From heartbreak to heroes, FA Cups to landmark caps and everything in
between - a look back at the strides the women’s game has made.
Heading into last year’s FIFA Women’s World Cup, women’s football in England was sitting on a great foundation. The Women’s Super League (WSL) had been sustainably growing since its inception in 2010, average attendances were steadily rising and a number of key clubs were shifting their programmes full-time. At grassroots, the FA’s investment in women’s football was starting to pay off as it became the number one team sport. Off the pitch too, a ground-breaking multi-million pound deal for the Women’s FA Cup naming rights was announced with SSE, while women’s football got the feel-good factor as EA Sport’s welcomed women’s national teams to FIFA for the first time. But arguably, it was still a sport that existed largely outside of mainstream media and the public’s attention. Until 12 months ago.
At last summer's World Cup, following a dramatic escape from the group
stages, England’s Lionesses began to roar, convincingly beating host’s Canada
in the quarter-final. Although England’s semi-final against Japan saw
injury-time heartbreak for the team, it left a play-off match against the
Germans for the European bragging rights. These were secured as Fara Williams converted an extra-time
spot-kick, winning the Lionesses an unprecedented bronze medal that would
cement their place in history and in the hearts of a nation.
Despite the after-hours kick-off times, the BBC reported that 12.6
million viewers had tuned into their tournament coverage. The Lionesses
exploits had been plastered across the front and backs of newspapers, and girls
and boys alike were discussing the kicks, flicks and wonder strikes of the
women’s national team. The squad soon found themselves with invitations to
Wimbledon and an appointment with the Prime Minister at No.10 Downing Street -
everyone wanted to show their support for the team and congratulate their
accomplishments. This wasn’t just a game changer; it would prove to be
life-changing for the Lionesses and marked the start of a huge surge in interest
and excitement for the women’s game.
Reaping the effects of the World Cup were top-flight WSL fixtures. Compared to matches prior
to the tournament, attendance was up by an average of 47% on the previous
round, with teams regularly having over 1,000 fans watching. The newfound
profile of the players was highlighted after matches, as growing groups of fans
old and new would wait patiently to share a selfie or brief exchange with their
idols. Furthermore, for the first time in history, 30,000 screaming fans
welcomed the 2015 SSE Women's FA Cup
Final to the home of football - Wembley Stadium, with a further 1.99
million viewers tuning in at home. The event and its success signified a
change in perception and attitude for women’s football and, with an
ever-growing fan base, this was the perfect opportunity to place club teams on
the map and into the media spotlight.
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| Bristol City WFC vs. Manchester City Women (2015) |
Recognition and award nights became the norm over the following months,
with the Lionesses taking home BT Sport’s
Action Woman of the Year award for 2015. Yet perhaps the most significant
of all occurred in November last year. Following her “absolute belter” of a
goal at the World Cup, Lucy Bronze
made it onto the 12-person shortlist for BBC’s prestigious Sports Personality of the Year award, alongside the likes of Andy
Murray and Jessica Ennis-Hill. This was the first time a female footballer had
been nominated in the award’s 62-year history. Despite Bronze seeing her
nomination as more of a “representation of how the team had performed”
in Canada, this well-earned individual recognition was a welcome statement for
the women’s game – they were now competing alongside some of the national
treasures of British sport.
The start of 2016 picked up exactly where the successes of 2015 had left
off. Following her SPOTY nomination, Bronze was announced as the latest
ambassador for Sainsbury’s Active Kids campaign, one of many of the Lionesses
who found themselves with new commercial backing. With Captain Steph Houghton also featuring in a new
female-focused Virgin Media advert, it appears that big brands are now
realising the potential of the game’s personalities to reach new audiences.
At the same time, the media presence of women’s footballers has also
continued to rise, the latest example being Eni Aluko joining ITV’s Euro 2016 punditry team. With over
100 international caps to her name, Aluko is a shining example of an
experienced player expanding their profile off the pitch.
On the pitch too, the girls have continued to achieve great things.
In March, Fara Williams became the first-ever English footballer - male or
female to reach 150 caps, during the invitational She Believes Cup in the USA.
Later that month, the England team achieved their highest-ever FIFA’s
World Ranking, climbing to fourth. And the girls are not showing any
signs of slowing down - a series of authoritative victories has secured them
qualification to the Euro 2017 with two games remaining. With over 30 players
already involved in the campaign, including promising debutants such as Rachel Daly and Danielle Carter, the campaign has also highlighted the bright
future ahead for the Lionesses.
So what’s next on this incredible journey? With fresh investment at all levels of the pyramid to drive greater participation and grow the talent pool, increasing media exposure and a growing and passionate fan base, the next 12 months of this journey will surely continue to amaze. Following the Lionesses’ World Cup bronze medal, FIFA ranking, and early qualification, a top three finish at Euro 2017 is now almost expected from Mark Sampson's side. Pressure perhaps, but whatever the next year throws at these players, the barriers they have broken and the success already achieved prove they are a force to be reckoned with.
Co-written with Ashley Brown, founder
of Soccerella
