The Women's Game vs the Men's Game

Now let's talk this: 

“If big brands are going to sponsor a football club, they should (split it) 50/50. They should give 50% to the men and 50% to the women.”

"If you're sponsoring something, that's a big audience…it shouldn't be just one type of audience."

Because this is what we ARE here to talk about. On the face of it what Carney is saying cannot be faulted; a sponsor comes in for X amount per year, and that money goes to the club. All facets of the club benefits from that new influx of money - player's wages, fees, training, etc - and as such the club grows. It's fair, balanced, and both the men's and women's game benefits. Simple, no? 

It isn't. It really isn't. And I suspect Carney knows this. That is not to say that she is wrong that the women's game should be better supported, because it isn't equal. But that's the thing. It isn't equal. 

Case in point. Liverpool FC currently on track to record their 20th top division title, which will put them on a level footing with Manchester United FC. 

In the season 2023/24 Liverpool FC earned $181m in sponsorship deals from various sources. One of which is front and centre on the team's shirts. This is also true for the women's team. What happens with the men also happens with the women. However, Carney is of the opinion that that $181m should be split 50/50. It isn't and it won't be anytime soon. 

And it really doesn't take long to figure out why. The gate receipts are much much larger, the prize money, too, and the revenue from TV deals isn't even a fair fight. And that is where the problem lies; supply and demand. 

Carney knows this but objectively refuses to acknowledge it, or at least will point to it to prove her point. And to be fair she does have one. How can the women's teams grow if they are not on a level playing field in relation to the money received, but at the same time growth indicates an increase in money coming in, which is obviously not happening. 

There is no doubting that women's football/soccer has increased in popularity over the years, but it still is but a distant shadow to the men's, because ... popularity. 

If one were to buy a house and a separate annex, then sell the annex, you are not going to get 50% of what you paid in total. It simply does not work like that, and I feel that Carney's words - no matter how good intentioned they were - will do nothing but harm the women's game in the eyes of the general public. By asking for a split, she is effectively saying they are equals, and, as we know, that simply isn't true. If you do more work for your company by bringing in more money for them than a colleague, yet they get the same pay packet as you, you are not going to be happy, right? Your worth is, well ... worth more.

Yes, women's football is popular, yes, it is getting more so by the day, yes, the best teams bring in a hell of a lot of money, and it is also true that more could and should be done, but right now it isn't. Just because you disagree with it doesn't make it not true.

Maybe in years to come they will be equals, and that's fine, but that requires change from how the game works, to how the game is received by the fans. Simply taking money that is not earned is not going to make any new friends and undoubtedly make some new enemies. 

Don't be happy with the way things are, be happy with the way things have become knowing that more growth will happen because it will be wanted by those who support you.