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The Conversation
The Conversation
Laura Harris, Research Assistant, Sport, Allyship, and Inclusion Lab, Brock University

FIFA Women’s World Cup: Professional women athletes are still fighting for equitable sponsorship

Fifa World Cup Morgan Soccer Women Super League
A United States women's national team member takes a shot during a FIFA Women's World Cup send-off soccer match in San Jose, Calif., on July 9, 2023. Sponsorship and marketing deals with women athletes are often performative and exploitative. (AP Photo/Josie Lepe)

The 2023 Women’s World Cup is projected to be the most-watched in tournament history and has seen a massive surge in sponsor interest.

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