Another female sport is becoming a big business
“Is this how we should show up before you come to our games?” read the frustrated slogan of the French national team, posing nude during the women’s football World Cup in 2011. At this year’s tournament in France figures smashed records without such desperate measures. FIFA, the game’s governing body, estimates that it drew a total of 1bn viewers, up from 750m four years ago in Canada. The semi-final featuring England was the most watched television programme of the year so far in Britain. Some 14m Americans saw their team beat the Dutch 2-0 to win their fourth title on July 7th, more than tuned in to most basketball and baseball league finals.
“我们一定要这样，你才会来看比赛吗？” 在2011年的女足世界杯上，法国国家队拍摄了全裸写真 。在今年法国世界杯上，没有采取类似的绝望措施，但却刷新了历史记录 。据国际足联估计，本届世界杯总共吸引了10亿观众，高于四年前加拿大的7.5亿 。到目前为止，英格兰队的半决赛是英国今年收视率最高的电视节目 。7月7日，大约1400万美国人观看了他们的球队以2比0击败荷兰队，赢得了他们的第四个冠军，超过了观看大多数篮球和棒球联赛决赛的人数 。
Sponsors have taken note. Visa, a payment- card network with a taste for supporting high-profile sports events, spent as much promoting it as it did on the men’s competition. Earlier this year Barclays, a bank, became the first ever title sponsor of the English Women’s Super League (WSL) in a deal said to be worth over £10m ($12.6m). On July 5th Alipay, China’s electronic-payments giant, announced a 1bn yuan ($145m) ten-year deal with the Chinese women’s football team.
赞助商已经注意到了这一点 。Visa是一家喜欢支持高知名度体育赛事的支付网络公司，Visa在女子比赛推广方面的投入与在男子比赛上的投入一样多 。今年早些时候，巴克莱银行成为英国女子超级联赛有史以来的第一家冠名赞助商，据说这笔交易价值超过1000万英镑(合1260万美元) 。7月5日，中国电子支付巨头支付宝宣布与中国女足签订10亿元人民币(1.45亿美元)的十年合同