FIFA president Gianni Infantino inflamed a months-long squabble over Women's World Cup television rights Monday with a calculated — but quite ridiculous — threat: If European broadcasters continue to offer relatively meager fees for the 2023 tournament, Infantino said, it might not be televised in Europe's biggest markets at all.
."At the same time," Dodd continued,"the women were told they didn't deserve prize money or equal pay because they didn't bring the revenues.", in the wake of an uber-successful 2019 tournament, FIFA moved to decouple Women's World Cup rights and sell them separately — because, as Infantino says, they see"real, real value" in the women's tournament. FIFA has also moved to invest more in it and professionalize it for players.
But this, of course, is not how sports media rights negotiations work. Event organizers — leagues, governing bodies or otherwise — often must demonstrate the value of their property before broadcasters are willing to write hefty checks. And that is precisely what FIFA hasn't yet done, despite the best efforts of female players.
Infantino is essentially looking for immediate returns on investment, even before the impact of FIFA's investment materializes on Women's World Cup fields and TV screens. He is ranting about sexism to bully his way to higher revenues, rather than simply building the property and trusting that, over time, it will thrive and money will flow.
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