How women’s football turned social media jokes into startling growth

There used to be a feeling of dread when watching televised women’s football matches. Every error would be pounced upon, edited into a social media clip, and shared to invalidate the quality of the sport.

More often than not it was goalkeepers who bore the brunt of such criticism and the resulting abuse. Only ten years ago, the best female shot-stoppers in the country were denied specialised positional coaching — given the lack of revenue of the game — and left to deal with the historic associations of poor goalkeeping relating to height and technique.

Unsurprisingly, the quality level has risen significantly as the sport has grown and the investment in coaching has increased, and now women’s football is embracing the power of social media.

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