The World Cup will be big. The women’s game? Even bigger

For the first time, 32 teams will compete for this year’s World Cup title, up from 24 in 2019. Iconic stars like Christine Sinclair, Megan Rapinoe and Marta are believed to be playing in their last World Cup. As big as it all seemed two years ago in Tokyo when Canada’s best female soccer players won Olympic gold, women’s soccer has managed to get much bigger, and at warp speed. This World Cup should give that effort a boost. Any business interested in using sport as an advertising vehicle ignores women’s sports, and women’s soccer, at its peril.