The Japanese women’s team were undefeated in the heats and played beautifully. But support for them, and women’s sport more generally, still leaves a lot to be desired in Japan.
| Matildas magic is catchy, even 8000 kilometres away in Japan and despite the fact the national team here was bounced out of grand final contention last week and England on Wednesday night put paid to Australia’s grand final dreams.was a thing of beauty in and of itself, but the more enduring hope for permanent change in women’s sport more broadly is another reason for celebration.Japan’s Saki Kumagai in action in last week’s quarter-final against Sweden in Auckland.
Japan’s muted reaction to the Nadeshiko team and their achievements was a bit deflating, particularly when you consider that just 12 years ago the Nadeshiko champions beat the US, and gave much joy to the country then suffering in the aftermath of the 2011 tsunami and earthquake.The bottom line is that women in sport, here in Japan and elsewhere, do it tough.
When we consider the purchasing power of Japanese women, and the fact that, in the most part, financial decisions are made by the women in the household, it would seem a sure thing for Japanese corporates to pitch to develop a following and build on the brand power of women in sport. Building a following, creating value around broadcasting and marketing rights, and developing brands and brand impact is something Japanese companies and sporting groups have done successfully over and over. However, something huge is holding us back when it comes to advancing the cause of women in sport and the commercialisation of that endeavour: and that is the desire to try something new, to take risks and diversify.
Philippines Latest News, Philippines Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
‘Not leaving empty handed’: Why the Matildas’ third-place battle really matters‘Not leaving empty handed’: Why the Matildas’ third-place battle really matters
Read more »
NSW premier reveals day for public holiday if Matildas win the FIFA Women’s World CupPrime Minister Anthony Albanese has also spruiked a possible public holiday, but the Liberal and Nationals leaders say the economic cost would be too great.
Read more »
Watch Matildas v England in FIFA Women’s World Cup semi-finalGet all the broadcast details as the Aussies put it all on the line against England in Sydney.
Read more »
Where to watch the Matildas take on England in Women's World Cup semi-finalThe match might be sold out, but you can still catch all the action of the Australia v England semi-final clash at live sites across the country. Here's where they are.
Read more »
What time do the Matildas play tonight? Everything you need to know about the semifinal against EnglandFind out where you can watch the Matildas in the FIFA Women's World Cup semifinal.
Read more »
What we know about England's Lionesses, the Matildas' next Women's World Cup challengeAustralia ended England's 30-game winning streak in a 2-0 victory in April. Can they manage a similar performance in Sydney?
Read more »