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Women's Euro 2022: "The players have become role models"


A few days before the launch of the Women's Euro 2022, on July 6, zoom in on our national team, 3rd in the FIFA world rankings, and on the forces involved.

In 2010, the number of women licensed in football in France was only 90,000. Twelve years later, this figure has doubled to reach 197,779.

Since France's victory at the 2018 Men's World Cup, then the unprecedented media coverage of its women's counterpart in 2019, and a few days before the launch of the Women's Euro 2022 *, many have been passionate about football.

Read alsoIn Brazil, female footballers finally win the equal pay match

Third in the FIFA world rankings, Wendie Renard and her teammates from the France team are now figures that matter in the world of sport.

However, compared to Mbappé or Griezmann, wage inequalities remain glaring, their exploits are still minimized, their physical commented and their media aura less.

“Certainly, they are seen more as exceptional athletes who deserve more consideration, but the changes are slower in Europe”, analyzes Pascal Monfort, founder of Rec, a consulting firm for brands.

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The United States is moving the lines faster.

In the country where


(the American name) is younger than in Europe, "the results of the players are dissected and their prowess celebrated at the level of their merit", explains the expert, then evoking the aura of the national team carried by Megan Rapinoe or Alex Morgan.

“They have become role models, even contemporary heroines.”

Also, brands such as Nike or Adidas today equip footballers with care and include them in their advertising campaigns.

“In fact, the 2019 USA World Champions jersey is the best-selling jersey of all time in the United States, better than any men's jersey.

It's the sign of a cultural revolution that portends a very bright future.

*From July 6 to 31, on TF1, TMC and Canal+.

Source: lefigaro

All business articles on 2022-07-05

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