Feminization of Mega-Sporting Events: Trends and Impacts

Extract

[...] She summarizes in this book the oppositions and contradictions that can exist between women who cannot participate in sports competitions due to their clothing and parallel institutions for the same sports but with contradictory decisions on this subject.46.Thus, we understand that FIFA, through its commitment to allowing women to wear the hijab during sports competitions, resolves an important issue for feminist and humanist circles and commits to combating all forms of sexism and/or discrimination in sports, unlike the International Olympic Committee of Paris 2024, which in this case chose to prioritize these convictions and the ideology of the host country, France, which wants to limit the influence of Islam in French society. This is done through values such as the image of women participating in the event, as we have seen in the context of nation branding issues. Thus, in this second chapter, we were able to address the main political and geopolitical issues induced by the feminization of mega-sporting events. We were able to analyze in more detail how sport and the feminization of mega-sporting events are vectors of soft power and sports diplomacy. [...]

[...] On the other hand, the proportion of exclusively women's competitions remains relatively low. In 2021, this represents of the total sports broadcast time on the L'Equipe channel on free-to-air generalist channels, and 4.7% on pay channels.15. However, according to Professor Nicolas Dumont at the University of Bordeaux, the media coverage of women's sports is linked to its practice, as well as the assumption of responsibilities by women within clubs and federations. The question of sports journalism, a bastion of masculinity, is also a major issue. [...]

[...] Political stakes taken into account by States and international sports committees II. The political stakes of this feminization of mega-sporting events for nation-states A. Enjeux of soft power and sport diplomacy for Nation-States B. Feminization of mega-sporting events and nation branding challenges C. Perspectives of soft power and feminization of mega-sporting events 1. Sport power and valorization of the image of strategic nation-states 2. The sport power through the expansionist logic of the organization of mega-sporting events for women III. [...]

[...] In the 80s, the media accompanied the evolution of sports in mega-events thanks to advertisers who launched the broadcast of televised women's sports in mega-events. At that time, some high-level female athletes such as Chris Evert, Martina Navratilova, Steffi Graf (all tennis players) and several other female athletes became media stars in this decade. Guttman highlights the criticisms of the time against advertisers who generally broadcast sports mega-events featuring female athletes on relatively confidential networks, except for major national sports such as tennis or golf. [...]

[...] By comparing those that have positioned themselves on the organization of exclusively female mega-sporting events and those who do not. Our objective in this case study will be to show the power of soft power related to the organization of these mega-events. To achieve this, we will need to build an analysis grid that we will propose to apply to 3 countries that have recently organized sports mega-events with a 100% female event, a 100% male event, and a 100% mixed event. [...]