Seismic impact of Women’s World Cup could be even greater than Euro 2022
The Guardian says The drumbeat of the Euros was barely noticeable in England, background noise to the hustle and bustle of life, before growing louder and louder until it reached a climax when the Lionesses triumphed over Germany to win a first major tournament last year.
Public consciousness of the Euros was earned; each kick of a ball, each victory, turned attentions to the players, the teams, the jeopardy.
Years of work had been done to build the tournament’s profile. In the weeks or months before it kicked off, the faces of England players – such as the captain, Leah Williamson – stared back from crisps packets, drink bottles and other adverts in supermarkets. Adverts ran on TV, pundits and commentators would give teasers looking forward to the action. But with the Premier League rumbling to its conclusion it was fighting to not be background noise. It was hard work, but the work was being done.
