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| England's WWC performance a 'once-in-a-generation opportunity' for football | England's WWC performance a 'once-in-a-generation opportunity' for football |
| (about 1 hour later) | |
| Amid the tears and triumphs of England’s run to the brink of the Women’s World Cup final in Canada, ended by a desperately cruel last-minute own goal, was the hope that it could prove a “game changing” moment for the sport. | Amid the tears and triumphs of England’s run to the brink of the Women’s World Cup final in Canada, ended by a desperately cruel last-minute own goal, was the hope that it could prove a “game changing” moment for the sport. |
| As England’s players and supporters licked their wounds – among them 2.4m viewers who tuned in to the BBC in the early hours of Thursday morning to watch the 2-1 defeat to reigning champions Japan – came calls to maintain the momentum and inspire new players and fans. | As England’s players and supporters licked their wounds – among them 2.4m viewers who tuned in to the BBC in the early hours of Thursday morning to watch the 2-1 defeat to reigning champions Japan – came calls to maintain the momentum and inspire new players and fans. |
| Others, however, urged a note of caution, remembering the outpouring of support for the Team GB women’s side at the 2012 Olympics which soon dissipated. They warned that the momentum could soon be lost if it wasn’t translated into increased visibility for the domestic game. | Others, however, urged a note of caution, remembering the outpouring of support for the Team GB women’s side at the 2012 Olympics which soon dissipated. They warned that the momentum could soon be lost if it wasn’t translated into increased visibility for the domestic game. |
| We were immense and hopefully we did the nation proud. That was the aim, to try and inspire young girls | We were immense and hopefully we did the nation proud. That was the aim, to try and inspire young girls |
| England captain Steph Houghton said she “couldn’t be prouder” of an England team that had started the tournament slowly but had gathered belief and kudos as it had progressed. | England captain Steph Houghton said she “couldn’t be prouder” of an England team that had started the tournament slowly but had gathered belief and kudos as it had progressed. |
| That was just one of a number of parallels with the Italia 90 England men’s team; Gary Lineker, a key member of that side, was one of several pundits who voiced hopes that the tournament would be looked back on as a similarly transformational moment for the women’s game. | That was just one of a number of parallels with the Italia 90 England men’s team; Gary Lineker, a key member of that side, was one of several pundits who voiced hopes that the tournament would be looked back on as a similarly transformational moment for the women’s game. |
| “Women and girls across the country – as well as many men and boys, I’m sure – will have woken up with a new set of sporting heroes,” said Ruth Holdaway, chief executive of Women in Sport. | “Women and girls across the country – as well as many men and boys, I’m sure – will have woken up with a new set of sporting heroes,” said Ruth Holdaway, chief executive of Women in Sport. |
| “Football now has a once-in-a-generation opportunity to make itself the sport of choice for women and girls up and down the country; it is an opportunity we cannot afford to lose.” | “Football now has a once-in-a-generation opportunity to make itself the sport of choice for women and girls up and down the country; it is an opportunity we cannot afford to lose.” |
| Houghton said she was “absolutely devastated” when she saw the ball cross the line after spinning off the boot of defender Laura Bassett and looping over goalkeeper Karen Bardsley in the last minute of a match that looked to be heading for extra time. | Houghton said she was “absolutely devastated” when she saw the ball cross the line after spinning off the boot of defender Laura Bassett and looping over goalkeeper Karen Bardsley in the last minute of a match that looked to be heading for extra time. |
| “We were immense and hopefully we did the nation proud. That was the aim, to try and inspire young girls. We were that close – football really can be very cruel,” said Houghton. | “We were immense and hopefully we did the nation proud. That was the aim, to try and inspire young girls. We were that close – football really can be very cruel,” said Houghton. |
| As her teammates and manager Mark Sampson rallied around Bassett, BBC presenter Jacqui Oatley said the defender’s misfortune would only endear her to the public. | As her teammates and manager Mark Sampson rallied around Bassett, BBC presenter Jacqui Oatley said the defender’s misfortune would only endear her to the public. |
| Related: Laura will bounce back after England own goal, insists Bassett’s mother | |
| Oatley, a player until injury prematurely ended her career, said the women’s game had made steady strides since the FA launched the Women’s Super League two years ago but that clubs and sponsors needed to seize the moment. | Oatley, a player until injury prematurely ended her career, said the women’s game had made steady strides since the FA launched the Women’s Super League two years ago but that clubs and sponsors needed to seize the moment. |
| The WSL, which has been on pause during the tournament, returns on 12 July. The women’s FA Cup final – in which Bassett’s Notts County Ladies will play Chelsea at Wembley – is on 1 August. | The WSL, which has been on pause during the tournament, returns on 12 July. The women’s FA Cup final – in which Bassett’s Notts County Ladies will play Chelsea at Wembley – is on 1 August. |
| “It can be a transformational moment but whether it will be is the most important thing. It’s down to the marketeers and they need to act quickly while people are still talking about women’s football,” Oatley said. | “It can be a transformational moment but whether it will be is the most important thing. It’s down to the marketeers and they need to act quickly while people are still talking about women’s football,” Oatley said. |
| “After 2012, there was a lot of buoyancy but nothing was actually done. Something structurally needs to change in terms of the way the game is marketed.” | “After 2012, there was a lot of buoyancy but nothing was actually done. Something structurally needs to change in terms of the way the game is marketed.” |
| England manager, Mark Sampson, who praised the “superhuman” effort of his players, said: “I’m going to demand that everyone back home really ups their game and we commit everything we can to keep growing this sport in our country.” | England manager, Mark Sampson, who praised the “superhuman” effort of his players, said: “I’m going to demand that everyone back home really ups their game and we commit everything we can to keep growing this sport in our country.” |
| Holdaway said that the domestic game remained “underfunded and under-appreciated”. She added: “Hopefully sponsors will wake up to women’s football as a great opportunity to raise their profile and enhance their brand value by supporting and further developing the momentum behind women’s sport in the UK.” | Holdaway said that the domestic game remained “underfunded and under-appreciated”. She added: “Hopefully sponsors will wake up to women’s football as a great opportunity to raise their profile and enhance their brand value by supporting and further developing the momentum behind women’s sport in the UK.” |
| While there are plenty of parallels with the heartache of the men’s team down the years, there is no comparison when it comes to financial rewards. There are only 27 full-time professionals in the WSL and others, such Deutsche Bank analyst Claire Rafferty, have to balance playing with a full-time job. | While there are plenty of parallels with the heartache of the men’s team down the years, there is no comparison when it comes to financial rewards. There are only 27 full-time professionals in the WSL and others, such Deutsche Bank analyst Claire Rafferty, have to balance playing with a full-time job. |
| “It’s a two-pronged attack. On the one hand, you want to inspire people to buy tickets, get commercial sponsors more interested, get sports editors interested,” said Oatley, once the first female commentator on Match of the Day. | “It’s a two-pronged attack. On the one hand, you want to inspire people to buy tickets, get commercial sponsors more interested, get sports editors interested,” said Oatley, once the first female commentator on Match of the Day. |
| “The second prong is to get young girls going out and kicking a ball with their brothers and sisters in the garden. The more young girls play and the better the standard of coaching is, the more talent will come through.” | “The second prong is to get young girls going out and kicking a ball with their brothers and sisters in the garden. The more young girls play and the better the standard of coaching is, the more talent will come through.” |
| Participation in the women’s game is growing – in 1993 there were just 80 registered girls’ teams, today there are 5,143, with 1,437 registered adult sides. But there are still fears that negative stereotypes persist among some parents and teachers. | Participation in the women’s game is growing – in 1993 there were just 80 registered girls’ teams, today there are 5,143, with 1,437 registered adult sides. But there are still fears that negative stereotypes persist among some parents and teachers. |
| For half a century, women were banned from even playing football in England but the FA has thrown all its weight behind the “Lionesses”. As well as making household names of some of the players, it has launched a We Can Play campaign aimed at dispelling myths around women’s football and making it attractive to seven to11-year-old girls. | For half a century, women were banned from even playing football in England but the FA has thrown all its weight behind the “Lionesses”. As well as making household names of some of the players, it has launched a We Can Play campaign aimed at dispelling myths around women’s football and making it attractive to seven to11-year-old girls. |
| The FA’s research showed that even among girls of that age who played football, four out of five didn’t feel confident doing so due to peer pressure and negative stereotyping. | The FA’s research showed that even among girls of that age who played football, four out of five didn’t feel confident doing so due to peer pressure and negative stereotyping. |
| “The amount of TV exposure we have had and the attention women’s football has got has been brilliant. We want to be role models and hopefully girls are inspired to get to the World Cup and start playing at a younger age,” said Houghton after the Japan match. | “The amount of TV exposure we have had and the attention women’s football has got has been brilliant. We want to be role models and hopefully girls are inspired to get to the World Cup and start playing at a younger age,” said Houghton after the Japan match. |
| The research also showed that parents were far less likely to encourage daughters to play football than sons. | The research also showed that parents were far less likely to encourage daughters to play football than sons. |
| “Women’s football has had an image problem in this country, something they don’t suffer from in the US or Scandinavia,” said Oatley, who will front BBC3’s coverage of England’s third-place play-off against Germany at 8.30pm on Sunday. | “Women’s football has had an image problem in this country, something they don’t suffer from in the US or Scandinavia,” said Oatley, who will front BBC3’s coverage of England’s third-place play-off against Germany at 8.30pm on Sunday. |
| “Hopefully, one of the positive things from this World Cup will be that mums and dads will look at what these England players have achieved and think about it as a desirable sport.” | “Hopefully, one of the positive things from this World Cup will be that mums and dads will look at what these England players have achieved and think about it as a desirable sport.” |
| Amid the tributes flooding Twitter from current and former England players –including Lineker, Rio Ferdinand and Wayne Rooney – winger Karen Carney wrote: “Our aim was 1) gold medal 2) inspire a nation!! We didn’t get our first task but I’m sure we have got our second.” | Amid the tributes flooding Twitter from current and former England players –including Lineker, Rio Ferdinand and Wayne Rooney – winger Karen Carney wrote: “Our aim was 1) gold medal 2) inspire a nation!! We didn’t get our first task but I’m sure we have got our second.” |
| A Sport England spokesman said that the success of Mark Sampson’s side could convince more girls to try the sport, amid ongoing efforts to persuade more teenage girls to stay active. “We really hope that their success will help to inspire more girls and women to try football, however and wherever it suits them,” he said. | A Sport England spokesman said that the success of Mark Sampson’s side could convince more girls to try the sport, amid ongoing efforts to persuade more teenage girls to stay active. “We really hope that their success will help to inspire more girls and women to try football, however and wherever it suits them,” he said. |
| Meanwhile, there may also be renewed focus on the circumstances that prevented Team GB entering a women’s side in the Rio Olympics next summer and potentially capitalising on the momentum generated in Canada. | Meanwhile, there may also be renewed focus on the circumstances that prevented Team GB entering a women’s side in the Rio Olympics next summer and potentially capitalising on the momentum generated in Canada. |
| England’s semi-final place would have enabled them to qualify but internal politics among the four home nations meant that the FA’s bid to enter a team was blocked. | England’s semi-final place would have enabled them to qualify but internal politics among the four home nations meant that the FA’s bid to enter a team was blocked. |