The Hot Corner  Every month Sports Media Challenge will discuss at least one incident or issue in the world of sports news. Most will be case studies or commentaries prompted by exposure in the news. We especially welcome ideas and comments from sports professionals including athletes, coaches, executives at all levels of sport including professional, collegiate and other amateur ranks and periodically will include their comments and observations.

 

By Staff Writer  Cordelia Anderson  July 26, 1999

The Women's World Cup Phenomenon     My fiancée glared at me as I told him it was time to leave the house and meet my family for dinner.  He was watching the Women's World Cup, the score was 0-0, and he was waiting to see if the Americans could get a critical goal and win the game.  He wasn't alone: more than 12 million viewers tuned in to the Women's World Cup on July 10, warming couches and crowding bar stools in sports bars and homes across the country.  After two hours passed with no goals, Brandi Chastain knocked in her now-legendary left-footed goal, and the character of women's soccer was changed forever.  Fans around the world watched Chastain tear off her jersey (revealing her Nike sports-bra), fall to her knees, and then run to her team for a powerful embrace.  History was made, and sports writers everywhere began to speculate on the longevity of the women's soccer craze.  Speculation that Nike was considering a sports-bra tie-in with Chastain began to emerge.  The explosion of interest in the World Cup team is not surprising, considering their dynamic image which is on one hand wholesome and hard-working, on the other hand fierce and resolute.  While superstar Mia Hamm has been attracting attention for some time – duking it out with Michael Jordan in Gatorade commercials and gracing the packaging of Mattel's "Soccer Christie" doll – the success of the team brought all of its members into the spotlight.  Their exposure during the month of July was tremendous – they were on the cover of USA Today and countless other papers almost every day.  After their win, they went on a whirlwind "Victory Tour" including appearances on the morning talk-show circuit, a Nike sponsored rally in New York, and a rebroadcast of their winning game on ESPN.  Now that they've won both the cup and the public's attention, the prevalent question is: Will the popularity of women's soccer last, or is it a fleeting phenomenon in an otherwise dull summer season?  In a July 9 Reuters article, Steve James attributed their success to "America's fickle pursuit of winners and their love affair with passing fads."  Others (such as talk-show host Dave Letterman) have attributed it to the team's "babe" quotient.  Sports Media Challenge has a different approach – a simple equation known as the "Success Pie."  The Success Pie evaluates the three components of success – Image, Exposure, and Performance.  In order to be successful, the three must be in complete balance and at remarkably high levels.    Currently, the team's image and performance are in great shape.  However, the weak link for the prolonged success (and marketability) of women's soccer is long-term exposure.  Because there isn't a professional women's soccer league, and no major competition until the 2000 Olympics, they have no forum to remain in the public eye.  This translates into less exposure and fewer endorsement dollars.  This is not to say that their disappearance from the spotlight will be permanent or absolute.  They're scheduled to play a game on ESPN2 on Oct. 10; and TWI (the branch of IMG that handles US Soccer's TV and sponsorships) is working to schedule televised games as early as August.  Even if women's soccer doesn't capture sponsorship dollars or extensive coverage, there will be one lasting impact – on the young women of America.  While the team may temporarily fade from the forefront, their victory will continue to inspire a whole new generation of female athletes. The future popularity of women's soccer remains unclear, but in the meantime, women across the US are still basking in the glow.

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