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class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-hero" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-hero"></div><div class="journey-un"></div></div></div><div class="SpaceHolr-oayp fXtswJ ad-height-hold"></div><ma id="ma-ntent" tabx="-1" class="BasePageMaContent-kFvAuh ewPCZH page__ma-ntent"><article class="article ma-ntent" lang="en-US"><div class="ArticlePageLeBackground-EufvU tFsh"><hear class="ContentHearWrapper-clujbs elpfHZ ntent-hear article__ntent-hear"><div data-ttid="ContentHearContaer" class="ContentHearContaer-cGKRbE knDxNq"><div class="ContentHearHedAccredatnWrapper-GFiQf cDNVlV"><div data-ttid="ContentHearTleBlockWrapper" class="ContentHearTleBlockWrapper-cjmSKp lkJlKO"><div data-ttid="ContentHearRubric" class="ContentHearRubricBlock-LmpbT dmqhlj"><div data-ttid="ContentHearRubricDateBlock" class="ContentHearRubricDateBlock-kAQcZP fTFWxD"><div class="RubricWrapper-dKmCNX cJdXjE bric ContentHearRubricContaer-eTudtt iRsSlw"><a class="RubricLk-gRWSOU cjxQUZ bric__lk" href="/fns"><span class="RubricName-fVtemz cLxcNi">Fns</span></a></div></div></div><h1 data-ttid="ContentHearHed" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ContentHearHed-NCyCC iUEiRd bjcNOB gydgrM">This Viral Ad Unrsr the Unniable Talent of Female Soccer Players</h1></div><div class="ContentHearAccredatn-lfctVB etVsnJ ntent-hear__accredatn" data-ttid="ContentHearAccredatn"><div class="ContentHearDek-bIqFFZ bZgCVT">It sends a clear msage about genr equaly the lead up to the Women’s World Cup.</div><div class="ContentHearByle-kmPyCa emiglw"><div class="ContentHearByleContent-dpPmNn DRFq"><div data-ttid="BylWrapper" class="BylWrapper-KIudk irTIfE byl ContentHearByl-cZqgyJ bHLeKI"><p class="ByleWrapper-jWHrLH gKcujo byle byl__byle" data-ttid="ByleWrapper" emProp="thor" emType="><span emProp="name" class="ByleNamWrapper-jbHncj fuDQVo"><span data-ttid="ByleName" class="ByleName-kwmrLn cYaBaU byle__name"><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BylePreamble-iJolpQ iUEiRd fzZOZR gnILss byle__preamble">By </span><a class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BaseLk-eNWuiM ByleLk-gEnFiw iUEiRd fPqUbj IWACp eErqIx byle__name-lk button" href="/ntributor/jenny-mcy">Jenny McCoy</a></span></span></p></div><time data-ttid="ContentHearPublishDate" dateTime="2023-07-18T15:52:12-04:00" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ContentHearPublishDate-eIBicG iUEiRd danQKH MlCHH">July 18, 2023</time></div></div><div class="SocialInsWrapper-hKMEXV ffgPVr social-ins social-ins--standard ContentHearAccredatnSocialIns-jorO fPzfaa ntent-hear__social-share"><ul data-ttid="socialInslist" class="SocialInsList-cHVTIA ivmblD social-ins__list"></ul></div></div></div><div class="ContentHearLeadAsset-hGbumP cAlrhp lead-asset ContentHearLeadAssetWrapper-hfXHEc bjtV lead-asset--width-small" data-ttid="ContentHearLeadAsset"><figure class="ContentHearLeadAssetContent-kOfYSG dRGWbI"><div class="ContentHearLeadAssetContentMedia-bLEIpi jjhWdS lead-asset__ntent__photo"><span class="SpanWrapper-umhxW jvZaPI rponsive-asset ContentHearRponsiveAsset-bREgIb cZenhb"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz jgsWEn"><div class="aspect-rat--overlay-ntaer"><picture class="RponsiveImagePicture-cWuUZO dUOtEa ContentHearRponsiveAsset-bREgIb cZenhb rponsive-image"><source media="(max-width: 767px)" srcSet=" 120w, 240w, 320w, 640w, 960w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 120w, 240w, 320w, 640w, 960w, 1280w, 1600w, 1920w, 2240w" siz="100vw"/><img alt="This Now Viral Soccer Ad Mak a Powerful Statement on Genr Equaly Sport" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></picture></div></div></span><div class="CaptnWrapper-jSZdqE qDPBn ptn ContentHearLeadAssetCaptn-hPWmSN loMSDX"><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ CaptnCred-ejegDm iUEiRd gVwuiM fNaHcW ptn__cred">NurPhoto/Getty Imag</span></div></div></figure><div data-ttid="ContentHearLeadRailAnchor" class="ContentHearLeadRailAnchor-jYVcDc djtEof"></div></div></div><asi class="PersistentAsiWrapper-VGrR oEIBz persistent-asi persistent-asi--align-left" style="posn:absolute;top:to;height:to" data-ttid="PersistentAsiWrapper"><div class="StickyBoxWrapper-jfYB jNgrSF sticky-box ContentHearPersistentAsi-fsnAmQ dFzKzm"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="SocialInsWrapper-hKMEXV ffgPVr social-ins social-ins--has-background ContentHearSocialIns-jzJiyg fgMkJI social-ins--share"><ul data-ttid="socialInslist" class="SocialInsList-cHVTIA ivmblD social-ins__list"></ul></div></div><div class="StickyBoxPlaceholr-grPmrg dxAvXx"></div></div></asi></hear></div><div data-attribute-verso-pattern="article-body" class="ArticlePageContentBackGround-cNiFNN kJkLmH article-body__ntent"><div class="ArticlePageChunksContent-etcMtP bwyLBj"><div data-ttid="ArticlePageChunks" class="ArticlePageChunks-fLyCVG eOdfIs"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ArticlePageChunksGrid-hfxa bjczjj grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="BodyWrapper-kufPGa UJsCn body body__ntaer article__body" data-journey-hook="client-ntent" data-ttid="BodyWrapper"><div class="body__ner-ntaer"><p>Thanks part to good old-fashned misogyny, women athlet are often unrvalued—and <a href=" target="_blank">unrpaid</a>— sports. So when I watched a now viral soccer ad end a surprisg way that challenged those eply entrenched misnceptns, I was all for .</p><p>The two-mute ad, created by the French divisn of the telemunitns pany Orange and the marketg agency Marcel, lnched the lead up to the <a href=" target="_blank">2023 FIFA Women’s World Cup</a> and the power of vio edg to dispute those thoughts. It starts off wh a highlight reel of what appears to be the French men’s soccer team pullg off serly imprsive feats: dazzlg displays of footwork, amazg aerial fish, and lightng fast sprts down the pch. Dramatic mic plays the background, mentators excedly narrate the scen, and throngs of fans ept cheers. About halfway through, the screen go black and text appears: “Only L Bls [the men’s natnal team France] n give the emotns.”</p><div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--article-mid-ntent" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--article-mid-ntent nsumer-marketg-un__slot---ntent"></div><div class="journey-un"></div></div></div><p>Then, the plot twist. On-screen text reveals the players <em>weren’t</em> the men’s team—the vio rewds to show all that footage was actually om women’s gam. Wh advanced edg techniqu, the women’s fac and nam on their jerseys were swapped for the men’s; si-by-si parisons show the thentic footage agast the fake clips. All those amazg plays you jt watched? They were performed by female athlet.</p><div class="Contaer-bkChBi byNLHx"></div><p>The ad nclus wh the text: “At Orange, we support L Bls.” Then, an edg tool to ame to make a small but important change: It adds an <em>e</em> to the last word to spell Bl<strong>e</strong>s—to signify the French women’s natnal team. (You n check out an English versn of the vio on YouTube <a href=" target="_blank">here</a>.)</p><div class="AdWrapper-dQtivb fZrssQ ad ad---ntent"><div class="ad__slot ad__slot---ntent" data-no-id="3qfvwf"></div></div><p>Across social media, viewers exprsed their awe over the ad. “They did an credible job revealg bias that exist around men & women athlet,” Twter er @<a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">brilewerke</a> wrote. “I got a ltle misty-eyed while watchg that,” said Redd er @<a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">koreawut</a>.</p><div data-attr-viewport-monor="le-recirc" class="le-recirc-wrapper le-recirc-observer-target-1 viewport-monor-anchor"></div><p>By highlightg the fact that women’s soccer n be jt as excg as men’s—and that the athlet are jt as talented, athletic, and pable of drawg an emotnal reactn om fans—the ad unrm the notn that women’s sports aren’t as entertag or fun to watch, which is <a href=" target="_blank">monly ed as a jtifitn</a> for why women athlet often aren’t paid as much as their male unterparts.</p><p>Lately, though, there has been progrs the right directn, pecially pro soccer. After a six-year battle, the <a href=" target="_blank">US women’s natnal soccer team (USWNT)</a> won a $24 ln settlement 2022 om the US Soccer Feratn—pl a pledge that the anizatn will pay the men’s and women’s natnal teams equally petns. Also enuragg: More people are showg tert women’s sports than ever before. The 2019 Women’s World Cup, for example, attracted a rerd 1.12 billn viewers, <a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">acrdg to FIFA</a>. And the upg 2023 Women’s World Cup is on track to be the most attend standalone women’s sportg event history, wh more than a ln tickets sold as of last month, <a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">per FIFA</a>.</p><p>Still, there’s more work to be done to dismantle the genr bias sports. Rearchers om a recent <a href=" target="_blank">study</a> published <em>Sports Management Review</em> found that people rated vios of ele men’s soccer players higher than women’s, as <a href=" target="_blank"><em>Time</em></a> reported. However, when the players’ genrs were obscured, they rated the two groups siarly.</p><p>“Whether one looks at revenue, vtment, or verage, men’s sports do better than women’s. Many assume that absolute differenc qualy of athletic performance are the drivg force,” the thors wrote the study. “However, the existence of stereotyp should alert to another possibily: genr rmatn might fluence perceived qualy.”</p><p>The ad’s release uldn’t have e at a better time: Wh the Women’s World Cup kickg off this week Atralia and New Zealand, there will be plenty of opportuny to see jt how wrong the genr bias are—and how tly excg women’s sports n be.</p><p><strong>Related:</strong></p><ul><li><a href=" target="_blank">Megan Rapoe Feels a ‘Deep Sense of Peace’ About Retirg 2023</a></li><li><a href=" target="_blank">6 Revery Tips That Help Soccer Star Alex Man Play Her Bt</a></li><li><a href=" target="_blank">How The 4 Athlet Are Changg the Way the Media Covers Women’s Sports</a></li></ul></div></div></div><div class="GridItem-buujkM fVLMby grid--em grid-layout__asi"><div class="StickyBoxWrapper-jfYB kNleGZ sticky-box"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="Contaer-bkChBi byNLHx"></div><div class="AdWrapper-dQtivb fZrssQ ad ad--rail"><div class="ad__slot ad__slot--rail" data-no-id="8n756h"></div></div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-rail" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-rail"></div><div class="journey-un"></div></div></div><div class="StickyBoxPlaceholr-grPmrg dxAvXx"></div></div></div></div></div><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 PaywallInleBarrierWhWrapperGrid-fyrGfS kLQIUk grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="body body__le-barrier article__body"><div class="ntaer ntaer--body"><div class="ntaer--body-ner"><asi class="PaywallInleBarrierWrapper-iBnuqk lfXXa-D" data-ttid="PaywallInleBarrierWrapper"><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--paywall-le-barrier" role="prentatn" aria-live="pole" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--paywall-le-barrier"></div><div class="journey-un"></div></div></asi></div></div></div></div></div></div><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ContentWrapperGrid-fvkmBv brYtrA grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="body body__ntaer"><div class="ntaer ntaer--body"><div class="ntaer--body-ner"></div></div></div></div></div></div></article><div class="ContentFooterWrapper-jVNdRG dTJkpP ArticlePageContentFooterGrid-ccsXYy eMZRHU article-body__footer"><div data-ttid="RowWrapper" class="RowWrapper-UmqTg HEhan"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"></div></div></div><div data-ttid="RowWrapper" class="RowWrapper-UmqTg HEhan"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="ContributorsWrapper-eNpWFu hEUvfU ntributors" data-ttid="Contributors"><div class="ContributorBWrapper-bnVHbt fTIPSP"><div class="ContributorBAvatar-bIGTqf kRLWCa"><a href="/ntributor/jenny-mcy"><span class="SpanWrapper-umhxW jvZaPI rponsive-asset"><picture class="RponsiveImagePicture-cWuUZO dUOtEa rponsive-image"><source media="(max-width: 767px)" srcSet=" 80w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 90w" siz="100vw"/><img alt="" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></picture></span></a></div><div class="ContributorBContent-ubQdr jZTSSi"><div class="ContributorBHear-ledood XOIEx"></div><div class="ContributorBB-fBolsO wPiP">Jenny is a Boulr, Colorado-based journalist specializg fns, food, and human tert. 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us women's soccer gay players

A rerd number of out LGBTQ players make this year’s tournament a feast for gay fans.

Contents:

A GAY GIRL’S GUI TO THE 2023 WOMEN’S WORLD CUP

Gay, lbian, bisexual, trans and queer soccer players who are publicly out — now at least 96 total — make over 13% of all the athlet petg the 2023 FIFA Women’s World Cup Atralia and New Zealand, Outsports has found. Countri like Nigeria and Zambia imprison gay people. Still ’s hearteng to see some women om South Ai, where homosexualy has been legal for 25 years.

It will be a glor month to be a gay fan.

*BEAR-MAGAZINE.COM* US WOMEN'S SOCCER GAY PLAYERS

Menu</tle><path d="M8 10h16v2H8v-2zm0 5h16v2H8v-2zm0 5h16v2H8v-2z" fill-le="evenodd"></path></svg></div></button></div><div class="StandardNavigatnSectnLogo-bghSeq cggfMB"><a href="/" data-ttid="Logo" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BaseLk-eNWuiM StandardNavigatnLogoLk-bfpyLL iUEiRd fPqUbj djiYSv jYKccq"><span class="SpanWrapper-umhxW jvZaPI rponsive-asset StandardNavigatnLogoImage-kyNDxs jVwXYs"><picture class="RponsiveImagePicture-cWuUZO dUOtEa StandardNavigatnLogoImage-kyNDxs jVwXYs rponsive-image"><img alt="SELF" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="/verso/static/self/assets/" srcSet="" siz="100vw"/></picture></span></a></div><div data-ttid="StandardNavigatnHeadLeBlock" class="StandardNavigatnHeadLeBlock-kwGkqn dqfBFX"><div aria-hidn="te" class="StandardNavigatnHeadLeBlockHeadLe-dfABRF hHUYOZ">This Viral Ad Unrsr the Unniable Talent of Female Soccer Players</div><div class="StandardNavigatnHeadLeBlockChannelNavigatn-ccHZSK fkgYDz"><div 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17.6382C11.9398 17.5366 13.0503 17.1315 14.2571 16.3273C15.4638 15.6231 16.6684 14.6188 17.7716 13.4155C18.9755 12.2114 19.8785 11.0074 20.5807 9.90389L20.5807 9.90392L20.5822 9.90142C21.2838 8.69868 21.6948 7.58065 21.592 6.65534L21.5918 6.65433C21.4878 5.82245 20.9664 5.20513 20.0542 4.6983C19.3384 4.28937 18.2234 4.08887 16.9232 3.98885L16.9232 3.98882L16.921 3.98871C15.1998 3.90675 13.2773 4.02582 11.6513 4.12654C11.2887 4.149 10.9409 4.17054 10.6132 4.18874L10.6132 4.18857L10.6081 4.18921L9.80864 4.28914C9.80856 4.28915 9.80847 4.28916 9.80838 4.28917C8.09047 4.49134 6.47312 5.30005 5.26046 6.71482L5.26041 6.71477L5.25843 6.71729C4.14884 8.1295 3.54014 9.84879 3.74292 11.5724L3.7429 11.5724L3.74316 11.5742L3.74373 11.5782C3.84086 12.2581 3.93945 12.9483 4.22584 13.6395C2.93992 14.631 1.65415 15.7218 0.563179 16.9118C0.446754 17.029 0.392407 17.1993 0.392407 17.3636C0.392407 17.5285 0.447126 17.6994 0.564374 17.8167C0.621794 17.8741 0.704211 17.9284 0.783866 17.9682C0.861151 18.0069 0.949203 18.0386 1.01741 18.0386C1.24851 18.0386 1.36772 17.9194 1.468 17.8191L1.47044 17.8167L1.47048 17.8167L1.47237 17.8147C4.05847 15.0296 7.24136 12.9379 10.3286 11.4415L13.3051 11.9376L13.3049 11.9386H13.3174H13.4174C13.7605 11.9386 13.9823 11.7062 14.0886 11.3873C14.1492 11.2053 14.0859 11.0291 13.976 10.8918C13.8663 10.7546 13.7038 10.6467 13.5411 10.5925L13.5415 10.5914L13.5288 10.5895Z' fill='black' stroke='black' stroke-width='0.15'/></svg></div><a class="NavigatnInternalLk-cWEaeo knabMb navigatn__lk" href="/health" data-ttid="navigatn__ternal-lk" role="lk">Health</a></li><li class="NavigatnListItemWrapper-cxLZKD dsgTQs navigatn__list-em" data-ttid="navigatn__list-em"><div data-ttid="navigatn__nav-em-in" class="NavigatnItemIn-bpcxDt hLTmGs"><svg xmlns='' width='22' height='22' viewBox='0 0 22 22'><g fill-le='evenodd'><path d='M14.751 4.059c-1.75 0-3.203 1.309-4.016 2.242C9.922 5.368 8.47 4.06 6.72 4.06A4.726 4.726 0 0 0 2 8.779c0 1.866 6.623 8.133 8.652 10.01a.709.709 0 0 0 .996-.038.706.706 0 0 0-.04-.996c-4.905-4.536-8.2-8.304-8.2-8.976A3.315 3.315 0 0 1 6.72 5.467c1.809 0 3.416 2.342 3.432 2.367.261.388.902.391 1.17-.002.015-.023 1.616-2.365 3.43-2.365a3.315 3.315 0 0 1 3.31 3.312c0 .84-3.09 4.474-5.978 7.339a.7.7 0 0 0-.003.995c.133.135.31.209.499.209a.697.697 0 0 0 .496-.205c1.5-1.488 6.395-6.487 6.395-8.338a4.725 4.725 0 0 0-4.72-4.72'/><path d='M6.961 6.549L4.681 8.95a.704.704 0 0 0 1.02.97l2.28-2.4a.704.704 0 0 0-.025-.997.724.724 0 0 0-.995.026'/></g></svg></div><a class="NavigatnInternalLk-cWEaeo knabMb navigatn__lk" href="/sex-love" data-ttid="navigatn__ternal-lk" role="lk">Love</a></li><li class="NavigatnListItemWrapper-cxLZKD dsgTQs navigatn__list-em" data-ttid="navigatn__list-em"><div data-ttid="navigatn__nav-em-in" class="NavigatnItemIn-bpcxDt hLTmGs"><svg xmlns='' width='22' height='22' viewBox='0 0 22 22'><g fill-le='evenodd'><path d='M13.895 12a.692.692 0 0 0-.691.691 2.413 2.413 0 0 1-2.412 2.411 2.414 2.414 0 0 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class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-hero" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-hero"></div><div class="journey-un"></div></div></div><div class="SpaceHolr-oayp fXtswJ ad-height-hold"></div><ma id="ma-ntent" tabx="-1" class="BasePageMaContent-kFvAuh ewPCZH page__ma-ntent"><article class="article ma-ntent" lang="en-US"><div class="ArticlePageLeBackground-EufvU tFsh"><hear class="ContentHearWrapper-clujbs elpfHZ ntent-hear article__ntent-hear"><div data-ttid="ContentHearContaer" class="ContentHearContaer-cGKRbE knDxNq"><div class="ContentHearHedAccredatnWrapper-GFiQf cDNVlV"><div data-ttid="ContentHearTleBlockWrapper" class="ContentHearTleBlockWrapper-cjmSKp lkJlKO"><div data-ttid="ContentHearRubric" class="ContentHearRubricBlock-LmpbT dmqhlj"><div data-ttid="ContentHearRubricDateBlock" class="ContentHearRubricDateBlock-kAQcZP fTFWxD"><div class="RubricWrapper-dKmCNX cJdXjE bric ContentHearRubricContaer-eTudtt iRsSlw"><a class="RubricLk-gRWSOU cjxQUZ bric__lk" href="/fns"><span class="RubricName-fVtemz cLxcNi">Fns</span></a></div></div></div><h1 data-ttid="ContentHearHed" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ContentHearHed-NCyCC iUEiRd bjcNOB gydgrM">This Viral Ad Unrsr the Unniable Talent of Female Soccer Players</h1></div><div class="ContentHearAccredatn-lfctVB etVsnJ ntent-hear__accredatn" data-ttid="ContentHearAccredatn"><div class="ContentHearDek-bIqFFZ bZgCVT">It sends a clear msage about genr equaly the lead up to the Women’s World Cup.</div><div class="ContentHearByle-kmPyCa emiglw"><div class="ContentHearByleContent-dpPmNn DRFq"><div data-ttid="BylWrapper" class="BylWrapper-KIudk irTIfE byl ContentHearByl-cZqgyJ bHLeKI"><p class="ByleWrapper-jWHrLH gKcujo byle byl__byle" data-ttid="ByleWrapper" emProp="thor" emType="><span emProp="name" class="ByleNamWrapper-jbHncj fuDQVo"><span data-ttid="ByleName" class="ByleName-kwmrLn cYaBaU byle__name"><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BylePreamble-iJolpQ iUEiRd fzZOZR gnILss byle__preamble">By </span><a class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BaseLk-eNWuiM ByleLk-gEnFiw iUEiRd fPqUbj IWACp eErqIx byle__name-lk button" href="/ntributor/jenny-mcy">Jenny McCoy</a></span></span></p></div><time data-ttid="ContentHearPublishDate" dateTime="2023-07-18T15:52:12-04:00" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ContentHearPublishDate-eIBicG iUEiRd danQKH MlCHH">July 18, 2023</time></div></div><div class="SocialInsWrapper-hKMEXV ffgPVr social-ins social-ins--standard ContentHearAccredatnSocialIns-jorO fPzfaa ntent-hear__social-share"><ul data-ttid="socialInslist" class="SocialInsList-cHVTIA ivmblD social-ins__list"></ul></div></div></div><div class="ContentHearLeadAsset-hGbumP cAlrhp lead-asset ContentHearLeadAssetWrapper-hfXHEc bjtV lead-asset--width-small" data-ttid="ContentHearLeadAsset"><figure class="ContentHearLeadAssetContent-kOfYSG dRGWbI"><div class="ContentHearLeadAssetContentMedia-bLEIpi jjhWdS lead-asset__ntent__photo"><span class="SpanWrapper-umhxW jvZaPI rponsive-asset ContentHearRponsiveAsset-bREgIb cZenhb"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz jgsWEn"><div class="aspect-rat--overlay-ntaer"><picture class="RponsiveImagePicture-cWuUZO dUOtEa ContentHearRponsiveAsset-bREgIb cZenhb rponsive-image"><source media="(max-width: 767px)" srcSet=" 120w, 240w, 320w, 640w, 960w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 120w, 240w, 320w, 640w, 960w, 1280w, 1600w, 1920w, 2240w" siz="100vw"/><img alt="This Now Viral Soccer Ad Mak a Powerful Statement on Genr Equaly Sport" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></picture></div></div></span><div class="CaptnWrapper-jSZdqE qDPBn ptn ContentHearLeadAssetCaptn-hPWmSN loMSDX"><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ CaptnCred-ejegDm iUEiRd gVwuiM fNaHcW ptn__cred">NurPhoto/Getty Imag</span></div></div></figure><div data-ttid="ContentHearLeadRailAnchor" class="ContentHearLeadRailAnchor-jYVcDc djtEof"></div></div></div><asi class="PersistentAsiWrapper-VGrR oEIBz persistent-asi persistent-asi--align-left" style="posn:absolute;top:to;height:to" data-ttid="PersistentAsiWrapper"><div class="StickyBoxWrapper-jfYB jNgrSF sticky-box ContentHearPersistentAsi-fsnAmQ dFzKzm"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="SocialInsWrapper-hKMEXV ffgPVr social-ins social-ins--has-background ContentHearSocialIns-jzJiyg fgMkJI social-ins--share"><ul data-ttid="socialInslist" class="SocialInsList-cHVTIA ivmblD social-ins__list"></ul></div></div><div class="StickyBoxPlaceholr-grPmrg dxAvXx"></div></div></asi></hear></div><div data-attribute-verso-pattern="article-body" class="ArticlePageContentBackGround-cNiFNN kJkLmH article-body__ntent"><div class="ArticlePageChunksContent-etcMtP bwyLBj"><div data-ttid="ArticlePageChunks" class="ArticlePageChunks-fLyCVG eOdfIs"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ArticlePageChunksGrid-hfxa bjczjj grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="BodyWrapper-kufPGa UJsCn body body__ntaer article__body" data-journey-hook="client-ntent" data-ttid="BodyWrapper"><div class="body__ner-ntaer"><p>Thanks part to good old-fashned misogyny, women athlet are often unrvalued—and <a href=" target="_blank">unrpaid</a>— sports. So when I watched a now viral soccer ad end a surprisg way that challenged those eply entrenched misnceptns, I was all for .</p><p>The two-mute ad, created by the French divisn of the telemunitns pany Orange and the marketg agency Marcel, lnched the lead up to the <a href=" target="_blank">2023 FIFA Women’s World Cup</a> and the power of vio edg to dispute those thoughts. It starts off wh a highlight reel of what appears to be the French men’s soccer team pullg off serly imprsive feats: dazzlg displays of footwork, amazg aerial fish, and lightng fast sprts down the pch. Dramatic mic plays the background, mentators excedly narrate the scen, and throngs of fans ept cheers. About halfway through, the screen go black and text appears: “Only L Bls [the men’s natnal team France] n give the emotns.”</p><div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--article-mid-ntent" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--article-mid-ntent nsumer-marketg-un__slot---ntent"></div><div class="journey-un"></div></div></div><p>Then, the plot twist. On-screen text reveals the players <em>weren’t</em> the men’s team—the vio rewds to show all that footage was actually om women’s gam. Wh advanced edg techniqu, the women’s fac and nam on their jerseys were swapped for the men’s; si-by-si parisons show the thentic footage agast the fake clips. All those amazg plays you jt watched? They were performed by female athlet.</p><div class="Contaer-bkChBi byNLHx"></div><p>The ad nclus wh the text: “At Orange, we support L Bls.” Then, an edg tool to ame to make a small but important change: It adds an <em>e</em> to the last word to spell Bl<strong>e</strong>s—to signify the French women’s natnal team. (You n check out an English versn of the vio on YouTube <a href=" target="_blank">here</a>.)</p><div class="AdWrapper-dQtivb fZrssQ ad ad---ntent"><div class="ad__slot ad__slot---ntent" data-no-id="3qfvwf"></div></div><p>Across social media, viewers exprsed their awe over the ad. “They did an credible job revealg bias that exist around men & women athlet,” Twter er @<a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">brilewerke</a> wrote. “I got a ltle misty-eyed while watchg that,” said Redd er @<a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">koreawut</a>.</p><div data-attr-viewport-monor="le-recirc" class="le-recirc-wrapper le-recirc-observer-target-1 viewport-monor-anchor"></div><p>By highlightg the fact that women’s soccer n be jt as excg as men’s—and that the athlet are jt as talented, athletic, and pable of drawg an emotnal reactn om fans—the ad unrm the notn that women’s sports aren’t as entertag or fun to watch, which is <a href=" target="_blank">monly ed as a jtifitn</a> for why women athlet often aren’t paid as much as their male unterparts.</p><p>Lately, though, there has been progrs the right directn, pecially pro soccer. After a six-year battle, the <a href=" target="_blank">US women’s natnal soccer team (USWNT)</a> won a $24 ln settlement 2022 om the US Soccer Feratn—pl a pledge that the anizatn will pay the men’s and women’s natnal teams equally petns. Also enuragg: More people are showg tert women’s sports than ever before. The 2019 Women’s World Cup, for example, attracted a rerd 1.12 billn viewers, <a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">acrdg to FIFA</a>. And the upg 2023 Women’s World Cup is on track to be the most attend standalone women’s sportg event history, wh more than a ln tickets sold as of last month, <a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">per FIFA</a>.</p><p>Still, there’s more work to be done to dismantle the genr bias sports. Rearchers om a recent <a href=" target="_blank">study</a> published <em>Sports Management Review</em> found that people rated vios of ele men’s soccer players higher than women’s, as <a href=" target="_blank"><em>Time</em></a> reported. However, when the players’ genrs were obscured, they rated the two groups siarly.</p><p>“Whether one looks at revenue, vtment, or verage, men’s sports do better than women’s. Many assume that absolute differenc qualy of athletic performance are the drivg force,” the thors wrote the study. “However, the existence of stereotyp should alert to another possibily: genr rmatn might fluence perceived qualy.”</p><p>The ad’s release uldn’t have e at a better time: Wh the Women’s World Cup kickg off this week Atralia and New Zealand, there will be plenty of opportuny to see jt how wrong the genr bias are—and how tly excg women’s sports n be.</p><p><strong>Related:</strong></p><ul><li><a href=" target="_blank">Megan Rapoe Feels a ‘Deep Sense of Peace’ About Retirg 2023</a></li><li><a href=" target="_blank">6 Revery Tips That Help Soccer Star Alex Man Play Her Bt</a></li><li><a href=" target="_blank">How The 4 Athlet Are Changg the Way the Media Covers Women’s Sports</a></li></ul></div></div></div><div class="GridItem-buujkM fVLMby grid--em grid-layout__asi"><div class="StickyBoxWrapper-jfYB kNleGZ sticky-box"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="Contaer-bkChBi byNLHx"></div><div class="AdWrapper-dQtivb fZrssQ ad ad--rail"><div class="ad__slot ad__slot--rail" data-no-id="8n756h"></div></div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-rail" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-rail"></div><div class="journey-un"></div></div></div><div class="StickyBoxPlaceholr-grPmrg dxAvXx"></div></div></div></div></div><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 PaywallInleBarrierWhWrapperGrid-fyrGfS kLQIUk grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="body body__le-barrier article__body"><div class="ntaer ntaer--body"><div class="ntaer--body-ner"><asi class="PaywallInleBarrierWrapper-iBnuqk lfXXa-D" data-ttid="PaywallInleBarrierWrapper"><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--paywall-le-barrier" role="prentatn" aria-live="pole" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--paywall-le-barrier"></div><div class="journey-un"></div></div></asi></div></div></div></div></div></div><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ContentWrapperGrid-fvkmBv brYtrA grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="body body__ntaer"><div class="ntaer ntaer--body"><div class="ntaer--body-ner"></div></div></div></div></div></div></article><div class="ContentFooterWrapper-jVNdRG dTJkpP ArticlePageContentFooterGrid-ccsXYy eMZRHU article-body__footer"><div data-ttid="RowWrapper" class="RowWrapper-UmqTg HEhan"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"></div></div></div><div data-ttid="RowWrapper" class="RowWrapper-UmqTg HEhan"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="ContributorsWrapper-eNpWFu hEUvfU ntributors" data-ttid="Contributors"><div class="ContributorBWrapper-bnVHbt fTIPSP"><div class="ContributorBAvatar-bIGTqf kRLWCa"><a href="/ntributor/jenny-mcy"><span class="SpanWrapper-umhxW jvZaPI rponsive-asset"><picture class="RponsiveImagePicture-cWuUZO dUOtEa rponsive-image"><source media="(max-width: 767px)" srcSet=" 80w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 90w" siz="100vw"/><img alt="" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></picture></span></a></div><div class="ContributorBContent-ubQdr jZTSSi"><div class="ContributorBHear-ledood XOIEx"></div><div class="ContributorBB-fBolsO wPiP">Jenny is a Boulr, Colorado-based journalist specializg fns, food, and human tert. She entered the news-makg bs at age 8 when she created a ne-themed publitn for lol dog owners. 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jDyfzW summary-em__k">New sk re products aren’t the only culprs—old favor n e a eak-out too.</div></div></div><div class="SummaryItemWrapper-iwvBff fKazuH summary-em summary-em--ARTICLE summary-em--no-in summary-em--text-align-left summary-em--layout-placement-text-below summary-em--layout-posn-image-left summary-em--layout-proportns-50-50 summary-em--si-by-si-align-center summary-em--si-by-si-image-right-mobile-false summary-em--standard SummaryCollectnGridSummaryItem-WColm OJYRi" role="button" tabx="0"><div class="SummaryItemAssetContaer-gwhFFH VOyg summary-em__asset-ntaer"><a class="SummaryItemImageLk-dshqxb cPpCwE summary-em__image-lk summary-em-trackg__image-lk" href=" aria-hidn="te" tabx="-1" data-ponent-type="recirc-river" data-recirc-id="em-image-5" data-recirc-pattern="summary-em" target="_self"><span class="SpanWrapper-umhxW kGxnNB rponsive-asset SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz gKnDpj"><div class="aspect-rat--overlay-ntaer"><picture class="RponsiveImagePicture-cWuUZO dUOtEa SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image rponsive-image"><noscript><source media="(max-width: 767px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><img alt="Air Travel Is Hell. Here Are 25 Ltle Ways to Make It Easier on Your Body" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></noscript></picture></div></div></span></a></div><div class="SummaryItemContent-eiDYMl clSLtF summary-em__ntent summary-em__ntent--no-bric"><a class="SummaryItemHedLk-civM hCFwqQ summary-em-trackg__hed-lk summary-em__hed-lk" data-ponent-type="recirc-river" data-recirc-id="em-hed-5" data-recirc-pattern="summary-em" href=" target="_self"><div data-ttid="ClampWrapper" class="ClampWrapper-kZxfkB hTTNGO clamp SummaryItemHedBase-hiFYpQ ggvOsp summary-em__hed"><div class="ClampContent-hilPkr jVhSBH"><div class="SummaryItemHedTag-TWblf gxaOcP" data-ttid="SummaryItemHed">Air Travel Is Hell. Here Are 25 Ltle Ways to Make It Easier on Your Body</div></div></div></a><div class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ SummaryItemDek-CRfsi iUEiRd bsvuBj jDyfzW summary-em__k">Flyg isn’t gettg any better, but you n at least go prepared.</div></div></div><div class="SummaryItemWrapper-iwvBff fKazuH summary-em summary-em--ARTICLE summary-em--no-in summary-em--text-align-left summary-em--layout-placement-text-below summary-em--layout-posn-image-left summary-em--layout-proportns-50-50 summary-em--si-by-si-align-center summary-em--si-by-si-image-right-mobile-false summary-em--standard SummaryCollectnGridSummaryItem-WColm OJYRi" role="button" tabx="0"><div class="SummaryItemAssetContaer-gwhFFH VOyg summary-em__asset-ntaer"><a class="SummaryItemImageLk-dshqxb cPpCwE summary-em__image-lk summary-em-trackg__image-lk" href=" aria-hidn="te" tabx="-1" data-ponent-type="recirc-river" data-recirc-id="em-image-6" data-recirc-pattern="summary-em" target="_self"><span class="SpanWrapper-umhxW kGxnNB rponsive-asset SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz gKnDpj"><div class="aspect-rat--overlay-ntaer"><picture class="RponsiveImagePicture-cWuUZO dUOtEa SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image rponsive-image"><noscript><source media="(max-width: 767px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><img alt="Maybe Don’t Drk Raw Milk" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></noscript></picture></div></div></span></a></div><div class="SummaryItemContent-eiDYMl clSLtF summary-em__ntent summary-em__ntent--no-bric"><a class="SummaryItemHedLk-civM hCFwqQ summary-em-trackg__hed-lk summary-em__hed-lk" data-ponent-type="recirc-river" data-recirc-id="em-hed-6" data-recirc-pattern="summary-em" href=" target="_self"><div data-ttid="ClampWrapper" class="ClampWrapper-kZxfkB hTTNGO clamp 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tabx="-1" data-ponent-type="recirc-river" data-recirc-id="em-image-7" data-recirc-pattern="summary-em" target="_self"><span class="SpanWrapper-umhxW kGxnNB rponsive-asset SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz gKnDpj"><div class="aspect-rat--overlay-ntaer"><picture class="RponsiveImagePicture-cWuUZO dUOtEa SummaryItemRponsiveAsset-hjGIGg bDvSkO summary-em__image rponsive-image"><noscript><source media="(max-width: 767px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><source media="(m-width: 768px)" srcSet=" 120w, 240w, 320w, 640w" siz="100vw"/><img alt="Here’s How to Shave Your Pub Safely, If You’re So Incled" class="RponsiveImageContaer-eybHBd fptoWY rponsive-image__image" src="></noscript></picture></div></div></span></a></div><div class="SummaryItemContent-eiDYMl clSLtF summary-em__ntent summary-em__ntent--no-bric"><a class="SummaryItemHedLk-civM hCFwqQ summary-em-trackg__hed-lk summary-em__hed-lk" 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src="></noscript></picture></div></div></span></a></div><div class="SummaryItemContent-eiDYMl clSLtF summary-em__ntent summary-em__ntent--no-bric"><a class="SummaryItemHedLk-civM hCFwqQ summary-em-trackg__hed-lk summary-em__hed-lk" data-ponent-type="recirc-river" data-recirc-id="em-hed-8" data-recirc-pattern="summary-em" href=" target="_self"><div data-ttid="ClampWrapper" class="ClampWrapper-kZxfkB hTTNGO clamp SummaryItemHedBase-hiFYpQ ggvOsp summary-em__hed"><div class="ClampContent-hilPkr jVhSBH"><div class="SummaryItemHedTag-TWblf gxaOcP" data-ttid="SummaryItemHed">Here Are 7 Different Biki Wax Typ, In Case You’re Cur</div></div></div></a><div class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ SummaryItemDek-CRfsi iUEiRd bsvuBj jDyfzW summary-em__k">Let troduce you to (and warn you about) the “Hollywood.”</div></div></div></div><div class="SummaryCollectnGridToActnWrapper-gnReGN eGayfk"></div></div></div></div></div></div><div data-ttid="RowWrapper" class="RowWrapper-UmqTg HEhan"><div 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