Abstract
The WFA joined the broader ‘momentum’ of women's sport in the United States as both the league's social media platforms and the sponsors aligned their messages with cultural narratives around women's sport to invoke gender equity in promoting women's American football. Moreover, the league positioned the strategy to enhance mediated visibility the sport as an integral step in the process of (semi-)professionalisation. However, the role of the WFA's digital media platforms alone appears to be limited without substantial structural change.
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