It's about bloody time everyone in the professional sports world paid attention to what U.S. Soccer just did.
Back in March 2019, 28 USWNT players supported a discrimination lawsuit referring to the Equal Pay Act and Title VII of the Civil Rights Act. They tackled issues related to unequal pay and working conditions. After facing criticism and an obstacle-filled road, they finally emerged victorious four months later. Their remarkable 13-0 victory over Thailand in the tournament's opening game was both shocking and haunting, as critics criticized their success.
In fact, fair compensation became the star of the show at the awards ceremony, which was watched by an estimated 1.12 billion viewers worldwide. Fans echoed the now-popular phrase "equal pay for equal work."
But just as the world was celebrating this victory, a grim reality set in. The pandemic caused a slowdown in wage equality, and attacks on women's rights cast a dark shadow over the sport.
U.S. Soccer, however, didn't stay silent. Instead, it sensed an opportunity to lead in the aftermath of chronic underinvestment in all female sports. By matching premium soccer jersey sales beyond the Men's National Team, U.S. Soccer is poised to take a leading role in overcoming the consequences of this chronic underinvestment in the female sporting world.
Interestingly, the deal paid off fast for U.S. Soccer, as the Men's National Team qualified for the Men's World Cup in November 2022 (after a failed bid in 2018). The new agreement also includes a unique provision for USWNT members, ensuring half of World Cup winnings will be allocated to women's football, an unprecedented move for the women's squad which historically received less from FIFA than the lowest-ranking men's team.
Women's teams have certainly made a huge impact with their goal-scoring feats in recent years, but the ultimate winner is the football game itself. Men's and women's teams now share profits from television and sponsorships, working together to elevate the sport in the United States. This collaboration has kick-started a massive, seemingly instant cultural shift in the industry, creating a space where male and female athletes can come together and thrive.
As supporters cheer on the women's team's victories (at least on paper), male players also benefit from their success. This cultural transformation marks a significant step towards gender parity in sports, ensuring that champions are justly compensated.
This occurrence comes at a time when basketball star Brittney Griner remains in Russian custody after being falsely accused of carrying illicit substances (according to U.S. State Department claims). Griner plays in Russia because her salary, which pales in comparison to her star earnings, is substantially higher there. We can only hope that this new football agreement puts enough pressure on other sports organizations to reduce women's salaries and eliminate the wage gap that puts athletes like Griner at risk.
We should abandon the idea that women are only worth paying if their sport commands the same commercial and cultural glory as men's sports.
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Critics advocating for market-based compensation don't seem to understand the level of public investment in men's sports or are unwilling to acknowledge it.
It's a well-known fact that there's a chronic lack of investment in women's sports – Title IX started addressing the issue nearly 50 years ago, but high schools and interscholastic leagues needed to be targeted. The absence of professional leagues has contributed to this problem, allowing men's leagues to remain profitable and secure. But shouldn't this be a wake-up call for the importance of women's sports? Investing in women's sports is not only the right thing to do, but it's also the smart move.
Engaging in women's sports is not just commendable – it's strategically sound. Backing the women's game won't yield instant results, but it will pave the way for future success. The USWNT, for instance, has more than proven its worth, ranking among the top three in the world. By supporting women in sports, you contribute to the growth of an uncharted path to success and stand to reap its benefits.
So start supporting women's sports. It's the right move, and it's simply smart.
