The Women’s World Cup will be played in just over four months in Australia and New Zealand.
The summer 2019 World Cup will be remembered above all for its audience records. Records were set both in Finland and around the world.
So far, the summer 2023 games have made headlines almost exclusively for questionable issues.
In January, it emerged that Fifa planned to be one of the main sponsors of the Games, the Saudi Arabian state-run tourism organization “Visit Saudia”.
The possible cooperation angered human rights organizations, the host countries of the Games and numerous star players, including the USA by Alex Morgan and the Netherlands Vivianne Miedeman.
The reason is not only human rights, but also the status of women’s sexual and gender minorities in the country.
Crown Prince of Saudi Arabia Mohammed bin Salman has in recent years tried to polish the country’s public image with various reforms, such as granting women the right to drive.
In reality, the country continues to commit serious human rights violations. Same-sex marriages are still illegal.
According to a recent report, the current administration has, for example, doubled the number of executions. Torture, imprisonment of minors and show trials are also common in the country.
– Saudi Arabia is a country where women hardly have any rights. They weren’t even allowed to play football until 2018. If this wasn’t the case, it would almost be laughable. It sounds so hypocritical, Dutch star striker Vivianne Miedema teased AD in a column. (you switch to another service)
– Saudi Arabia is a country where it is not acceptable to be the way you are. A country where homosexuality is not accepted. This country would sponsor a tournament featuring 32 women’s teams, many of whose outspoken players are lucky not to be vilified because of their sexual orientation.
Also captain of the Swedish women’s national football team Magdalena Eriksson expressed his concern about sponsor cooperation.
– I think it’s really sad that so many representatives of sexual minorities participating in the games feel insecure, Eriksson told Fotbollskanalen.
The Australian and New Zealand football associations have been critical of the cooperation from the beginning. They already petitioned Fifa in February and expressed their concern that the cooperation could have a very negative effect on the reputation of the tournament.
CEO of Football Association Australia James Johnson last pointed out on Monday that the association is not happy about possible sponsor cooperation.
– Football Australia has consulted the most important stakeholders in the matter, which also includes the government and commercial partners. Everyone agreed that this partnership was not aligned with our shared vision, Johnson announced.
According to media reports, Fifa is now backing away from possible cooperation and looking for alternative solutions.
Last week’s uproar must also have had an effect on that.
An underwear model as a fan ambassador
The dust about possible cooperation with Saudi Arabia had barely cleared when Fifa shrugged again: this time by hiring an international fan ambassador (you will switch to another service) Brazilian model Adriana Lima.
– When you meet Adriana, you immediately feel her warmth and kindness. Notice how humanly he approaches the game, Fifa president Gianni Infantino comment. (you switch to another service)
Lima has become known above all as an underwear model for Victoria’s Secret, and she has no connections to sports – for example, Lima has never played football.
Lima was not directly attached as a fan ambassador for the Women’s World Cup, but the timing before the Women’s World Cup caused a lot of surprise – especially since Fifa has been happy to appear in public as an advocate of equality and women’s football.
Director of Women’s Operations, Football Association Australia Bonita Mersiades said the selection underlines Fifa’s values.
– It shows how out of touch Fifa is with the football fan base and how the organization has not changed at all. Ms. “Lima is a welcome option for some fans, but really irrelevant for many, especially when it comes to the Women’s World Cup,” Mersiades noted.
Chair of the sports equality organization Women Sport Australia Gen. Dohrmann was also disappointed with the choice.
– Cristiano Ronaldo appears on the men’s World Cup poster, so why do we need a supermodel for the women’s when we could choose Megan Rapinoe, by Sam Kerr or someone who has achieved international success in the sport we market, Dohrmann commented to the Guardian. (you switch to another service)
Still a Saudi sponsor?
The Australian newspaper According to the Sydney Morning Herald (You will be transferred to another service) Fifa may present the main sponsor of the Games as early as next week at its congress in Rwanda. According to the newspaper’s sources, other Saudi Arabian companies have been involved in the options.
According to sources, the widespread opposition to the Visit Saudi cooperation came as a surprise to Fifa.
The Women’s World Cup will be played from 20 July to 20 August 2023. shows the races on its channels.