Last Sunday (18), in Porto Alegre, we broke the attendance record for women’s football in Brazil, with more than 36 thousand people in Beira Rio to watch Inter x Corinthians for the Brazilian Championship. It was a contagious morning, with a crowd full of energy and expectations, curious, engaged and very proud to see the evolution of our Coloradas Girls. It was also a unique experience to see the emotion in the eyes of the girls, teenagers, mothers and grandmothers – and the men present too, all of whom were very proud to witness a milestone in history.
One way to break gender stereotypes is to have examples. Here at Inter, we seek greater female representation. With more supporters in the stadium, more members, more counselors, we can design something that is possible, in a concrete and naturalized way. We recently launched the “Te Associa, Guria” campaign, with the aim of attracting a greater number of associates. We want more. And what we saw in our Giant was a nice advance: a final with a full house to cheer for the girls.
“Women’s football” is a category – important and necessary. It’s a path of no return, but we need to go further. “Women in football” is a culture change. Female presence in strategic positions in this segment is accelerating against the wind and in favor of equity. Fortunately, I am a proud example of this: in an Inter that has an anti-prejudice clause in the employee contract, anti-racism campaigns and other initiatives, I became the first marketing director of a football club in Brazil.
If we want to grow and advance in our careers, we women need to go against societal expectations, facing different gender barriers. In football, the business started by strong, determined women who have guts and courage is in absolute growth. Inter itself made two transfers of players with important values in recent weeks. Here, too, we took advantage of the marketing action of the Sorriso brand with a Red Bull Bragantino player to propose that Sorriso, the Club’s defender, receive the same treatment. Bingo. In strictly the same conditions as the male athlete, we closed the partnership.
It is necessary to understand that “female leadership” is different from “women in leadership”. The first corresponds to a way of acting, a “feminine” style of doing, but that is not what changes the game. The second means representativeness and attitude where decisions are made. The greater our presence in leadership roles, the greater the chances of us helping to build necessary changes.
If you, like me, are a woman who likes football and believe that it is possible to cultivate new practices that accompany our evolution, be a member of your favorite team. It is with participation that we conquer spaces and expand our voice.
*Liana Bazanela is executive marketing director at Sport Club Internacional
Continues after advertising
Copyright © Abril Mídia S A. All rights reserved.
Quality and reliable information, just one click away. Subscribe SEE.