#InvestEquitably Newsletter (08.07.19)

A significant, but under-reported, aspect on the U.S. Women National Team (USWNT) ask of the U.S. Soccer Federation is to invest equitably in additional areas such as coaching and training, travel, and marketing budgets. As USWNT co-captain Megan Rapinoe explained last month:

"Do you have an idea other than sexism as to why people aren’t investing in women’s sports in a huge way right now?  Probably 75 percent of the people going to Major League Soccer games — are they going because they’re hard-core soccer fans or because it’s a cool experience?  The MLS marketing is great, the branding is great, and it’s a fun atmosphere to be a part of.  I feel like women could have the exact same thing,
but for some reason people aren’t investing in it."

Investing equitably in women's sports has long-term benefits on and off the field. A May 2013 study of senior managers, C-suite, and board-level executives conducted by EY reported that 90% of the women sampled had played sports in their youth. Among women currently holding a C-suite position, this proportion rose to 96%. 

FIFA has pledged $500 million in funding to women's soccer programs over the next four years, and more companies are beginning to join in and pledge money to the cause. But we have to hold FIFA, the US Soccer Federation, and sponsors to account and ensure that men and women's sports are equally funded, supported, and promoted.