total of 2500 square meters of LED display, lighting products and integrated solutions for 13 event venues and supporting venues such as public security and broadcasting.
• The main stadium is the Phoenix Mountain Sports Park Complex Stadium, which has 18,000 seats inside.
• In the surrounding supporting venues such as Tianfu New District National Congress Branch, Unilumin provided a total of 983 square meters displays, which can monitor the event daily and guarantee the success of the 31st Summer Universiade.
• As the leading enterprise in the LED industry, Unilumin has a complete LED display, LED lighting product line in the field of sports.