FIFA President Gianni Infantino has threatened to not broadcast the Women’s World Cup in five European countries unless TV companies improve their rights offers. Infantino said the “disappointing” offers from the UK, Spain, Italy, Germany and France were a “slap in the face” of the players and “all women worldwide”. He added it was FIFA’s “moral and legal obligation not to undersell” the event. The World Cup, co-hosted by Australia and New Zealand, starts on 20 July. Infantino said European broadcasters had offered world football’s governing body $1m-$10m (£800,000-£8m) for the rights, compared with $100m-$200m for the men’s World Cup. He stated that should the offers continue not to be fair, FIFA would be forced not to broadcast the Women’s World Cup into the ‘big five’ European countries. He called on all players, fans, football officials, presidents, prime ministers, politicians and journalists all over the world to join them and support this call for a fair remuneration of women’s football.
Rights offers for previous tournaments were bundled together with other events including the men’s World Cup, but FIFA has now separated the bidding process. In calling for improved offers, Infantino said all TV revenue for the tournament would be reinvested in women’s football and that public broadcasters in particular, such as the BBC, have a “duty to promote and invest in women’s sport”. The BBC held the sole broadcast rights in the UK for the 2019 Women’s World Cup but shared the rights for the recent men’s World Cup in Qatar with ITV. It has widely been reported that the BBC and ITV will share broadcasting rights for this summer’s tournament, although no announcement has been made.
Last year the Women’s World Cup and European Championship were both added to the ‘crown jewels’ of British sporting events, which require free-to-air coverage. The official spokesman for UK Prime Minister Rishi Sunak said he had not seen Infantino’s comments but added: “I think the Prime Minister, like everyone in the UK, would want to see such an important event televised, not least following the huge success of our Lionesses”.
Infantino added that FIFA had trebled the total prize money to $152m compared with the 2019 tournament in France and reiterated the organisation’s desire to have equal pay for the men’s and women’s World Cups by 2026 and 2027, first announced at its annual congress in March. According to FIFA’s data, 1.12 billion people watched the 2019 Women’s World Cup in France – the most watched women’s tournament ever. Almost half of total viewing hours were from Europe, with the average viewing time of 4.14 hours per person across the whole tournament more than double the average of the rest of the world. Kick-off times for the 2023 World Cup are less favourable, ranging from 01:00 to 12:00 BST, though England’s three group games start between 09:30 and 12:00 and the final is scheduled to kick off at 11:00.
Interest in women’s football continues to rise, with a record global audience of more than 365 million watching last summer’s Euro 2022 in England, with 50 million tuning in for England’s victory over Germany in the Wembley final. Domestically, the Lionesses’ triumph was watched by a peak BBC One television audience of 17.4 million, making it the most-watched women’s football game on UK television. There were a further 5.9 million streams of the game on the BBC iPlayer and the BBC Sport website and app. Research from the Women’s Sport Trust (WST) revealed that the amount of time the average UK viewer spent watching women’s sport in 2022 was more than double the 2021 figure.
In a statement, the WST said: “Given this is the first women’s tournament that FIFA has sold broadcast rights unbundled from the men’s, it is hugely significant. Broadcasting major events like the FIFA WWC are key to igniting fandom. British broadcasters have been big supporters of women’s sport over the last few years so this roadblock won’t be about not wanting to show the tournament. Going forward it’s important to have more open conversations about value. We hope that all parties involved will find a solution that gives the players, fans and sponsors the World Cup they deserve.”
FIFA President Gianni Infantino has threatened to not broadcast the Women’s World Cup in five European countries unless TV companies improve their rights offers. Infantino said that these “disappointing” offers from the UK, Spain, Italy, Germany and France were a “slap in the face” of all female players and “all women worldwide”. He added that it was FIFA’s “moral and legal obligation not to undersell” this event. The World Cup, co-hosted by Australia and New Zealand, starts on 20 July. European broadcasters had offered world football’s governing body $1m-$10m (£800,000-£8m) for the rights, compared with $100m-$200m for the men’s World Cup. Infantino warned that should these offers continue not to be fair, FIFA would be forced not to broadcast this tournament into these ‘big five’ European countries. He called on all players, fans, football officials, presidents, prime ministers, politicians and journalists all over the world to join them and support this call for a fair remuneration of women’s football.
Rights offers for previous tournaments were bundled together with other events including the men’s World Cup, but FIFA has now separated this bidding process. In calling for improved offers, Infantino said all TV revenue for this tournament would be reinvested in women’s football and that public broadcasters in particular such as the BBC have a “duty to promote and invest in women’s sport”. The BBC held sole broadcast rights in the UK for 2019 Women’s World Cup but shared rights for recent men’s World Cup in Qatar with ITV. It has widely been reported that BBC and ITV will share broadcasting rights for this summer’s tournament though no announcement has been made yet.
Last year both Women’s World Cup and European Championship were added to ‘crown jewels’ of British sporting events which require free-to-air coverage. The official spokesman for UK Prime Minister Rishi Sunak said he had not seen Infantino’s comments but added: “I think Prime Minister like everyone in UK would want to see such an important event televised not least following huge success of our Lionesses”.
Infantino added that FIFA had trebled total prize money to $152m compared with 2019 tournament in France and reiterated organisation’s desire to have equal pay for men’s and women’s World Cups by 2026 and 2027 first announced at its annual congress in March. According to FIFA data 1.12 billion people watched 2019 Women’s World Cup in France – most watched women’s tournament ever. Almost half of total viewing hours were from Europe with average viewing time of 4.14 hours per person across whole tournament more than double average of rest of world. Kick-off times for 2023 World Cup are less favourable ranging from 01:00 to 12:00 BST though England’s three group games start between 09:30 and 12:00 and final is scheduled to kick off at 11:00.
Interest in women’s football continues to rise with record global audience of more than 365 million watching last summer Euro 2022 in England with 50 million tuning in for England victory over Germany in Wembley final. Domestically Lionesses’ triumph was watched by peak BBC One television audience of 17.4 million making it most-watched women’s football game on UK television with further 5.9 million streams of game on BBC iPlayer and BBC Sport website and app. Research from Women’s Sport Trust (WST) revealed amount of time average UK viewer spent watching women’s sport in 2022 was more than double 2021 figure.
In a statement WST said: “Given this is first women’s tournament that FIFA has sold broadcast rights unbundled from men’s it is hugely significant. Broadcasting major events like FIFA WWC are key to igniting fandom. British broadcasters have been big supporters of women’s sport over last few years so this roadblock won’t be about not wanting to show tournament. Going forward it is important to have more open conversations about value. We hope that all parties involved will find a solution that gives players, fans and sponsors World Cup they deserve.”