Rabat, Morocco – July 16, 2025- The vibrant streets of Rabat pulse with energy. The scent of spiced tagine mingles with the electrifying buzz of anticipation. Inside the Prince Moulay Abdellah Stadium, the Atlas Lionesses of Morocco prepare to roar, backed by a sea of red and green that feels genuinely formidable.
The 2025 African Women’s Cup of Nations (AWCON) is underway, and the host nation’s passion is undeniable. Yet, wander beyond the marquee matches featuring the hosts or continental giants like Nigeria and South Africa, and a quieter reality emerges.
Stands that should be bursting at the seams for every fixture often show patches of emptiness. It begs the persistent, complex question hanging over women’s football globally: Why doesn’t the women’s game consistently draw crowds like the men’s?
The disparity isn’t just about atmosphere; it’s the lifeblood of the sport – revenue. Let’s dive into the numbers game:
Gate Collection: While Morocco’s opening match likely smashed records, average attendance across all group stage matches often lags significantly behind the men’s AFCON. Fewer bums on seats mean less direct revenue from tickets, concessions, and merchandise. This impacts host nations’ ability to recoup costs and limits prize money pools crucial for developing federations.
Broadcast Rights: This is where the gap yawns widest. Broadcasters pay premiums based on projected audience size and advertiser interest. Historically, women’s tournaments command a fraction of the fees paid for men’s equivalents. Lower viewership figures (real or perceived) become a self-fulfilling prophecy: less investment in production quality and promotion leads to lower visibility, perpetuating the cycle. While platforms like FIFA+ and growing interest from major sports networks are helping, the valuation gap remains stark.
So, Why the Persistent Gap? It’s Not About Quality…
The tired argument about “lower quality” is easily dismissed by anyone who’s witnessed the pace, skill, and tactical nous on display in Morocco. The reasons are deeper, more historical, and societal:
The Long Shadow of History & Investment: Men’s football has enjoyed over a century of massive investment, infrastructure development, and media saturation. Women’s football faced official bans and decades of neglect. You can’t build a century of fan culture overnight.
Cultural Perceptions & Visibility: Deep-seated societal biases still exist. “Football is for men” remains a subconscious barrier for some. Crucially, visibility breeds familiarity, and familiarity breeds fandom. When women’s football isn’t consistently on mainstream TV, in prime slots, or featured prominently in sports news, it remains niche.
The Star Power Lag: While superstars like Asisat Oshoala or Barbra Banda are emerging icons, the men’s game boasts globally recognized household names cultivated over generations. Building relatable, marketable stars takes time and concerted marketing effort.
Scheduling & Promotion: Too often, women’s matches are relegated to inconvenient times or lesser-known channels. Promotion budgets pale in comparison. How can fans turn up if they don’t know when or where the game is, or feel it’s a major event?
The Vicious Cycle: Lower revenue leads to less investment in marketing, player development, and facilities, which hinders performance growth and spectacle, potentially impacting fan engagement, leading back to lower revenue.
Bridging the Chasm: How Can Women’s Football Level Up?
The roar in Rabat is inspiring, a glimpse of the potential. But the echo in less-filled stands elsewher WCON 2025 is a reminder of the work still needed. Closing the fan and revenue gap isn’t just about fairness; it’s about unlocking the immense, untapped potential of African women’s football. It requires a concerted, sustained effort from federations, broadcasters, sponsors, governments, and fans themselves.
By investing smartly, marketing creatively, and ensuring visibility, the women’s game can build its own vibrant, sustainable ecosystem. The talent is undeniable. The passion, as Morocco shows, is there. The question is: Are we ready to give it the stage, the investment, and the belief it deserves to truly equalize the beautiful game? The future of African football, in all its richness, depends on it.
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