Last week in São Paulo, crucial soccer matches aired, featuring Corinthians and Ferroviária in the Supercopa feminina de futebol.
Concurrently, Botafogo and Corinthians competed in the men’s state championship.
Despite airing in the afternoon, the women’s game on Globo surpassed the men’s prime-time match on Record, scoring 12 to 9 in audience points.
This outcome challenges the norm that prime time slots yield higher viewership.
The women’s match success shows rising interest in the sport despite Globo’s reach and Record’s patchy men’s coverage.
Women’s soccer in Brazil thrives, with Corinthians and Ferroviária drawing big crowds, marking a shift in appeal and fans.
This change is reflected in the consistent attention teams receive, moving beyond sporadic highlights of stars like Marta to a more sustained focus on team identities, exemplified by Corinthians’ “Brabas.”
In 2023, the Brazilian championship final between these two teams drew over 42,000 fans.
Interest in women’s soccer is expanding beyond São Paulo, with clubs nationwide investing more in the sport.
Europe’s structured approach to women’s soccer contrasts with Brazil’s scheduling challenges and opaque financials.
For example, the impact of the Palmeiras women’s team’s R$18 ($3.6) million sponsorship deal remains unclear without comprehensive financial data.
Manchester United’s practice of publishing its women’s team’s finances since 2020 serves as a model for Brazil.
This transparency reveals significant revenue growth and sponsorship importance, suggesting a path for Brazilian clubs.
As public interest in women’s soccer in Brazil increases, the need for financial transparency becomes evident.
Emulating Manchester United‘s approach could boost investment and sustainability in women’s soccer, encouraging a shift from critique to active support for the sport’s growth.