The upcoming 2027 Women’s World Cup, hosted in Brazil, projects record profit for FIFA, but experts warn that the true success of the competition will depend on the genuine appreciation of the athletes.
The countdown to the 2027 Women’s World Cup in Brazil is already stirring things up behind the scenes of the sport. Promised to be a watershed moment, the tournament has attracted close attention not only for the competition on the pitch but for its financial impact. According to Jill Ellis, FIFA’s technical director, the expectation is that this World Cup will be the first in history to generate a profit independently, exceeding the investment of approximately US$ 800 million.
This projection elevates women’s soccer to a new market level. However, amidst record viewership and new sponsors, an essential question arises for the national landscape: how much of this economic growth will actually be reinvested in better structural conditions and the appreciation of the players?
The weight of history and overcoming barriers
For historian and writer Aira Bonfim, optimism regarding financial profit should not overshadow historical challenges. The development of high-performance women’s soccer faces a significant time gap compared to the men’s game. While men’s soccer has consolidated its institutions for over a century, women have dealt with decades of prohibition and institutional marginalization.
“High-performance women’s soccer is still a project in development. It is a recent sport when compared to the men’s game. While men’s soccer had over a century to consolidate clubs, competitions, markets, and institutions, women went through a completely different process.”
Profit is just the first step
The researcher emphasizes that the success of the 2027 World Cup cannot be reduced to financial balance sheets. For her, valuing the sport goes beyond elite compensation. It is about building a solid foundation that includes strengthening youth academies, the definitive professionalization of clubs, and fairer calendars for the athletes.
“Valuing women’s soccer does not just mean increasing pay or awarding those at the elite level. It means strengthening the training of young girls, professionalizing clubs, improving the calendar and working conditions, expanding the presence of women in all areas of this market, and creating a structure that remains after the World Cup.”
A legacy beyond the pitch
More than just goals and trophies, the tournament in Brazil carries a symbolic weight of citizenship. Aira Bonfim highlights that women’s soccer has become, today, a tool for the fight for rights and freedom. The massive presence of girls and women in the stands and training centers is a reflection of a society that is beginning to recognize the importance of this space.
The true acid test will be the post-tournament period. The impact of the Women’s World Cup will be measured by the public policies and the infrastructure that remain as a legacy. If the investments leave deep roots, the event will have fulfilled its historical role: to transform the country not just into the home of soccer, but into a place where the game, finally, belongs to everyone.
