The rise of women’s football and basketball in Latin America: Growth trends and key challenges

Women’s sports in many areas are enjoying unprecedented levels of visibility, investment and popularity in recent years, and Latin America is increasingly involved in this phenomenon. The growing enthusiasm towards women’s football and basketball is truly inspiring, despite the deep-rooted structural, cultural and economic barriers that exist in the region.

Growing investment and popularity in many leagues

According to what we’ve witnessed in world rugby, an elite women’s sport globally is on track to creating billions in revenue in the coming few years. Women’s basketball and football were expected to drive most of that growth in unison.

With the launch of the Women’s Basketball League Americas (WBLA), the first continental club competition for women’s teams in the Americas, the sport is taking a clear step in the direction of developing competitive infrastructure, basketball.

Different varieties of football exist. However, it appears that women’s football is receiving a lot more attention these days. At least this is the case in the Latin American and Caribbean region. This is the case especially in the run-up to the Copa America Femenina and other big tournaments. The tournament is expected to become a strong engine for demonstration, visibility and investment.

In many Latin American countries, women were formally prohibited or socially stigmatized for playing football. It has been a long journey from exclusion to inclusion. Over the years, female athletes and advocates have confronted prohibitions and prejudices to establish national leagues, clubs and grassroots campaigns.

These signals indicate that women’s football and basketball in Latin America are no longer marginal or for show, but rather, are woven into the fabric of regional sport. We are witnessing women’s leagues and matches featured on top betting sites available on CheekyPunter, which goes on to show the direction it is taking.

Challenges: Inequality, organization, and old barriers

The growth of women’s sports is a complex issue that entails several problems that are inter-related.

Many women sports personalities lack adequate facilities and training grounds, medical support and competitive platforms to play in. A very low percentage of women players believe that the training pitches on which they practice are good enough.

Women’s sports teams in many countries still lack a credible and professional set-up largely because of limited government support, funding and institutional backing.

For a long time, societal norms and gender stereotyping discouraged girls and women from taking up sports seriously. Many people do not participate regularly because of their family expectations about domestic roles or worries about femininity and social acceptance.

Media visibility and coverage is less for women’s sporting events. Media coverage, whether in print, on television, or digital form, is still biased in favour of men’s sports more than in the case of women’s events, more generally. Without coverage, the public will be unaware of it and will not engage as a fanbase. Commercially, it becomes of little interest.

Some countries advance faster than others, usually countries with the highest economic power. Likewise, governing the sports is also an important player in the growth of basketball internationally. Not many countries in Latin America have a structured professional women’s club.

In short, growing demand and interest are often not backed by the structural underpinnings that will ensure long-term and sustainable growth.

Steps towards sustainable progress

In order for the current momentum to lead to lasting change, stakeholders must act on many fronts.

1. Governments, federations, municipalities and clubs should invest in quality fields, gymnasiums and training facilities that are accessible not only in big cities but also in rural and small towns.
2. Providing proper financial backing, stable contracts, health care backing, and formal leagues is necessary to make sure athletes see their sport as a true career and not merely a hobby.
3. Women’s sports stories need to pull their weight in the coverage department. If it comes to pass, the chances of drawing in sponsors and fans will certainly pique the interest of the media world.
4. The power of community outreach programs, school activities, promotion of role models, and gender-sensitivity campaigns can help dismantle negative societal beliefs. This will help in breaking stereotypes that still affect the participation of females.
5. Foster regional collaboration through initiatives such as WBLA. More tournaments along with developmental programs and knowledge-sharing initiatives will enhance quality and visibility of women’s sports sector.

It is safe to say that women’s football and basketball are at a critical juncture.  Over the past few years, interest has surged, new leagues have been formed, visibility has increased and economic value has grown.  Although this part of the world is lucrative, there are structural issues that still work against it. Among these are infrastructure and funding gaps. In addition, cultural biases are also at play.

If governments, sports federations, media, clubs and communities put it together and create the right infrastructure, invest in women athletes, boost visibility, and challenge stereotypes, women’s sport in Latin America could very soon be not only a measure of gender progress but also a key driver of the region’s sports, culture and economics.