In just under a year, Brazil will host the tenth FIFA Women's World Cup, an event poised to transcend mere sporting competition. This tournament, the first of its kind in South America, carries the weighty expectation of dramatically boosting women's football across the entire continent. It prompts a compelling inquiry: can a World Cup hosted by a nation deeply passionate about soccer achieve for women's football in Latin America what the 1999 tournament accomplished for the sport in the United States, sparking a lasting transformation?
The stage is nearly set for the 2027 FIFA Women's World Cup in Brazil. With 364 days remaining until kick-off, the host nation has already put robust infrastructure in place, confirmed participating cities, and launched a comprehensive promotional campaign. This initiative strategically employs Brazil's most prominent sports icons and cultural figures, including legendary player Marta, Debinha, futsal star Amandinha, Vinícius Júnior, Kaká, supermodel Adriana Lima, and fashion influencer Camila Coutinho. The goal is to reach a broad audience, including those not yet engaged with women's football, as matches are scheduled across eight cities in a country boasting a population of 220 million.
When Brazil secured the hosting rights on May 17, 2024, skepticism arose regarding whether a nation with a soccer culture historically defined by machismo could truly embrace such a significant women's sporting event. However, recent friendly matches against the U.S. women's national team suggest a burgeoning enthusiasm. Over 30,000 fans attended each game, turning these exhibitions into a preview of the vibrant atmosphere organizers hope to cultivate in 2027. This growing audience is not new; in 2023, more than 42,000 spectators packed Arena Corinthians in São Paulo to witness Corinthians win the league title, setting a new South American attendance record.
The pivotal challenge remains whether the tournament can leave behind a legacy beyond just full stadiums and memorable games. Can it truly become a catalyst for enduring change in a region where women's football has historically struggled for recognition, investment, and visibility, having been officially prohibited until the 1980s?
Aline Pellegrino, former captain of the Brazilian national team and current executive director of legacy and institutional relations for the 2027 FIFA Women's World Cup, expressed her belief in a profound cultural shift. She shared with The Athletic her long-held dream of seeing women's football deeply rooted in Brazil, with all governing institutions affording it the same opportunities as the men's game. Pellegrino noted that significant progress has already been made, but emphasized the crucial need for clubs and the passionate Brazilian fan base to extend their support and embrace women's football fully.
Fortunately, there's a successful precedent to draw upon. The 1999 Women's World Cup, held in the United States, was groundbreaking. It not only shattered attendance records but fundamentally reshaped the trajectory of women's soccer in the U.S. That tournament garnered unprecedented television viewership, attracted corporate sponsorships, and elevated players like Mia Hamm, Brandi Chastain, and Briana Scurry to national celebrity status. Two years later, the Women's United Soccer Association launched as the first professional women's league backed by major partners, signaling that women's soccer was no longer viewed solely as a recreational activity for girls. The economic impacts of that summer continue to influence the NWSL almost three decades later.
Briana Scurry, a participant in the 1999 event, highlighted its global impact, noting that the legacy extended to inspiring other organizations and governing bodies worldwide to invest in women's football, providing essential resources for its growth. The decision to grant Brazil the 2027 tournament, made through an open vote by FIFA's 211 member associations, was not about the country's capacity to host a major event; Brazil demonstrated this during the 2014 Men's World Cup. The necessary stadiums, airports, hotels, highways, and public transportation networks are already in place, making it one of the most well-equipped nations globally to handle a month-long influx of international visitors. Rio de Janeiro, in particular, annually rehearses for mega-events during Carnaval, making it adept at welcoming millions.
Despite the official ban on women's soccer in Brazil from 1941 to 1979, the nation has produced legends such as Marta, Formiga, Sissi, and Cristiane. It has also developed an extensive women's soccer pyramid, which, while perhaps financially less developed than in Europe and North America, is robust in terms of talent cultivation. The Brazilian Football Confederation (CBF) currently organizes nine official women's competitions, a stark increase from a decade ago. These include five senior-level competitions (the Women's Super Cup, Women's Brazil Cup, and Women's Brazilian Championships across three divisions), involving 66 clubs nationally, along with youth competitions like the Women's U-20 and U-17 Brazilian Championships, and Development Leagues at U-16 and U-14 levels.
However, many of Brazil's most talented players still seek opportunities abroad for better salaries, superior facilities, and enhanced professional growth. Catarina Macario, an exceptionally gifted player eligible for Brazil by birth, honed her skills entirely within the American system before achieving stardom. Pellegrino emphasized the profound social impact this World Cup could have, fostering a more equitable society as women's roles are increasingly recognized. She stressed football's power to drive change and transformation, envisioning a cultural shift as the tournament's greatest legacy. Ahead of the event, there's a significant opportunity to establish solid foundations, enabling more girls to access the sport, whether for general participation and social development or to pursue dreams of representing Brazil.
If Brazil not only successfully hosts the tournament but also achieves a victory on home soil—a feat its male counterparts have failed to accomplish twice—the potential for Brazilian women's soccer to experience a truly defining moment will be immense. Pellegrino believes the national team has a strong chance at securing the trophy. She also sees the next year, and the tournament itself, as a critical opportunity for the federation to create a lasting legacy for the next decade and beyond. She noted recent strong support from Brazilian fans for the women's national team, emphasizing the importance of communication and storytelling to highlight the struggles, achievements, and perseverance of past and present female players. This narrative, she argues, can inspire all Brazilians, showcasing stories of resilience and the unwavering pursuit of dreams.
