Ann Wason Moore says gender pay gap in the World Cup is still vast, despite making $2m in sales and smashing attendance records
For years, a certain segment of the male population has denigrated women’s sports … now, they’re suddenly the Matildas’ biggest fans. Why we have to support their transition.
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Amid all the pandemonium after the Matildas’ epic penalty shoot out, I’ve been observing a strict silence.
Sure, I cheered just as loud as every other patron crammed into The Star’s sports bar on Saturday night … how could I not? Truly, it was the most epic night to be an Australian – and an Australian woman at that.
No, the reason I’m remaining close-lipped is my desperate attempt to not unleash on a certain segment of our male population: the ones who have spent years denigrating women’s sports, but now suddenly are the Matildas’ biggest supporters.
Now, these blokes are (hopefully) only a minority, but they are occupying a majority of my mental space right now.
You know these guys … they would never have copped to an iota of internalised misogyny or secret sexism, they just liked to argue the ‘facts’.
Like the ‘fact’ that any gender pay gap in sports was ‘fair’ because women’s sport was less popular, meaning it generated less revenue.
In fact, I read commentary online from one man who stated that any Matilda who accepted an increase in pay was anti-feminist. He reasoned they should reject any ‘patronising’ offer of reward until they generate more revenue.
Oh brother.
But let’s just check these blokes’ facts … is women’s soccer really less popular?
Given the opening match of this World Cup had to be moved from Homebush to Olympic Park because demand was so high, I’m going to say no.
In fact, a record crowd of 75,784 fans watched the Matildas beat Ireland in their opening match, while the opening match of the 2022 Men’s World Cup in Qatar was attended by 67,000 fans.
It’s not just Matildas matches either. Records have been smashed at the 2023 Women’s World Cup, with ticket sales set to hit almost 2 million, TV audiences tuning in globally, and media interest reaching a new level.
So … does women’s soccer really generate less revenue?
Well, Nike has confirmed the Matildas sold more official jerseys before the Women’s World Cup tournament started than the Socceroos sold before, during and since the 2022 Men’s World Cup in Qatar.
This is not an isolated incident. The US women’s soccer team consistently generates more revenue than the US men’s soccer team.
And what about the pay?
While Football Australia guarantees the Matildas and Socceroos receive the same minimum percentage of prize money, the gender pay gap is alive and well.
Why? Because while it’s the same percentage, it’s taken from very different pies.
Currently, FIFA offers $160 million prize money for the women’s World Cup … versus $643 million for the men.
In other words, women are generating the income, but still not being offered the reward.
Sorry, dudes, those are just the cold, hard facts.
When it comes to these archaic attitudes, what really bothers me is what skin do these guys have in the game?
No one is taking this money out of the pocket of men and placing it into the Matildas’.
Why shouldn’t we encourage more investment and sponsorship into our women’s teams?
After all, the truth is that, rather than higher performance leading to higher investment, it’s actually higher investment that leads to higher performance. Just look at the British Olympic team.
Having finished the 1996 Atlanta Games a dismal 36th on the medal table, below Kazakhstan, the UK invested lottery funds into elite sports and have finished in the top five nations since 2008.
So if we want to watch more great women’s sports, we first must pour more money into it. And then we reap the rewards.
Indeed, Victorian government agency Change Our Game recently reported findings that for every $1 a corporate sponsor invests in women’s sport, they see an average return of $7.29 in customer value.
When it comes to the argument against supporting better pay for our female athletes, the game is over.
Now, I’ll admit that it pains me not to tell these old-school fools what I really think in suitably colourful language. But I take comfort in the fact that I was right and they were wrong: women make amazing athletes and deserve every accolade and financial incentive they are offered.
Besides, I feel sorry for them. It’s sad that it took this much to win them over to the right side of history, but satisfying that the incredible feats and feet of the Matildas helped them see the light.
Now, we must keep them on-side.
And to those who still won’t be budged, whether out of stubbornness or stupidity, it’s their loss.
Because the rest of Australia is moving on, ready to loudly and proudly support our female athletes – and their fight for fair pay.
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