CHAPTER ONE: AN ODE TO TODAY Stratospheric growth in 2022 4 22 INTRODUCTION CONTENTS THE EDITORS SPECIAL THANKS 3 16 CHAPTER TWO: ITS OWN GAME A unique on pitch identity Six creators bonded by passion for the women’s game, drafted from EA & COPA90’s annual internship programme, Beat the Bias. Beat the Bias Partners: Versus, Football Beyond Borders, Rising Baller, She’s A Baller, Season Zine. 10 28 CHAPTER THREE: WITH ITS OWN CULTURE Community building the game up CHAPTER FOUR: WITH ITS OWN OPPORTUNITIES Setting up a bright future CHAPTER FIVE: WITH ITS OWN FUTURE TO WRITE Ten years from now JAMES LEWIS JOSHUA JIBULU MEGAN KAPADIA AMBI NAHAL PRIYANKKA ARAASU RORY OAKLEY CURVES 99 EDITING 89 PODCASTING 90 VISION 90 LISTENING 91 WRITING 90 PASSION 99 INSIGHT 80 IDEA GENERATION 90 KNOWLEDGE 93 TASK COMPLETION 92 POETIC WRITING 91 BALL CONTROL 95 TEAMWORK 89 (SELF) PORTRAITS 99 FIRST TOUCH 95 INTERVIEWING SKILLS 88 WORDSMITH 90 BEAT THE BIAS EXPLORE MORE HERE
Women’s football is here. Sold out stadiums. Passionate fans. Global icons. The world is watching, waiting, excited to see what’s next.
So let’s show them.
Because women’s football is not just ‘Up and Coming’ Its DNA has been forged over decades. Given life by the visionaries, pioneered by its trailblazers, shaped by its fans.
We, the modern fan, invite you on a journey.
Welcome to All Eyes On Us, a collaborative zine from the Beat the Bias class of 2022, spearheaded by COPA90 and EA SPORTS. What you see before you is the product of a partnership born from one simple mission: growth of the women’s game.
The next 28 pages will celebrate what makes this space so special, and usher in the introduction of a new stage, a new platform and playground for the women’s game to shine.
We’ll reflect on a record shattering year of growth, spotlight the game’s inimitable identity on and off the pitch, and look forward to what’s next.
We implore you to join us, EA SPORTS, and the amazing women’s football community to move from the sidelines to game changers.
Women’s football is here. The world is watching, waiting, excited to see what’s next.
So let’s show them.
Players becoming household names, attendance records broken and the most watched women’s football game in UK TV history… the 2022 Women’s Euros was a huge success in taking women’s football into the mainstream. Over 17.4 million people tuned in to witness England crowned as European Champions at Wembley, a landmark total capping off the most watched tournament in the history of the competition.
UEFA WOMEN’S
The footballof
name, 5 back to back as le capitaine.
A legendary World Cup campaigncemented herself as the leading
FIFA 23 SOUNDTRACK LISTEN NOW
One avenue where differences persist is in the physical realm, specifically ACL tears. Did you know that female athletes’ experience this kind of acute injury two to eight times more than male
The narratives around previously taboo topics are changing, and we can see the direct positive impact that it is having on players, clubs and teams. In the future, we hope to see the same for other topics such as pregnancy and raising a family, mental health, and eating disorders.
One of the secrets to their success, these teams know how their players’ bodies are going to respond to training at different points in their cycle. Dr Georgia Bruinvels (Senior Sports Scientist at Orreco) explains that more effective use of carbohydrates during the first half of your cycle can lead to better recovery.
Not only are there differences in muscle mass, but the menstrual cycle also plays an important role. Hormones can have a profound effect on muscle density - oestrogen can increase laxity (looseness) resulting in higher injury proneness when these levels are high (the first half of the cycle and build up to ovulation).
To stress the effect this has on performance and its frustrating lack of recognition, the world champions (USWNT), European champions (England), five time BWSL winners (Chelsea WFC) and 2021/22 FA Cup Winners (Manchester City) are the only professional teams currently incorporating menstrual cycle tracking into their training.
10 2 1 3 4 6 7 8 9 10 11 12 13 20 21 22 23 24 25 26 ITS OWN GAME Women’s football is a space like no other, embracing its own strengths and unique challenges. HOW DOES THIS TRANSLATE ONTO THE PITCH? CHAPTER TWO
athletes do?
11 * Physical Analysis FIFA Women’s World Cup France 2019 ™ Source: https://digitalhub.fifa.com/m/163d46bbccd188ca/original/n1cp6yscvvqberudqlih-pdf.pdf 60% of shots taken inside penalty box compared to 56% for men 5.74 Women average injuries per match (13.78% definite*). Men average 11.26 injuries per match (7.8% definite) 29% more distance at speed over 23 km/h from from Canada 2015 - France 2019 16-32% Intense running increased by approximately from Canada 2015France 2019 18.647.3% increase in distance covered at >23 km/h from Canada 2015France 2019
DRIVING CHANGE
Name: Claire Bloomfield Occupation: Head of Women’s Football, European Club Association (ECA)
Fact: Activation of her strategy for the ECA included an analytics partnership that boosted access to player analytics for 230 clubs. Description: Claire launched ECA’s first ever strategy solely dedicated to the women’s game, driving club professionalisation across Europe. Claire is relentless
in her pursuit of improvement in the women’s game, which is exemplified through her passion for her work.
“Thedecisionmakersinthegame havealotofresponsibilitytomake therightdecisionsforwomen’s footballandnotjustcopyand pastewhattheyseeinthemen’s game.”
(EA WFB Evolution Council)
Name: Siham Abdullahi Occupation: Co-founder of Barakah, an accessible space for women to play casual football for free (Community Leader).
collective
means blessings, an ode to the body being a blessing.
Description: Siham works to impact and seed change at a grassroots level, building a foundation for the future. This community game changer supports players of
training and
the women’s
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A self-made game, in every sense. Whether you’re balling on the pitch or making magic happen behind the scenes, women’s football is built by team players who are dedicated to forging a game for the future, with blueprints for the next generation to match. The hustle never stops.
Fact: The
Barakah
all abilities with
exposure to
football community. “Intermsofdiversity,there isadisconnectbetween grassrootsleveland professionallevel…Barakah startedbecausethereweren’t alotofspacesthatfully accommodatedourneeds. Likeplayinginaspacethatis notpublic,wherewe’reable towearwhateverwewant withoutpeoplelookingatus.”
CHANGE MAKERS M N E D CLAIRE BLOOMFIELD20 22 CHANGE MAKERS M A U R L D SIHAM ABDULLAHI
Name: Meg Linehan
Occupation: Senior writer at The Athletic
Fact: Meg’s first women’s football gig was writing live game updates for the 1999 FIFA Women’s World Cup at just 16.
Description: A storyteller covering all facets of the game, from on-pitch tactical evolutions to investigative cultural analysis. Meg predominantly reports on
the women’s football landscape in the US, keeping us abreast of everything USWNT and NWSL. She has worked relentlessly to help shape the media landscape she, and the game, once dreamed of.
Name: Khalida Popal
Occupation: Founder of Girl Power Org & human rights campaigner
Fact: Prior to 2021, Khalida worked with Hummel to produce a kit for her national team that covered players fully, without the additional use of hijab.
Description: Former captain of the Afghanistan Women’s National Team, Khalida has been a staunch campaigner for granting opportunities and support for female footballers
in her home country. In 2021, she put her life on the line to assist the national team and their families in fleeing their country, allowing them to continue to live their lives and safely play the sport they love.
“It’suptotheindividualtodetermine therisksthatareworthtaking.For me,it’sbeenworthriskingmylifein thefighttomakeadifferenceforso manyothers.Myfightisnotjustabout me.It’saboutallwomen,aboutfuture generations.”(HUMMEL)
Name: Anita Asante
Occupation: Broadcaster and First Team Coach, Bristol City Women FC
Fact: Anita is the proud owner of a UEFA Women’s Champions League winners medal, an accolade she picked up at just 22.
Description: Once a forward who racked up 71 caps for England, you will typically now find Anita either in the dugout at Bristol City or in front of the camera
as a presenter. Using her voice and influence across the whole of football to highlight both the product itself and important issues that lie within the space, she most notably has taken a stand on the lack of diversity in the UK as it pertains to women’s football.
Name: Maz Pacheco
Occupation: Defender, Aston Villa Fact: Maz runs her own coaching company M3, creating spaces for girls to play at school and beyond, with ‘girls only’ camps.
Description: Maz is reshaping the meaning of what it means to be a baller in every sense. You only have to look at her insta caption: ‘Filipino/English Pro Footballer + Law Graduate with a
lil love for sneakers and fashion’.
“There’sonlysomuchanadvert orpromotionalnetworkcando. SoIthinkthisisastartandit’s goingtobeabuildingblockinto whatpeoplecando.IknowTheFA areworkingalotondiversifying opportunities.Iwasjustwith themlastweekendtospeak aboutculturaldifferences,Asians insport.”
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“Younggirlswhocannotsee anyonewholooksliketheydolack heroinestoemulate–andthat matters.”(The Guardian)
“Weneedthatthirdwingoftrue independentjournalism,[Covering uniquestories]whichwillforcethe sporttogrow.”
(MOTION Magazine) 20 22 CHANGE MAKERS A U R L M MEG LINEHAN 20 22 CHANGE MAKERS E A U U ANITA ASANTE 20 22 CHANGE MAKERS M NA U MAZ PACHECO CHANGE MAKERS A C M KHALIDA POPAL
Asking new and existing fans their hot takes on the game.
Creating an ultimate fives line-up of the ultimate ballers.
Heroes made on and off the pitch
Fans with stories to tell
Hosting an event where all fans could watch and join in on the movement that is women’s football.
Celebration in the stands
Capturing history being made on the pitch.
AN UBREAKABLE BOND
The women’s game boasts an envious proximity between fan and player. It’s forged an unparalleled culture that holds passion and commitment dear.
Of course we had to sit down with two juggernaut support hemispheres: Chelsea Women’s Support Group, notorious for their relentless support of the West London club, and Baller FC, one of women’s football’s biggest support collectives, to discuss their thoughts on what’s unique about women’s football fan culture.
BALLER FC
Baller FC are a women’s football collective, blending football with the world of art and music. They provide an inclusive space, allowing fans to express their passion for football as creatively as they want and without judgement.
Jo and Rach created Baller FC in 2019, as they believed that when women’s football was showcased, it was done as an afterthought. They wanted to give the game the visibility that the game rightly deserves, and create a safe atmosphere where expression is encouraged.
“I’d like to believe that women’s football has been able to learn from men’s football, in terms of developing talent and sports science. Where men’s football and fan culture can be less inclusive and welcoming, I think one thing women’s football has been able to do from the grassroots up, is build that rapport between players and fans.”
“It’s so hard because you want to interact with every single one of the fans, but we appreciate them. It’s so nice to see so many different people and be able to interact with them, show them what we’re about and have them give to us just as much as we give to them.”
BETH MEAD
Source: Lionesses Live Episode 5
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WITH ITS OWN CULTURECHAPTER THREE
But what is it like to be on the other side?
What does it mean for the recipients of this relentless and unconditional support, even when crowds are rapidly growing?
“Around 55,000 people attended, there were people on the big screens, on the stairs, everywhere. There were so many people that they were in all the places you’re not allowed to sit! Everyone wanted to be there. In Venezuela, whenever the women’s team plays, it’s going to be a full stadium. I think we’re a very warm country, they’re very fanatic about sports, and when we have a good generation, people believe in us and support us to the end, and that’s something very special.”
DEYNA CASTELLANOS
On playing in an U17 FIFA Women’s World Cup Qualification match in Venezuela
Source: EA Women’s Football Evolution Programme: Council
CHELSEA WOMEN SUPPORTERS GROUP
The CFCW Supporters Group was founded in 2014 to create a safe space for Chelsea fans to talk about the women’s game. They pride themselves on their strong connection with Emma and her team, and the groups’ sideline support being integral to fuelling performances on the pitch. With their infamous song book, they travel up and down the country making sure their support is felt.
“Emma, the staff and players make it easy for us to drum up the support because we know how much it means to them.”
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This community of passionate fans is leading the charge for change. And no one’s going to stop them.
With the advent of social media growing in tandem with the game, fans and players who couldn’t find supporters close to home had the ability to adapt and move online to find like-minded individuals. In this interconnected world, it’s not hard to see why so many have found themselves a community online that supports and embraces them. A web of fans weaving right up to the players themselves. This has created an environment and global
community with a common cause; a platform where fans and players feel closer than ever before.
This movement has been brought further into the mainstream, and it’s only going to keep growing. We’ve already seen it in action. Stadiums selling out, packed full of singing fans, smashing attendance records. We’ve seen comment sections normally a hive of misogyny and hate, replaced with positivity and excitement – a Cardiff University study found that of nearly
80,000 posts during UEFA Women’s Euro 2022, there was roughly only one “hate” post for every 125 “hope” post.
SOURCE: Cardiff University, HateLab: Online hate speech targeting the England Women’s footballteam during the UEFA Women’s Euros 202218
@daniel.does.design Join COPA90's global WFB discord community
WITH ITS OWN OPPORTUNITIES
TEAM DOCU-SERIES
DAZN gave the world the chance to live and breathe what it was like to be in an elite club’s dressing room through an exclusive documentary on Chelsea Women, detailing the team’s incredible reign from 2019-2021. Fans were not only granted greater aperture on the players, but on the intricacies of the system they play in. This six-part series has set the bar for in-depth storytelling in women’s football.
LONG TERM PLAYER CONTRACTS
Trinity Rodman made history by signing a four-year $1.1 million contract extension, making her the highestpaid NWSL player. Not afraid to be herself and step outside of traditional lanes, Rodman has quickly become a worldwide phenom, and has no trouble backing it up on the pitch. From being the youngest player to get drafted at 18 to winning Rookie of the Year, this is an important step in what is certainly only the beginning of an illustrious career.
GLOBAL COVER STAR
Sam Kerr is undeniably one of the best players in the world, with a trophy cabinet to prove it. An icon of the game, she’s now the first women’s footballer to be the global cover star for EA SPORTS FIFA. A welcome step in shifting women’s football into the mainstream, Sam continues to inspire on and off the field.
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CHAPTER 4 22
New technological developments, record breaking contracts, and explosive media coverage has contributed to bringing women’s football into the mainstream. There are many firsts - but it’s only the beginning.
PLAYER ACTIVISM
Ada Hegerberg, the first ever Women’s Ballon d’Or winner, quit international football in 2017 to highlight insufficient support and prioritisation for the Norwegian Women’s National Team. This selfless act of protest was then answered by equal pay agreements and the NFF electing their first female president in 120 years, former international Lise Klaveness. Ada is now back to her best on the international stage, with her principles intact and the future of Norwegian women’s football secured.
REALITY TV SERIES
Ultimate Goal, which aired on BT Sport and Watch Insight, was the first women’s football show of its kind. Eniola Aluko and Rachel Brown-Finnis, assisted by Rosie and Mollie Kmita, led the search for the next female football superstar. Players trained and lived as professionals in the hopes of landing the Ultimate Goal.
Highly successful and a fan favourite, the show was met with outstanding reviews and renewed for another season.
Series 2 star, and midfielder Stefany Ferrer Van Ginkel can now be found flourishing in the NWSL at Angel City FC.
BOOTS MADE TO FIT
Football boots have traditionally been designed with male feet as the template. This has led to a less than desired fit for female athletes, and has the potential to lead to more injuries & discomfort.
Ida set out to change this norm, to challenge this status quo. The Ida Classica 22 is a bespoke boot designed for girls, women & nonbinary people at the forefront.
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