Â鶹´«Ã½

Sports

    • Viral French football ad makes powerful gender statement as Matildas call for equal prizes in Women's World Cup

    Sakina Karchaoui of France in action during a friendly match between Australia and Canada ahead of the FIFA Women's World Cup in Melbourne, Australia on July 14. (Mark Avellino/SIPAPRE/Sipa/AP) Sakina Karchaoui of France in action during a friendly match between Australia and Canada ahead of the FIFA Women's World Cup in Melbourne, Australia on July 14. (Mark Avellino/SIPAPRE/Sipa/AP)
    Share
    Brisbane, Australia -

    Days out from the start of the Women’s World Cup, teams are turning up the pressure on the sport’s governing body and spectators to give women players equal pay and respect.

    An advertisement by telecoms company Orange and the French national team that uses visual effects to draw attention to the quality of the women’s game is spreading quickly on social networks.

    And on Monday, members of Australia’s national team released their own video taking a swing at FIFA’s failure to grant women the same prize money as men.

    Australia and New Zealand are co-hosting the tournament which kicks off Thursday as New Zealand takes on Norway at Eden Park.

    The total prize pool for the women’s tournament was raised to US$150 million this year, but it’s still only about a third of the US$440 million handed to the winners of last year’s men’s World Cup in Qatar. The women players say it’s not enough.

    FIFA has said it’s committed to closing the pay gap and last month  that it said provides every Women’s World Cup player with “guaranteed remuneration for their achievements.â€

    But  by making the point that, despite the pay disparity, the women are just as skilful as the men.

    TARGETING PERCEPTIONS

    , Orange and French creative agency Marcel sought to overturn prejudices that “all too often surround the players†– that the women’s game is less skilled and exciting than the men’s.

    “Many football ‘fans,’ without ever having watched women’s football, have strong opinions about the level of the players,†according to trade journal Marketing Communication News.

    For the Orange ad, producers scoured the French Football Federation’s archives for weeks to find technical moves by the French Women’s National Team before searching for their “exact replicas†during the men’s game.

    The videos are cut together with dramatic music and screaming fans to give the impression of a male highlights reel.

    At the end, it’s revealed that viewers have been watching members of the women’s team.

    The assumptions that women’s sports are inferior to men’s, so are less deserving of investment and reward, has long been an issue perpetuated by misogynistic attitudes among some fans.

    In 2022, a survey of 1,950 male football fans in the United Kingdom by Durham University found that “openly misogynistic attitudes†still dominate football fandom.

    Those with misogynistic attitudes saw women’s sport as inferior, and its coverage as “positive discrimination†or “PC nonsense,†

    “Simply increasing the visibility of women is not enough to end sexism and misogyny in the sport,†she wrote. “What we need to reach equality and justice on the pitch and beyond is a gender revolution.â€

    MATILDAS CALL FOR EQUAL PRIZE MONEY

    In their own video, the 23 members of the Australian Matildas squad list their predecessors’ challenges and achievements in securing better working conditions, but say the job’s not done yet.

    “Seven hundred and thirty-six footballers have the honour of representing their countries on the biggest stage of this tournament. Yet many are still denied the basic right to organize and collectively bargain,†the players said in a video statement shared on Twitter.

    “Collective bargaining has allowed us to ensure we navigate the same conditions as the Socceroos (the men’s team), with one exception. FIFA will still only offer women one-quarter as much prize money as men for the same achievement,†the players added.

    FIFA President Gianni Infantino says the governing body’s “ambition†is to offer equal prize money at the next World Cups in 2026 and 2027, but the Australian players want confirmation that it’s going to happen.

    Last month,  for the winning teams, along with payments for every athlete that takes part. Each player will receive at least $30,000 for making the group stage, with members of the winning team taking home $270,000 each.

    FIFA says the payments will make a “meaningful impact†on the lives and careers of the players, while noting that the annual global salary of professional women footballers is around $14,000.

    “Beyond this, all member associations will also receive a record financial distribution based on their performance, which they can use to reinvest back into football in their countries and which we believe will help to propel the women’s game even further,†FIFA added.

    In May, Infantino bemoaned the low offers being made for media rights to the tournament, saying “broadcasters pay US$100 to US$200 million for the men’s FIFA World Cup, but they offer only US$1 to US$10 million for the FIFA Women’s World Cup.â€

    At the time, he said offers were a “slap in the face of all the great FIFA Women’s World Cup players and indeed of all women worldwide.â€

    The Matildas video pointed out how hard it is for players rising through the ranks to make a living.

    “Our sisters in the elite women’s are still pushing for sport to be a full-time career so that they don’t have to work part-time jobs,†they said, calling on fans to support those players and the next generation of Matildas.

    “We call on those who run the game to work to provide opportunities for girls and women in football, whether that be players, coaches, administrators or officials,†they said.

    “And we call on all those in positions of power across football, business and politics to come on this journey with us to make women’s football as big as it can be here and around.â€

    CTVNews.ca Top Stories

    A team of tornado experts is heading to Fergus, Ont. after a storm ripped through the area Sunday night.

    Why brain aging can vary dramatically between people

    Researchers are uncovering deeper insights into how the human brain ages and what factors may be tied to healthier cognitive aging, including exercising, avoiding tobacco, speaking a second language or even playing a musical instrument.

    Canada

    • A team of tornado experts is heading to Fergus, Ont. after a storm ripped through the area Sunday night.

    • Two nephews of the beloved Harry R. Hamilton share stories about his life and legacy.

    • The union representing some 1,200 dockworkers at the Port of Montreal has overwhelmingly rejected a deal with their employers association.

    • A man who was critically injured in a police-involved shooting in Hamilton late Sunday afternoon has died in hospital, says the province’s police watchdog.

    World

    Politics

    • Murray Sinclair’s family members say the late justice and senator has been laid to rest according to his wishes.

    • Prime Minister Justin Trudeau announced voters in Cloverdale—Langley City will pick their next member of Parliament on Dec. 16.

    Health

    Sci-Tech

    Entertainment

    Business

    Lifestyle

    Sports

    Autos

    Local Spotlight

    For the second year in a row, the ‘Gift-a-Family’ campaign is hoping to make the holidays happier for children and families in need throughout Barrie.

    Some of the most prolific photographers behind CTV Skywatch Pics of the Day use the medium for fun, therapy, and connection.

    A young family from Codroy Valley, N.L., is happy to be on land and resting with their newborn daughter, Miley, after an overwhelming, yet exciting experience at sea.

    As Connor Nijsse prepared to remove some old drywall during his garage renovation, he feared the worst.

    A group of women in Chester, N.S., has been busy on the weekends making quilts – not for themselves, but for those in need.

    A Vancouver artist whose streetside singing led to a chance encounter with one of the world's biggest musicians is encouraging aspiring performers to try their hand at busking.

    Ten-thousand hand-knit poppies were taken from the Sanctuary Arts Centre and displayed on the fence surrounding the Dartmouth Cenotaph on Monday.

    A Vancouver man is saying goodbye to his nine-to-five and embarking on a road trip from the Canadian Arctic to Antarctica.

    • LIVE

      LIVE

      Thousands of people are gathered in downtown Vancouver to observe the city’s 100th Remembrance Day ceremony.

    • A suspect was arrested for allegedly brandishing a knife outside a Vancouver elementary school on Friday – just as the young students were heading home for the day.

    • The federal government is urging both sides in the British Columbia port dispute to return to the table after mediated talks broke off on Saturday, the first of three scheduled days.

    • Several hundred people gathered outside the Ontario legislature in Toronto to honour veterans and remember those who died fighting for their country.

    • Toronto is expected to see an economic boost to the tune of nearly $300 million thanks to Taylor Swift’s upcoming Eras Tour, which will be making a stop in Canada’s largest city for a six-show run later this month.

    • A man believed to be in his 40s has been rushed to a trauma centre following a stabbing in downtown Toronto.

    • Calgarians will be observing Remembrance Day at a number of different ceremonies across the city, including at the Hangar Flight Museum.

    • July 2025 may seem like it’s in the distant future, but for the St. Luke playground committee time is ticking to fundraise the $340,000 they still need to build a new playground.

    • Getting out to the mountains is even easier with a new bus route from a growing Germany-based service.

    • Crowds gathered in Ottawa and eastern Ontario on Monday to honour the sacrifice of men and women in uniform who gave their lives in service of Canada.

    • CTVNewsOttawa.ca looks at Remembrance Day ceremonies in Ottawa.

    • After months of controversy surrounding a dog park in Ottawa's west end, a solution has been reached to divide the park in half.

    • A 36-year-old Montreal man who was out on bail after allegedly uttering death threats to a woman is now accused of murdering her on the South Shore.

    • With fewer interments and rising maintenance fees, the money for Canada's largest military cemetery will run out in three to four years.

    • Montreal Metro passengers can now flag a safety concern by texting a new phone number launched by the STM.

    • A member of Canadian Forces Base (CFB) Edmonton participated in the national Remembrance Day Ceremony in Ottawa on Monday.

    • WEATHER

      WEATHER

      This is shaping up to be one of the warmest Remembrance Days in the past decade, at least, for temperatures.

    • Thousands of Maritimers turned out in wet weather Monday to remember those who have served, and continue to serve, in Canada's armed forces for Remembrance Day.

    • A Cape Breton senior recalls her life in German-occupied France, and her mother’s death, during the Second World War.

    • Thousand of people gathered at the Menin Gate in the Ypres, Belgium for Monday’s Remembrance Day Ceremony.

    • Remembrance Day is today, and a number of ceremonies are taking place around the province to honour those who gave their lives to serve our country.

    • A pillar in Canada’s history was honoured in Winnipeg Sunday afternoon, with thousands showing up to pay tribute to the life and legacy of the late Murray Sinclair.

    • One Manitoba veteran is on a mission to commemorate and honour those who served our country, and not just on Remembrance Day.

    • There will be two ceremonies taking place in Regina for Remembrance Day, hosted by the Royal Canadian Legion.

    • Regina author Valerie Crowther is celebrating the release of her book ‘War Letters: Linking Lives in the Second World War.’

    • It was a somber day at Mosaic Stadium as members of the Saskatchewan Roughriders officially cleaned out their stalls and closed the book on the 2024 season.

    • Saskatchewan RCMP are searching for a suspect after a man was seriously injured in a farm-related incident in Montreal Lake.

    • It was a somber day at Mosaic Stadium as members of the Saskatchewan Roughriders officially cleaned out their stalls and closed the book on the 2024 season.

    • The Regina Rams claimed the Hardy Cup after a hard fought battle against the Saskatoon Huskies 19-14 on Saturday in the first all Saskatchewan U-Sports western conference final since 2002.

    • Emergency crews responded to the scene on Road 68/Highway 2 east of Thamesford around 7 p.m.

    • The events will start at 10:15 a.m. with a parade that forms up in front of the Delta London Armories, marches east on Dundas Street and turns north onto Waterloo Street to Dufferin Avenue, the west to the Cenotaph.

    • A team of tornado experts is heading to Fergus, Ont. after a storm ripped through the area Sunday night.

    • A Barrie man is at the centre of an alleged $2.2 million stolen used car scheme.

    • Environment Canada issued a weather alert for Barrie, Collingwood and surrounding areas, alerting residents about the wicked winds that are expected to pick up to 80 kilometres per hour in the afternoon hours.

    • Barrie residents gathered on Monday to honour Canada’s veterans and pay tribute to those who served and sacrificed for the country.

    • Representatives of the Windsor Veterans Memorial Services Committee, military representatives, wreath bearers, government officials, and members of the public will attend the Cenotaph at City Hall Square for the outdoor service.

    • Windsor Paralympic champion, Danielle Campo, has been crowned the number one Inspirational Speaker of the Year for 2024 at the Inspirational Speaking Finals.

    • One person has been arrested after Chatham-Kent Police Service (CKPS) received multiple complaints about an alleged drunk driver.

    • Environment Canada says heavy rain and winds could cause power outages on Vancouver Island as an "intense" storm system is set to hit the B.C. coast Sunday.

    • Six deer were struck by vehicles in six different locations in a six-hour period on B.C. highways on Saturday, according to the transportation ministry.

    • The union for locked-out port workers in British Columbia says the BC Maritime Employers Association cut off talks in less than an hour Saturday, refusing to budge on a final offer that the union has so far rejected.

    • The emergency department at South Okanagan General Hospital in Oliver, B.C., will be closed for 31 hours this weekend, the second such closure in a week and the third since the start of November.

    • Police in Kamloops, B.C., are reminding parents and guardians to check their children's Halloween candy after receiving a report of a mother finding a razor blade in one of her daughter's treats.

    • More than two years after Alannah Brown and Douglas Barker were found dead north of Penticton, police are asking for help identifying a vehicle they believe was associated with the crime.

    • The Southern Alberta Recreation Association is officially announcing the Town of Taber as next year’s host for the Southern Alberta Summer Games.

    • The Lethbridge Hurricanes broke open a close game with three goals in the first two minutes of the third period as they defeated the Warriors 7-3 in a game played Friday night in Moose Jaw.

    • There might not a lot snow just yet, but many southern Albertans are still itching to get outdoors.

    • It was just days before the COVID-19 pandemic shut the world down when the Shaft Bottom Boys of Sudbury broke a world record for 'Deepest Concert Underground.' Now, more than four years later, a Timmins band is looking to take the title.

    • Police have arrested a 15-year-old in connection with a break-in and $50,000 in damage done to the Centennial Arena in Elliot Lake in September.

    • Mayors of the five largest cities in northern Ontario met in North Bay the last two days to discuss a range of critical issues impacting their cities and the region.

    N.L.

    Shopping Trends

    The Shopping Trends team is independent of the journalists at Â鶹´«Ã½. We may earn a commission when you use our links to shop. Read about us.

    Stay Connected
    Follow Â鶹´«Ã½