The numbers are staggering. Thirty-one days. Three continents. Thirty-eight teams representing populations as vast as 237 million ( Nigeria ) and as quaint as 398,000 (Iceland). Eighty-five matches, 10 of which were decided by stomach-churning penalties. Two of those nail-biters were finals. And each of the 2025 continental champions – England at the Euros, Nigeria at the Women's Africa Cup of Nations (WAFCON) and Brazil at Copa América Femenina — successfully clawed its way back from deficits.
This is the kind of summer that compels you to commit every detail to memory so they crystallize into legendary tales for future generations: Ann-Katrin Berger's heroic save to keep Germany in the quarterfinals; Esther Okoronkwo 's cool-calm-collected penalty despite Moroccan fans flashing lasers in her face to turn the tide back toward Nigeria's Mission X ; the timeless Marta's last-second goal in the Copa final that revived Brazil's hopes of a ninth title.
Europe and the U.S. are home to some of the finest, most storied women's football teams and players in the world, but increasingly, at the club level, stars boast roots in Africa and South America. Yet each time there's an opportunity to follow these superstars back home to their competitions outside the Global North, the efforts fall short of doing them justice.
Too often, matches are inaccessible to a global viewership or broadcasters pour limited resources into their programming. And the competitions are routinely marred by controversy, be that related to organizers' poor planning or limited investment by team's federations. With Brazil hosting South America's first Women's World Cup in 2027, it's past time to pay respect to women's football being played outside the glitz of Europe and the U.S..
Despite the concern over whether a small country like Switzerland could host the 2025 Euros, the hosts punched above their weight. Fans accessed each of Switzerland's stadiums with relative ease, filling venues and setting a new tournament attendance record of 657,291. Combined attendance for the quarter finals was 112,535, the highest in the history of the tournament.
That enthusiasm was reflected in broadcast viewership numbers as well. The group matches and the final on Fox were the tournament's most watched ever in English in the U.S., with an average viewership of 306,000 in the group stage and a final peak of 1.92 million viewers.
England's storybook ending to a second straight European Championship was a fitting one, but the same could be said of WAFCON and Copa América Femenina. The gaping disparities between the three tournaments, from the media coverage and accessibility to dedicated resources and logistical strategy, expose a lack of attention to African and South American women's football, though, even as the global game expands and competition between teams grows tighter.
There's no denying that women's football in South America and Africa is being held back by circumstances beyond players' control. Nevertheless, the product is arguably the healthiest and most entertaining it's ever been.
For a continental tournament that almost didn't happen , WAFCON crackled with stars who compete in NWSL. Zambian forwards Barbra Banda and Racheal Kundananji of the Orlando Pride and Bay FC, respectively, scored all six of the Copper Queens' goals in the tournament. Bay FC's Asisat Oshoala opened the account for the Super Falcons' historic run, taking just four minutes to find the back of the net against Tunisia . Gotham FC teenager Stella Nyamekye is still working her way into her club's playing roster, but the 19-year-old left a lasting impression for Ghana , who placed third.
But the tournament's shine didn't only focus on NWSL players, nor those who play in top divisions or outside the continent. Botswana narrowly missed advancing out of their group yet shone at their second WAFCON, particularly 27-year-old goalkeeper Sedilame Maitumelo Bosija, who plays for Mamelodi Sundowns in South Africa .
Beneath the surface of the vibrant matchday outfits and irresistible playlists for which African tournaments are known, however, discontent simmered. Ten-time champions Nigeria are still battling their federation over unpaid wages. Before their first match, Super Falcons captain Rasheedat Ajibade called out the Confederation of African Football (CAF) for the quality of hotel rooms the team was given, writing, "Two professional women's players in this kitchen-sized room at a prestigious tournament" on an Instagram story, adding that the confederation "can do better."
In South America, the tone for Copa América was set one week before the tournament began. Uruguay an players took to social media in a collective push to protest their working conditions.
"This measure is not against our passion, but rather for a fair right," players' viral statements read. "We want to represent Uruguay in the Copa América, but we also deserve dignified treatment for our effort and dedication."
This story came to a positive conclusion, with players flying to Quito, Ecuador, just a few days later, after Uruguay's federation agreed to meet players' demands. What were those demands? Use of the national team training center, better training conditions and clothing, reclassification from a "development team" to full national team status and improved daily allowances for national and international duty. The team would go on to open the tournament against hosts Ecuador, with No. 10 Belén Aquino scoring a banger in the 11th minute. The moment felt like Uruguay once more raising its collective fist in the air.
The media ecosystem surrounding the WAFCON and Copa América Femenina also pales in comparison to resources companies poured into Euros coverage this year. From a broadcast perspective, U.S. viewers tuning in for Copa América Femenina for English-language coverage were often presented with Euros coverage during halftime of matches. Some games were manned by a single broadcaster, who juggled analyst and play-by-play duties. Yet, this did little to stifle the growing appetite for South American women's football in the U.S., which was evident by the dramatic spike in viewership from the 2022 competition.
Saturday's historic final between Brazil and Colombia was the most watched Copa América Femenina telecast on Fox Sports networks ever. The network on Tuesday revealed it saw a 273 percent jump in viewership, with 302,000 tuning in on Saturday compared to 81,000 viewers in 2022 for the same matchup.
It's worth noting the final was booted from its expected channel come gametime, leaving viewers confused after Fox unexpectedly moved coverage to FS2 due to a baseball game running over on FS1, which was slated to show the game. The match eventually returned to FS1 mid-game. The snafu is symbolic of the cards women's sports viewers are often dealt, even as the sector's popularity skyrockets. It's unclear whether the switch had any impact on Fox's final viewership numbers. Overall, Fox reported the 2025 tournament saw a 114 percent spike in viewership across FS1 and FS2 compared to 2022 (79,000 vs. 37,000 viewers).
And while BeIN Sports carried WAFCON as it did in 2022, the platform remains challenging and expensive to access in the U.S., which could be done via Fubo, or on YouTube TV along with a Sports Plus add-on package. BeIN Sports did not respond to multiple requests for comment from The Athletic about viewership numbers or how the company prioritizes the tournament.
Throughout Copa, the theme of inequity remained a persistent thorn in the sides of organizers, with some pre-tournament decisions, like limiting player access to pitches before fixtures, resulting in fierce backlash from fans and players in the tournament. After Brazil's game against Bolivia, images began circulating of these teams warming up in crammed indoor spaces at the stadium, and also side by side. CONMEBOL reasoned this was structured to maintain the integrity of the pitch when back-to-back games were held in one stadium. The governing body reversed the rule following pushback, allowing players access to pitches 15 minutes before matches.
Brazil may have boasted the loudest voice to push back, with Marta describing how she felt dismayed by the tournament's organization.
"It's been a long time since I played in a tournament here in South America, and we're saddened by these situations," Marta told the Brazilian outlet Globo Esporte. "(CONMEBOL) demand performance from the athletes and a high level of work, but we also demand a high level of organization. We have the right to demand organization.
"This situation is really disruptive. There wasn't enough space for both teams, but both wanted to be there to prepare. I really don't understand why we can't warm up on the field. This is still a problem for us because it's very hot here, with the altitude."
It wasn't long before players began comparing their Copa América to the men's massive version that unraveled across the U.S. last year. Argentina , winners of the men's Copa America, went home with a whopping $16 million. By comparison, Brazil's women only took home $1.5 million.
Morocco hosted its second WAFCON in a row in July, and has already claimed the next host duty for the following tournament kicking off next year in CAF's effort to realign the schedule after COVID-19 and Olympics interruptions. Questions must be asked about the benefits and costs of serial hosting , especially because the 2025 iteration of the tournament saw a downgrade in facility use due to the fact that Morocco is also hosting the men's AFCON from December to January 2026.
In order to prepare for the men's tournament, the Royal Moroccan Football Federation planned renovations of the three major stadiums used in the 2022 WAFCON — but they were unavailable to the women's teams this time and moved to smaller venues further outside the city centers of Rabat and Casablanca.
Marketing around Copa América was a huge talking point, too, with critics suggesting if federations or organizers had done a better job pitching the event to the world, then there'd have been more interest. The players are already marketable. Marta, for instance, has 2.8 million followers on Instagram. An unfortunate footnote for women's football is that players have in the past had to fight for visibility on social platforms — something that Uruguayan players had to demand of their domestic clubs in 2023.
Across the three tournaments, Nigeria and Brazil are by far the biggest; the latter has an estimated population of more than 212 million which notably contains the largest number of people of African descent outside of Africa, specifically Nigeria. These are massive missed opportunities to spotlight star players with engaged supporters. Oshoala, a six-time African Women's Footballer of the Year, has 1.2 million Instagram followers, for instance. For its part, Spotify did collaborate with the Houston Dash's Michelle Alozie to celebrate Nigeria's newest trophy.
These tournaments were a success on the pitch, with players delivering entertaining football and historic matchups that have fans begging for more. But players can't grow the game alone. It's imperative stakeholders across women's football in South America and Africa do their part. Too often players in women's football are expected to win championships before they can demand for what they deserve — but this fails to consider that their demands would help win those championships.
When asked to assess the quality and promise of African women's football, especially after beating a technically strong team like Morocco, Nigeria interim manager Justine Madugu was emphatic in his opening response after the match.
"Internally, we have to look at development from the angle of facility development, player management, and good welfare support and package for them, and try as much as possible to expose the women's league to win or attract more sponsors that will put more money into the game," he said.
"Even us as coaches, we need better education, too. We also need to improve ourselves because you can't just remain at the level you are. The game is dynamic. There are new ideas coming up every time."
Madugu also stressed the importance of building developmental programs within all African federations, a strategy Morocco has been bullish about in recent years.
Brazil coach Arthur Elias reflected how the tournament, and final, could have been improved. One example, he said, would have been better-quality pitch.
"Why is what we have in FIFA so different and what we have in CONMEBOL so different? This is just a reflection, I'm not here to massacre and judge anyone, neither the referees nor the organizers," Elias said. "Women's football only deserves respect and equal conditions."
There will be two more opportunities for federations, media outlets and businesses looking to capitalize on the explosion of global women's soccer to get things right in South America and Africa. July 2026 will see another edition of WAFCON, and there is no doubt the teams will build on the momentum generated.
South America's teams resume competitive play with the inaugural CONMEBOL Nations League in October, the new pathway for teams to qualify for the Women's World Cup. Until now, Copa América was the region's lone qualifying pathway. It's a welcome change that provides teams with more competitive matches, which, for some nations, remain a rarity. It also sets the stage for drama and the potential for upsets.
The Women's World Cup has the potential to bring a seismic shift to women's football in South America. It's an unprecedented opportunity that could ignite the sport's growth on the continent and showcase the possibilities outside of North America and Europe — so long as everyone is prepared. The players certainly are.
This article originally appeared in The Athletic .
Soccer, International Football, Women's Soccer, Women's Euros
2025 The Athletic Media Company
