A new hope? FIFA 2.0, FIFA Women’s Football Strategy, and event bidding for the 2023 FIFA Women’s World Cup
A summary of the article:
The article "A New Hope? FIFA 2.0, FIFA Women’s Football Strategy, and Event Bidding for the 2023 FIFA Women’s World Cup" critically examines FIFA's new approach to bidding for major sporting events, with a focus on the 2023 Women's World Cup. The paper analyzes how FIFA 2.0, a reform initiative introduced after corruption scandals, influenced the bidding process and decision to award the 2023 World Cup to Australia and New Zealand. The study discusses how gender equality and the growth of women's football were key narratives in the bidding process, aligning with FIFA's broader goals under the FIFA Women’s Football Strategy. The authors argue that while the reforms were framed as efforts to make the process more transparent and inclusive, they were also driven by FIFA’s commercial interests and desire to maximize the profitability of the Women's World Cup.
The study finds that the joint Australia/New Zealand bid succeeded because it aligned with FIFA’s strategic priorities, including sustainability and the expansion of women's football. The paper also highlights the politics behind the bid, including the influence of regional football organizations and the importance of adhering to FIFA's vision for the future of the sport. Overall, the article suggests that FIFA’s reforms, while beneficial for women’s football, are still heavily shaped by the organization's financial and political motives.
Key Takeaways:
FIFA 2.0 shaped the bidding process: The reforms aimed at making the process more transparent and aligned with FIFA's strategic priorities, including gender equality and sustainability.
Commercial interests drive decisions: FIFA’s emphasis on enhancing the profitability of the Women’s World Cup was a major factor in the selection of Australia and New Zealand as hosts.
Successful bids align with FIFA’s vision: The Australia/New Zealand bid won because it strategically adhered to FIFA’s goals for expanding women’s football and promoting gender equality
Authors: Adam S. Beissel, Verity Postlethwaite, Andrew Grainger & Julie Brice
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