--- title: World Cup: Support for Women’s Soccer Lags in Japan description: Momentum behind women’s soccer in Japan has stalled since the team came second after losing to the U.S. in 2015, even as global interest in women’s sport accelerates. canonical: https://time.com/6295367/japan-womens-world-cup-soccer-support/ author: TIME article:opinion: false article:content_tier: free article:published_time: 2023-07-18T05:00:05.000Z article:modified_time: 2026-02-24T16:10:05.074Z article:section: Sports og:title: Japan’s Women’s World Cup Team Struggles to Gain Support at Home og:description: Momentum behind women’s soccer in Japan has stalled since the team came second after losing to the U.S. in 2015, even as global interest in women’s sport accelerates. og:url: https://time.com/6295367/japan-womens-world-cup-soccer-support/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt549369d31c4811b8/698a3ebdd07533c9a2e6e34b/japan-team-womens-world-cup.jpg?branch=production&width=2400&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: japan-team-womens-world-cup og:type: article twitter:card: summary_large_image twitter:title: Japan’s Women’s World Cup Team Struggles to Gain Support at Home twitter:description: Momentum behind women’s soccer in Japan has stalled since the team came second after losing to the U.S. in 2015, even as global interest in women’s sport accelerates. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt549369d31c4811b8/698a3ebdd07533c9a2e6e34b/japan-team-womens-world-cup.jpg?branch=production&width=2400&quality=75&auto=webp&crop=16:9 ---  # Japan’s Women’s Soccer Team Struggles to Grow Support at Home > Sponsored content. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account. by [Daiki Mai and Isabella Steger / Bloomberg](https://time.com/author/bloomberg/) ## Daiki Mai and Isabella Steger / Bloomberg Contributor Jul 18, 2023 5:00 AM UTC  Japan’s women’s soccer team attends a World Cup welcome ceremony at their team hotel in Christchurch, New Zealand, on July 16, 2023. Japan’s women’s soccer team attends a World Cup welcome ceremony at their team hotel in Christchurch, New Zealand, on July 16, 2023.Kai Schwoerer—FIFA/Getty Images by [Daiki Mai and Isabella Steger / Bloomberg](https://time.com/author/bloomberg/) ## Daiki Mai and Isabella Steger / Bloomberg Contributor Jul 18, 2023 5:00 AM UTC The head of Japan’s professional female football league said support for women’s sports still lags behind other countries, even as global interest is rising. Haruna Takata, who chairs the two-year-old [WE League](https://weleague.jp/en/), came into the spotlight recently when she floated an idea to start a crowdfunding campaign to fund the broadcast rights to avoid a TV blackout for the upcoming Women’s World Cup. Public broadcaster NHK stepped in at the last minute to air the tournament, set to start in Australia and New Zealand on July 20\. Takata said the saga helped raise awareness of the problems facing women’s football in Japan. Even though Japan won the title in 2011, media portrayals of female athletes in Japan don’t help, said Takata, who is also vice president at the Japan Football Association and was formerly the president of second-tier men’s league club V-Varen Nagasaki. **Read More:** [_A Viral French Ad Shows How Women’s Soccer Can Be Just as Exciting as Men’s_](https://time.com/6295047/viral-france-advertisement-soccer-gender-orange/) “In Japan the tendency is particularly strong to focus on the visual appeal and cuteness of female sports players,” she said. “No matter how much football’s competitiveness improves, it’s hard to get people to feel interested in that aspect of it.” “I think that people around the world are not really aware of the extent to which the gender gap index in Japan is reflected in the current issues surrounding women’s sports in Japan,” said Takata. “I think it is amazing that every country is so far ahead of the times in terms of the gender gap.” Japan ranks 116th in the World Economic Forum’s [Global Gender Gap Index](https://www.weforum.org/reports/global-gender-gap-report-2022/), and is the only Group of Seven country outside of the top 100. **Read More:** [_Japan Sends Male Minister to Lead G7 Meeting on Women’s Empowerment_](https://time.com/6290088/japan-gender-equality-g7/) “If Japanese society didn’t have such a big gender gap, and if it were more enlightened about women, I think women’s football would also be more accessible for viewing,” said Takata. The 2011 win for the Nadeshiko, as the team is known, was particularly significant as it came just months after the massive earthquake and tsunami that struck Japan’s northeast. “They were determined to give courage to the people of Japan by doing their best after the Great East Japan Earthquake,” said Takata. The team came second after losing to the U.S. in 2015\. However, momentum behind women’s football in Japan has stalled in the years since, even as global interest in women’s sport accelerates. Ticket sales for the Women’s World Cup already hit a record 1.25 million, while viewership and the number of sponsors have reached new heights in recent years. [**_Sign up for ‘Extra Time,’ our new newsletter that will break down the biggest moments from the 2023 Women’s World Cup_**](https://cloud.newsletters.time.com/signup?nln=extra-time) “I wish we had seized the opportunity when we won the World Cup, and invested more in the business side of it,” said Takata, who assumed the position at the women’s league last year. Still, vast inequities remain in salaries and prize money, which are ultimately dependent on the ability of women’s sport to generate TV revenue. Japanese broadcasters had shown previous Women’s World Cup tournaments, but this year is the first time the rights are being sold independently and not bundled with the men’s event. European broadcasters had also initially been reluctant to pay for TV rights, putting in bids as low as less than 1% of the winning bid for last year’s Qatar World Cup. A European broadcast deal was finally reached in mid-June. Japanese online platform Abema streamed the Qatar World Cup in November for free, with the national team’s unexpected progress out of the group stage pushing the service to have to restrict access due to overwhelming demand. The Nadeshiko will play their first match against Zambia on July 22 in New Zealand. The U.S., who are aiming to win their third straight championship and fifth title overall, are the favorites. **Read More:** [_Megan Rapinoe Fights for Equality—and a Third World Cup Title_](https://time.com/6178467/us-women-soccer-equal-pay-deal/) Whether or not Japan repeat their 2011 success, Takata said she believes it’s still important to seize the opportunity to raise the value of women’s football overall with players becoming inspirations for young women. “I believe that if we can pave the way, we can definitely have an impact on other women’s sports,” she said. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/6295367/japan-womens-world-cup-soccer-support/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/6295367/japan-womens-world-cup-soccer-support/"},"headline":"Japan’s Women’s Soccer Team Struggles to Grow Support at Home","datePublished":"2023-07-18T05:00:05.000Z","dateModified":"2026-02-24T16:10:05.074Z","description":"Momentum behind women’s soccer in Japan has stalled since the team came second after losing to the U.S. in 2015, even as global interest in women’s sport accelerates.","url":"https://time.com/6295367/japan-womens-world-cup-soccer-support/","keywords":["World Cup","wire"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt549369d31c4811b8/698a3ebdd07533c9a2e6e34b/japan-team-womens-world-cup.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Daiki Mai and Isabella Steger / Bloomberg"}],"articleSection":"Sports","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt549369d31c4811b8/698a3ebdd07533c9a2e6e34b/japan-team-womens-world-cup.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"japan-team-womens-world-cup","caption":"The Japan team attends the welcome ceremony ahead of the FIFA Women's World Cup Australia and New Zealand 2023, held at their team hotel on July 16, 2023 in Christchurch, New Zealand.","creditText":"Kai Schwoerer—FIFA/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/sports/","name":"Sports"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/world-cup/","name":"World Cup"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/6295367/japan-womens-world-cup-soccer-support/","name":"Japan’s Women’s Soccer Team Struggles to Grow Support at Home"}}]}] ```