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HOW WILL THE 2026 WORLD CUP INFLUENCE WOMEN'S FOOTBALL?

Although the 2026 World Cup will be a celebration of men's football, its impact could extend far beyond what happens on the pitch. In particular, one question is increasingly resonating with federations, media, and fans: how will this mega-competition influence the development of women's football? With millions of viewers, new infrastructure, and a growing awareness of equality, the tournament could be a powerful platform to raise the profile, professionalize, and empower women's football. In this article, we explore how this World Cup—the biggest in history—could also be a turning point for women's football, with data, stories, and straightforward analysis.

Visibility, Media, and New Audiences


One ​​of the strongest drivers for the growth of women's football is exposure. And the 2026 World Cup promises to put the spotlight on everything related to football. That includes women's football, directly or indirectly.


More Screen Time, More Conversation, More Fans


  • Cross-Sponsorship Campaigns: Many World Cup sponsors also support women's leagues. Advertisements combining male and female stars in the same spot are expected.

  • More media space: During the 2022 World Cup, searches for women's soccer increased by 42%. That number is expected to grow even more in 2026.

  • Social media is buzzing: female footballers reacting to matches, providing coverage, and generating content amplify the female presence at the World Cup.

  • Activations at Fan Fests: several host cities plan to include women's matches and exhibitions as part of the World Cup experience.

  • Former players as commentators: names like Alex Morgan, Deyna Castellanos, and Verónica Boquete are already being mentioned as potential members of the official broadcasts.


All this media buzz creates a "mirror effect": more girls and teenagers see other women involved in the World Cup, which fuels their interest and desire to play, follow, and be part of the world Football from its place.


And as we know: what isn't seen, doesn't exist. So the more visibility women's football has in the narrative of the 2026 World Cup, the more its fan base and player base will grow.


Infrastructure, Investment, and Opportunities


One ​​of the greatest legacies the 2026 World Cup can leave is in infrastructure, pitches, and local development. And there, women's football has a golden opportunity to jump on the bandwagon and ride the wave.


How can the investment be leveraged?


  • New stadiums and training centers: many host cities are renovating or building facilities. Several of these could later be used by women's teams.

  • Mixed Youth Programs: Federations like the Canadian and American federations are already including modules for girls in academies that are emerging because of the World Cup.

  • Expanded Sponsorships: Brands that invest millions in the World Cup often extend those agreements to women's leagues and tournaments.

  • Training of Female Coaches and Referees: Training opportunities during the event include women, boosting their professionalization.

  • Inclusion in Public Policy: Cities like Seattle and Toronto are considering gender equality plans in sports as part of the World Cup's legacy.


The world of football is buzzing with anticipation. The 2026 World Cup is fast approaching, and national teams are battling for their place in the biggest tournament, where every match defines the dreams and hopes of millions of fans.With three host countries—the United States, Mexico, and Canada—this edition promises to be historic: more teams, more goals, and a unique global experience. Coaches are fine-tuning their strategies, and players are vying for their ticket to the most anticipated tournament.The countdown has begun. The ball is about to start rolling, and the whole world awaits the moment a new chapter begins.The World Cup is almost here… and the passion is palpable.

The world of football is buzzing with anticipation. The 2026 World Cup is fast approaching, and national teams are battling for their place in the biggest tournament, where every match defines the dreams and hopes of millions of fans.With three host countries—the United States, Mexico, and Canada—this edition promises to be historic: more teams, more goals, and a unique global experience. Coaches are fine-tuning their strategies, and players are vying for their ticket to the most anticipated tournament.The countdown has begun. The ball is about to start rolling, and the whole world awaits the moment a new chapter begins.The World Cup is almost here… and the passion is palpable.

Cultural change and shared future


Beyond the commercial or sporting aspects, the 2026 World Cup can also generate a change in mentality. By making football a central topic in millions of homes, it can also help challenge stereotypes, open minds, and promote true equality.


The World Cup as a platform for equality


  • More girls playing football: when they see that football is for everyone, regardless of gender, they are encouraged to try it.

  • Normalization of the female role: referees, coaches, physical trainers, and journalists are already part of the show… and will be even more so in 2026.

  • Necessary conversations: the World Cup can be a catalyst for discussing the gender pay gap, resources, labor rights, and representation.

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