FIFA's agreement with Saudi tourist bureau is also showing how little the organization thinks of the women’s game and those who play it, and how badly it continues to underestimate its appeal, nrarmour writes.
, told USA TODAY Sports. “This is an ethical choice people in every walk of life make every day: `Who do you sell yourself to and how much do you sell yourself for?’ ”
But in doing this deal, FIFA is also showing how little it thinks of the women’s game and those who play it, and how badly it continues to underestimate its appeal. For years, FIFA has treated the women’s game as an afterthought. It hasn’t provided adequate funding for it, nor insisted federations devote the time and resources necessary to ensure they had legitimate, competitive women’s programs. The excuse was the women’s game didn’t generate the interest — never mind FIFA had no data to support that because it had always lumped TV rights and marketing deals for the women’s World Cup in with deals for the men’s tournament.
In late 2021, it announced that in addition to official FIFA partners like Coca-Cola and Adidas, it would offer sponsorship opportunities solely for this summer’s World Cup in Australia and New Zealand.
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