‘Women play football, not women’s football’: the potentials and paradoxes of professionalisation expressed at the UEFA women’s EURO 2022 Championship

Abstract

This article examines the potentials and paradoxes of professionalisation in women’s football expressed at the UEFA Women’s Euro 2022 Championship. Through an event ethnography during the semi-finals of the championship, five potentials related to the professionalisation of women’s football are identified, each of which are accompanied by a paradox. First, UEFA’s marketing raised expectations of the event despite the lack of visibility of the championship in the host cities. Second, record-breaking attendance signalled increased popularity, while UEFA’s choice of smaller stadiums and lower ticket prices limited any commercial potential. Third, increased commercialisation efforts align with developmental trends in men’s football, while gender stereotypes portrayed in commercialised products pose an equality-related paradox. Fourth, the implementation of VAR highlights a commitment to the professionalisation of women’s football, but limited resources impact the quality of the technology. Finally, the diversity of spectators fosters inclusivity, yet stadium designs do not support such diversity. Collectively, these potentials demonstrate a growing recognition and investment in women’s football and reflect the development of commercialisation and professionalisation. However, the paradoxes associated with these potentials indicate that there is still some way to go in terms of providing equal opportunities for men and women football players in Europe.