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The Women's Empowerment League, or WE League, was officially launched in September of 2021 as Japan's ‘first professional women's league’. While the WE League was indeed new and categorically different from previous semi-professional leagues in Japan, the declaration that it was the first professional league belied the fact that women's football in Japan had witnessed various forms and degrees of professionalisation over the course of more than 30 years. While full professionalisation is a logical and important goal as women seek equity with men on football pitches and in other sports, I propose that revisiting the history of Japan's women's League provides useful material for contemplating the diverse factors that have motivated support for women's football, driven and derailed international success, and prompted increased professionalisation. Additionally, I argue here that although commercial and advertising interests in women's football have grown in recent years in Japan, the WE League's platform of social welfare and ‘women's empowerment’ is simply the newest iteration of a discourse packaging women's football as emblematic of progressive politics and ‘first-world’ gender norms, which has motivated much of the financial backing – from both the Japan Football Association (JFA) and corporate ranks – of teams and women professionals for the last three decades. Numerous stakeholders have sincere desires to improve not only the status of women's football but also of women in their country; however, the marketing and promotional messaging aimed at furthering those goals commodify critical issues such as women's empowerment and equal opportunity, and thus run the risk of depoliticising them.

This chapter aims to discuss the development within Norwegian football which has led to professionalisation of women's football in the country. In considering the professionalisation of women's football in Norway, the chapter is organised as follows. First, the theoretical framework with central concepts from Bourdieu's theory and the ‘Sport/Media Complex’ are introduced. Second, the international development of women's football and milestones with relevance are introduced. Third, an empirical investigation into the professionalisation of women's football is presented. Finally, the four phases of the development of women's football in Norway are presented and discussed, with a link to broader international development, before concluding on what this means for women's football in Norway.

This chapter provides insight into the professionalisation of women football in the Arab region. In a traditionally conservative geographic area where men's football has only recently turned professional or remains semi-professional, the chances for the professionalisation of women football appear dim; yet some countries are already taking progressive strides. This chapter explores the practical and cultural barriers to women football professionalisation and provides examples of success stories, current efforts in the wake of global trends and the resilience of female footballers in the region. In doing so, the chapter challenges misconceptions and critically examines assumptions around what professionalisation ‘looks like’ within the context presented. The research takes a multi-sited approach, presenting evidence of the women footballing environment from Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. It utilises an intersectional and transnational lens for analysing women football experiences as shaped by a culmination of the athletes' gender, religion and cultural expectations and as situated within the international women footballing context. The author uses her professional field experience with over 18 years of involvement in elite Arab women football, connecting personal experiences to the study and providing richer interpretive opportunities to the data provided. Her professional participation as a local expert and researcher uniquely positions this study for engagement on the field and sense-making reflective practices and analysis. The study aims to further understandings on women football experiences from an area where there is a great dearth of scholarship on the matter and even less so from local researchers.

In this chapter, I study athlete activism as practices of collective care in the context of football communities in Kerala, India. This particular collective is formed through a network of football players, fans, organizers of tournaments, team managers, and families of these actors. I look at these practices through two different yet interconnected “events.” One event is the public discussion of a form of care represented in the Malayalam movie titled Sudani from Nigeria (2018). The movie shows the acts of care centered on the mothers of a local football team manager and an African player who plays for a local team in Malabar. The other event that I seek to study is a campaign not yet fully articulated nor has generated significant discussions in the public sphere possibly because of its emerging nature. A local team manager organized a campaign during the initial months of the COVID-19 lockdown to facilitate the safe return of African players in the Malabar tournament circuit. The campaign led to the establishment of a network of care that is invested in the welfare of migrant athletes. Through these two events, I will look at what constitutes athlete activism at a translocal level in South India. I argue that such practices of care reconstitute the relationships among the people across the region as well as the people's relationship with the state. These practices of care recognize the inequalities in terms of race, class, and nationality and encourage action toward social change.

Launched in 2011, the Women's Super League (WSL) has raised the media profile of women's football in England, benefitted from greater sponsorship investment and signalled, for the first time, a more co-ordinated effort by the Football Association (FA) to develop the game from grassroots to international level. However, whilst the FA's insistence that the WSL's future is best secured by clubs aligning themselves with male ‘parent’ clubs has led to more buy-in from English Premier League (EPL) clubs, some historically established women's clubs have been excluded from the highest echelons of the sport or even folded. Clubs' heavy reliance of volunteerism has been retained and salaries, even for internationally capped players, remain modest. There have been criticisms of player welfare (Taylor, 2018b), inadequate support for players' facing racist and sexist abuse (Gornall & Magowan, 2019), poor support for competition structuring (Wrack, 2018a) and a marketing strategy that is centred on heteronormative notions of family (Fielding-Lloyd, Woodhouse, & Sequerra, 2018). Popular discourses have heralded the professionalisation of women's football as evidence of significant progress in gender equality in the sport and as signposting an unequivocally positive future for the game. This chapter will critically assess the FA's conceptualisations of WSL as a neo-liberal project that has not consistently worked in the best interests of all players, clubs and fans and examine the FA's commitment to, and responsibility for, the development of the female game at elite club level.

This chapter examines the interconnected social, political and economic forces that are shaping and reshaping contemporary football. It identifies drivers but, critically, attributes commercialisation to structural (and not solely) economic differentiation, including the greater interdependence of the sexes in the game. First is a brief overview of the growing significance of women's football within the global sport system. Two zones of prestige exist currently for the professional game, in the United States and England. Questions are raised concerning the uneven effects of commercialisation and the contested values that underpin changes in the women's game. The chapter concludes with some reflections on future developments and research avenues that might be explored.

Analysing the intersectional race and gender politics of the England women's national team, this chapter, based on oral history interviews, shows the historical forces shaping the diversity of the squad over time, from 1972 to the present. Class is important here, as many of the first black and mixed heritage England women players were the daughters of the Windrush generation of Caribbean migrants who settled in working-class areas of urban, and to a lesser extent, rural England. In the case of London-based players, this gave a proximity to important development centres, available by public transport. In the case of Kerry Davis, from Stoke on Trent, access to private transport was important. As head coach, Hope Powell oversaw the first Black-British captain of an England women's side, but when succeeded by Mark Sampson much of this development receded, notably as Eni Aluko, a centurion capped star of Nigerian descent was de-selected for ‘Unlioness behaviour’. In the ensuing legal analysis, the FA showed itself to lack awareness of diversity and inclusion issues in its own sport. The chapter analyses the effect of this, on an England team that includes several high profile LGBTQ+ stars, which is diverse in different ways than the England men's team.

Given its social importance, Sport (especially Football), which has experienced an astounding transformation into a global industry with significant economic impact, has been a vehicle for the transmission of cultural and universal values. Its structural complexity (players, transfer agents, clubs and its owners, right holders of different contracts) creates a lot of moving parts that can easily hide illicit activity, especially because this structure incorporates the international market. The movement of large amounts of money, the difficulty in accounting for all transactions, and ironically, the clubs’ own financial needs increase this sector’s vulnerability to organized crime. For many years, this sector has had a relatively free hand in its efforts to make criminal assets legal. This is made possible by some ineffectiveness of current national and international laws and enforcement bodies, which have not kept pace with the changing situation. It is already known that sport historically has been used as a tool for enrichment of a specific group of companies, an issue deserving of public concern. This chapter argues for a sensitive situation involving the actors of the public and private sectors, notably its regulations, in order to curb corruption and money laundering through sport. The purpose is to address these matters by identifying the risks of misconduct within sport organizations, and proposing measures that could prevent, hamper, and punish any attempts to thwart these organizations’ main goal: promoting sport as a way for cultural improvement and teaching people the values of tolerance and civilized coexistence.

This introduction provides the methodological framework for the book, approaching the business of football through the lens of its most reliable consumers – the fanbase. Fan cultures necessarily inform the normative understanding of a football club, due to the popularly held belief that it is the fan’s – or some reified idea of the fan – that is the permanent feature of a football club and that provides its identity. Players and owners come and go, but the relationship between the club and the fan is, theoretically, never-ending. In truth, this is never a real fan who could exist, but a constructed image of the fan built out of other narratives and that, at some level, football fans associate themselves. This fan is no one in particular, but is drawn from a close reading of football culture and identifying the directives of the traditional fan. Utilising a combination of critical theory and the existing literature on football club ownership, our goal is to reveal the distinction between how people talk about the social dimension of football clubs, and how they actually relate to their fans and the wider world in the era of late capitalism. A club is not simply the romanticised notions held by those within the games, but, as with all businesses, it is also the product of it conducts itself in a series of other networks of exchange. Often irreconcilable with the aforementioned romantic notions, these networks often get hidden by the prevailing discourse.