The World Cup final between America and the Netherlands is expected to draw one of the largest audiences in history
IT HAS BEEN described by some as David v Goliath. On July 7th America will face off against the Netherlands in the 2019 FIFA Women’s World Cup final in Lyon. As the three-time World Cup champion, America’s squad is the clear favourite. They have won 11 consecutive World Cup games; their last loss was in 2011. Yet for all their swagger , the Americans failed to win any of their knockout matches by more than one goal.
Regardless of the outcome, the match is expected to draw one of the largest audiences in history. This year’s tournament has smashed TV viewing records. In Britain, England’s semi-final match against America, with nearly 12m viewers, was the most-watched TV programme of the year. France’s quarter-final match attracted 10.7m viewers, making it this year’s most-watched French TV programme, too. Indeed, numbers are up across the board.
Money is another factor. Between 2013 and 2017 the number of professional and semi-professional female players in Europe nearly doubled, to 3,600. In 2017, the Union of European Football Associations , which governs football in Europe, unbundled sponsorship rights for women’s football from the men’s, opening a pathway for brands to enter the market.
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