Fifa is in denial about the women’s World Cup

The women’s football World Cup will kick off in under 50 days’ time in Australia and New Zealand, and England is among the favourites to lift the trophy.  But who will get to see it? Broadcast deals have yet to be signed, seemingly because bids from several European countries are unacceptably, some would say insultingly, low.

Italy has reportedly offered less than 1 per cent of what its broadcasters paid for the men’s event in Qatar last year – which didn’t even feature Italy – and Germany just 3 per cent. Fifa are reportedly furious about these ‘slap in the face’ offers and have threatened a blackout. Infantino says that broadcasters had offered just £800,000 to £8 million compared to the £80-160 million for the men’s tournament. The sports ministers of five countries including the UK have intervened with a joint statement calling for an agreement to be reached.

Why are the bids from Italy and Germany so low? Women’s football has attracted large audiences in Germany before, but only for conveniently scheduled big one-off games – such as last year’s Euros final against England.