• Blog
  • Beijing News

FIFA Women’s World Cup gets no love in Beijing

Folks, it's about time to get involved in bringing more eyeballs to the women's game

Photo: Granda/Wikimedia Commons

The Women’s FIFA World Cup(WWC) kicked off last Friday. But no one really knows about it.

To be fair, we were late to reporting the competition in Paris and in an effort to ensure that we give a list of places that screen it, we called 26 bars that screened the World Cup matches in 2018. None of them had arranged for special screenings, much less offer deals.

The WWC is comparatively young of course, the first just in 1991. Though this year’s championship, described by CNN as the ‘most important in history’ and what Time terms, ‘the most anticipated Women’s World Cup ever,’ is still not getting even a quarter of the coverage of the men’s FIFA World Cup. To put it in perspective, In Beijing, there are more deals for Game of Throne screenings than there are for Women’s World Cup – which as we reiterate from our calls made, stand at zero.

It’s endemic even within the tournament. This year sees the most celebrated female player of the year, UEFA Champion and Ballon d’Or winner Ada Hegerberg of Norway, opting out of the national team due to inequality in football. Even three-time WWC champion, the US Women's National Team – whose male counterparts didn’t even qualify for World Cup 2018 – had to file a gender discrimination suit for equal pay.

A lot of this has to do with the lack of interest in the sport. While the Women’s World Cup has grown from 16 to 24 qualifying teams and the UEFA Champions League just launched a women’s soccer initiative to double the amount of women footballers by 2024, it still lags behind in the amount of sports sponsorship and eyeballs that will help elevate the game.

But more can be done and perhaps it could start with you. If you’re headed to one of the sports bars in Beijing from now till July 7, which is when the final takes place, just ask the wait staff if they can switch put the FIFA Women’s World cup on. If there are enough people interested, perhaps we’ll get a stellar line-up of great screening promotions in 2023.

Also a call out for sports bars in Beijing, get in touch and we’ll be happy to list your Women’s World Cup promotions that you have and put them on top of our list for the week.

In the meantime, here are some ways for you to catch the FIFA Women’s World Cup at home without VPN.


For football fans in China, the tournament will be only be televised live on CCTV5, though in Mandarin exclusively. So if you have cable, you'll be able to watch the game either at home, online or on the network's mobile apps on iOS or Android - if you don’t mind listening to Chinese sports commentators.

Another free way to live-stream the event is through First Row, a free online sports streaming site.

  • 4 out of 5 stars