I want to thank FIFA President Mr. Sepp Blatter and the Members of FEFA for giving all of us in the United States the opportunity to host this World Cup. You have all participated in making this the most successfül women's sporting event in history. Thank you for your vision and trust.

Honored speakers, guests and members of the media On behalf of our predominately fernale Women's World Cup Organizing committee, which includes our CEO and President Marla Messing, as well as, our Chairman and leader Alan Rathenburg, and US Soccer President Dr, Bob Coirtiguglia, our General Secretary Hank Stembrecher, our staff, volunteers, and venue directors; It is my pleasure to welcome you to the United States and the final match of this most refreshing and exciting women's world cup.... 1 am pleased as Chair of the organizing committee to share this presentation which represents not only our efforts but the many years of ploneerig work of individuals and organizations that have helped set the stage of acceptance and opportimity for women in all sports.

The success of this World Cup is the result of years of the development of new opportunities which have 'in turn raised the status of the female athlete not only 'in the United States but all over the world. Granted there are still many courities and cultures that for vanious reason 's do not encourage or senously support girls and women in sport but on the whole change is occurring and there are many reasons for it.

My subject today is Management, Marketig, Media and Money and how usm'g these tools can enhance the growth and popularity of girls and women in sport. Forgive me tociay for using a US model to share with you. My hope is that what we have done here will be heipful to all of you in adapting concepts fbr your own programs within the context of your own cultural expeniences and realities.

In our county, history paints the picture of success. Believe it or not as late as 1986 there were only, approximately 50,000 fernale soccer players in the United States. Now, there are over 7 and Vimillion. In fàct *in 1970 only one in 27 American school age girls participated in sports now one in three do.

So how is it possible 'in just 26 years the United States has produced winning Olympic and World Cup teams in most sports. The easy answer would be money--- But in truth this is not the entire answer. The success of the United States bas been hard fought battle that continues to this day.

In the 1970's in creating a new sporting landscape for women, the biggest obstacle had to be met head on. What was that obstacle THE WAY WE TIIM ABOUT WOMEN IN SPORT.The following Myths have and still do present tremendous barniers to women in sport.
1.Participating in sport will make women unfemm'ine and physically unable to produce children.
2.Women do not need to leam about life on the playing fields of sport but men do.
3.Women will never be accepted as real athletes because they are not as strong, fast, and muscular as men are.
4.Women athletes will never be as popular as male athletes, and therefore, they will not attract audiences large enough to make women's sport self-supporting.
 To break down the myths the management of sport in Amen'ca during the 1970's underwent a transfbrmation.Change came from all levels of sport from the top down and frorn the bottom up. Change eventually embraced by all sports féderations, educational institutions and by our Olympic committee.

In fact during the 1970's there was a revolution of sport in America. Led by athletes, administrators, parents and political leaders change was miitiated in the following ways:

1.  In 1972 Govemment action led to new laws making it illegal to discriminate in sport programs. A Educational 'institutions for the first time were required to offer women equitable opportunities in sports. Because of this legislation, soccer programs grew from a handfùl to over 1,000 college progi-ams. Thus planting the seeds of growth that have resulted in a World Cup and Olympic wMi and durmig the Atlanta Olympics gold medals in basketball, fast pitch softball, gymnastics, synchronized swimming, all relays 'in track and swimming not to mention individual Gold's in individual sports. B. In 1978 Federal legislation restructured the entire Olympic sporting community making it also illegal to discriminate on the basis of sex.

2.  In 1974 The most famous women athletes in America created their own organization to support women in Sport providing a national forum for social change, acceptance and recognition of the fernale athlete. This Women's Sport Foundation became a powerful force in supporting and protecting the rights of women athletes. Fund raismig efforts established athletic scholarships and financed studies that helped bust the Myths that had kept women out of sport. These studies Midicated that girls that participate in sport are less likely to take drugs, suffer from depression, engage in destructive behavior and are more likely to graduate from high school and lead productive lives. These studies also supported the nation that sport is M'deed a powerful tool in teaching girls how to become successful 'in life after competition.

3.   In the early 1980's the US Soccer community fueled by the progress made in all women's sport initiated gender blind programs that treated boys and girls equally. 'Mese community- based programs catered to children of all playing capabilities. Recreational soccer was the foundation of the youth soccer pyramid that encouraged fun and participation over winning. On the elite level the US Soccer Federation developed a long- range plan to create a winning National team. Currently there are over 18 million soccer players in the United State. The grassroots soccer community in the United States is financially self-supporting deriving revenues from local sponsors and dues.

So then, given the histonical context of women's sports and the limited financial resources we had available to us, how did our Women's World Cup Organizing Committee decide on how to market this world cup"

First, We focused our efforts in the direction of those programs that had been developed over the last 26 years. We realized that our fàn base would be différent than that for men's soccer.

Essentially, our mission statement emanated from the success of the 1996 Olympics when women % soccer as an event within an event broke attendance records. The Atlanta Games success encouraged us to attempt to stage the single most successfui women's sporting event 'in history making it a breakthrough event before the turn of the century and an everrt to 'inspire the next generation. Our target markets Micluded our grassroots soccer community: Our Soccer Dads and Moins, young girls and boys, teen girls and women. 

 We felt that this event was for our grassroots community. In October of 1997 affordable tickets were offéred to the Soccer community before sales were offéred to the public at large. We wanted to make sure our soccer fàmily felt like partners *in this overall effort. By April of 1999 over 300,000 tickets had been sold.

During this time a limited media campaign utilized our gold medal wnimig soccer players, leaders and administrators. The Organizing committee also established a soccer coalition that marketed the World Cup to its own Federation members. Speeches and clinics were given to numerous sports orgamzations throughout the country and to anyone that would listen...

Outreach prograins created a Women's World Cup Soccer presence at hundreds of youth Soccer toumaments nationwide. A nationwide official poster contest was held, Watch me play bracelets, depicting the official theme of the event were distributed and an official song by teen sm'gm»g sensation Bilhe was commissioned. Soccer clinics for Dads and daughters were offered and lunches with men and women in leadership positions were arranged.

In our vast country an avenues of promotion and advertising were utilized. The comerstone of this effort came from a first ever commitinent by ABC, ESPN 1 and 2 to broadcast an 32 matches to over 70 couritries. 30 second TV spots during regular season men's soccer matches helped sell even more tickets. The credibility of having a firin television commitinent Iead to ather relationships such as one with Sport Illustratedfori;ads. Clever Ads and Promotional Videotapes made a tremendous impact. Such as the following video. In the most important markets in the Nation The US Soccer Federation organized a Pre-World Cup Tour. The highlight was the first Women's All-Star game at the Final Draw. The match served many purposes including introducing the media to the womens game and to important but unknown players from an over the world. It also served as tune-up for the organizing commrttee. With the Tour and All-Star game the up coming world cup gamied more recognition, and an icreasing number of joumalists began to arrange to cover the event. These events also gave the organizing committee an idea of who was in attendance and why they were coming to the games.

However most important and significant was the participation of an members of our US team in our marketing effort. There is no question in my mind that this group of athletes is largely responsible for the success of this World Cup. As a former athlete I appreciate just how stressful the demands on our team have been to not only play to win but to play and interview and promote this game for an the participating teams. They have been true partners. Without their understartding and willingness to work with us this toumament would not have enjoyed the success it already has.

Money... As we all know you can't have enough of it. However once agam' our organizm'g committee had to stretch each dollar to the limit to make this world cup operational. Fortunately our US Soccer Foundation which was created as a direct result of the revenues produced by the success of the Men's world cup mi 1994 loaned us our start up funding. The foundation also is committed by language to treat and support women's soccer equally. The significance of this arrangement is that money when needed can be made avallable to support organizing committees in their efforts to host and organize first class events, which in the end attract more membership . However the challenge in staging a world class women's sporting event remains even with our success. There are no long-term sponsors willing to put up the kind of money that men's sporting events command. 

 Before this world cup began we were considered such a risk that many of the sponsors we inherited through FIFA were unsure about spendmig marketing dollars on an event that held no promises. This situation left us without options to pursue offier sponsors. 'Me truth is even with successfui women' Sports such as the The Women's Tennis Association, sponsors are hard to cultivate. The WTA has been without a sponsor for an entire year. 'Me encouraging news is that: Those who have influence over soccer on a global basis will have the opportunity to keep the momenturn going ... This means additional competitions and perhaps a professional league. It also means paying the players. These competitors are full âme athletes. Along with this growth women will also have opportunities to fill positions of leadership, officiating, management and coaching after all if the future of soccer is féminine let's continue the dream.

Media. As this event winds down on the 10th of July many will ask what is the future of womens soccer. The future is here in large part because of all the media attention given to this event. Front-page news and television coverage has elevated the game to new status for bath men and women. However on a dally basis the truth is that unless a womens event is the biggest, the best and the most mcredible we have a hard time carving out space Mi the sporting sections of most newspapers and news broadcasts. 1 am sure there will be those that say this is a one-time happening. It is our collective responsibility not to live up to this expectation. After all in the beginning few belleved in the success of this event, However the sold out stadiums. the new crowds of enthusiastic youngsters and families have proved them wrong. It Lis my opinion we have reached out to a fan base that has been thirsty for what women athletes have to offer. They have been waiting for a long time for women to take center stage, it is up to, us to, grab the spotlight. It will take the collective and open-minded efforts of all of you.

It has been my pleasure to serve as Chair of the organizing committee for this event. My expectations for this event have been exceeded. 1 thank you for your confidence and I congratulate all the players froin all the countn'es for their passion and for their all out and skillful play. 1 wish them a Riture that appreciates and supports their professionalisin. 1 thank Presiderrt Sepp Blatter and Alan Rothenberg for this opportunity to take part in the most successful women's sporting event in history.

I. GENERALITES

Nul ne doit, du fait de son sexe, être exclu d'une participation, ni voir refuser de participer, refuser des profits, être traité différemment d'une autre personne ou subir une quelconque discrimination à l'occasion d'une activité sportive interscolaire, interuniversitaire, dans un club ou au sein d'un établissement scolaire, qui sera offerte par l'établissement d'accueil et aucun établissement d'accueil ne pourra proposer une activité sportive sur un tel critère.

II. EQUIPES NON MIXTES

En dépit des conditions établies au paragraphe (a) de ce chapitre, un établissement d'accueil  pourra gérer ou sponsoriser des équipes non mixtes composées de personnes de chaque sexe si la sélection est opérée selon les performances ou que l'activité en question est un sport de contact. Cependant, pour un sport donné, lorsqu'un établissement d'accueil organisera ou sponsorisera une équipe composée de personnes du même sexe mais n'organisera ni ne sponsorisera pas une équipe équivalente composée de personnes de l'autre sexe, et que les possibilités sportives pour les personnes de ce sexe auront été précédemment limitées, les personnes appartenant au sexe exclu pourront être mises à l'essai dans l'équipe existante, sauf si le sport en question est un sport de contact. A cet égard, les sports de contact comprennent la  boxe, la lutte, le rugby, le hockey sur glace, le football américain et d'autres sports dont le, ou la pratique impliquent des contacts physiques.

III. EGALITES DES CHANCES

Un établissement d'accueil qui organise ou sponsorise des événements sportifs interscolaires,  interuniversitaires, dans un club ou au sein d'un établissement scolaire, devra offrir aux personnes des deux sexes des chances identiques de pratique sportive. Lorsqu'il déterminera si les chances offertes sont bien identiques, le Directeur d'établissement devra examiner parmi d'autres facteurs :
(1) Si le choix des sports pratiqués et le niveau des compétitions correspond réellement aux intérêts et aux capacités des personnes des deux sexes 
(2) L'approvisionnement en équipement et fournitures -,
(3) Le planning des compétitions et des séances d'entraînement,
(4) Les déplacements et indemnités journalières ;
(5) La possibilité de bénéficier d'un entraînement et de cours de soutien ,
(6) La mission et la rémunération des entraîneurs et professeurs 
(7) La fourniture de vestiaires et infrastructures d'entraînement et de compétition
(8) La fourniture de moyens et de personnel pour suivi médical et entrainement,
(9) La fourniture d'infrastructure et de personnel pour hébergement et repas
(10) La publicité.

Un montant total des différences de dépenses entre personnes d'un même sexe ou équipes masculines et féminines lorsqu'un établissement d'accueil organise ou sponsorise des équipes non mixtes ne constitueront pas un refus d'obéissance à cet article, mais le Sous-Secrétaire d'Etat pourra prendre en compte le manquement à fournir les fonds nécessaires aux équipes d'un sexe donné en imposant l'égalité des chances pour les personnes de chaque sexe.

IV. PERIODE DE REAJUSTEMENT

Un établissement d'accueil qui organise ou sponsorise des événements sportifs interscolaire, interuniversitaires, dans un club ou au sein d'un établissement scolaire à l'école élémentaire devra se conformer strictement à cet article aussi rapidement que possible mais en aucun  cas après un an à compter de la date de mise en application de cette loi. Un établissement d'accueil qui organise ou sponsorise des événements sportifs interscolaires, interuniversitaires, dans un  club ou au sein d'un établissement scolaire d'enseignement secondaire ou post-secondaire devra se conformer strictement à cet article aussi rapidement que possible mais en aucun cas après trois ans à compter de la date de mise en application de cette loi.

COMMENTAIRES SUR L'ARTICLE IX : QU'EST-CE QUE L'ARTICLE IX ET QUEL SONT SES OBJECTIFS ?

L'article IX des Amendements sur l'Education de 1972 sert de point de repère dans la législation interdisant la discriminabon sexuelle dans le milieu scolaire, qu'il s'agisse d'enseignement général ou sportif. L'article lX statue que :
"Nul ne doit, aux Etats-Unis, se voir interdire la pratique ni se voir refuser les bénéfices d’une participation à cause de son sexe, ou être l'objet d'une discrimination au cours de quelque programme éducatif ou d'une quelconque activité recevant une aide fédérale ".
C'est dans le domaine du sport que l'on constate le plus grand nombre de controverses au sujet de l'article IX. En revanche, cet article a fait de notables progrès dans les autres secteur de l'enseignement. Avant l'application de l'article IX, de nombreuses écoles ne voyaient aucun problèmes à refuser toute admission aux femmes ou à limiter leur accès de manière très stricte.
Quelques statistiques permettent d'éclairer les progrès effectués : 

• en 1994, les femmes ont reçu 38 % des diplômes du domaine médical, contre 9 % en 1972
• en 1994, les femmes ont obtenu 43 % des diplômes de droit, contre 7 % en 1972,
• en 1994, 44 % des doctorats décernés aux citoyens américains allèrent à des femmes, contre 25 % en 1977.

L'ARTICLE IX ET SON APPLICATION AUX COMPETITIONS INTERUNIVERSITAIRES

L'article IX régit l'égalité de traitement et de chances dans le domaine sportif, en donnant le choix des sports aux universités en fonction de leur intérêt pour la condition physique des étudiants, de l'influence géographique, du budget qui leur est alloué, et d'un ratio par sexe. En d'autres terme, la question n'est plus de savoir si les femmes sont capables de faire de la lutte ou si l'on accorde exactement le même budget au basketball masculin et féminin. On souligne en fait la nécessité pour les femmes d'avoir les mêmes chances que les hommes, en se plaçant sur un plan général et non plus individuel.

En ce qui concerne les compétitions interuniversitaires, trois points doivent être observé pour qu'une université soit en règle :
1. aide financière accordée au sport
2. mise en valeur de l'intérêt pour le sport et des capacités sportives
3. autres aspects du programme
Cette évaluation sera faite sur la base du programme sportif global de l'université, et non pas sport par sport.

1. AIDE FINANCIERE ACCORDEE AU SPORT

Premier point: l'aide financière ne sera accordée qu'en fonction du nombre de sportifs masculins et féminins. Le montant total de l’aide devra être proportionnel au ratio hommes / femmes

2. MISE EN VALEUR DE L'INTERET POUR LE SPORT ET DES CAPACITES SPORTIVES

Deuxième point: le choix des sports pratiqués et le niveau de la compétition doivent refléter les centres d'intérêt des étudiants et leurs capacités. Trois facteurs doivent donc être examiné successivement :

• Les chances qu'ont les étudiants et les étudiantes de participer aux compétitions de niveau interuniversitaire doivent être proportionnellement équivalentes aux effectifs des deux sexes.
• Si un sexe a été et est toujours sous-représenté parmi les étudiants sportifs, l'établissement doit présenter un programme déjà existant et continu d'augmentation des effectifs qui, à long terme, conduit de manière évidente au développement des intérêts et capacités de ce sexe.
• Si un sexe est sous-représenté parmi les sportifs et que l'établissement ne peut pas prouver la mise en oeuvre d'un programme continu d'augmentation des effectifs, on doit pouvoir démontrer que les intérêts et les capacités des personnes de ce sexe sont bien en compte par le programme en question.

3. AUTRES POINTS
Troisième point : tous les autres avantages, les chances et le traitement offerts aux sportifs doivent être équivalents, mais pas nécessairement identiques. L'article IX examine plus particulièrement les points de programme suivants :

1) EQUIPEMENT ET MATERIEL : qualité, adaptation, quantité, disponibilité, entretien et remplacement.
2) PLANNING DES COMPETITIONS ET DUREE DE L'ENTRAINEMENT : nombre de compétitions par sport, quantité et durée des entraînements, date des compétitions et des entraînements doivent être plannifiés, ainsi que les possibilités d'engagement en compétition pré et postsaisonnière, de même que le choix et la longueur de la saison sportive.
3) DEPLACEMENTS ET INDEMNITES JOURNALIERES: moyens de transport, logements alloués pendant le déplacement, durée du séjour avant et après la compétition, indemnités journalières, disposifions prises pour les repas.P
4) POSSIBILITE DE SOUTIEN SCOLAIRE: emploi du temps, qualifications et expérience des professeurs, salaires et conditions d'emploi.
5) POSSIBILITE DE BENEFICIER D'UN ENTRAINEUR, ATTRIBUTION ET REMUNERATION :  emploi du temps, attribution et rémunération d'entraîneurs à plein temps, d'auxiliares,  d'auxiliaires diplômés ou d'entraîneurs avec salaire plafonné.
6) VESTIAIRES ET INFRASTRUCTURES POUR ENTRAINEMENT ET COMPETITION: qualité, mise à disposition, exclusivité d'emploi, entretien et préparation des moyens mis en œuvre.
7) INFRASTRUCTURES ET SERVICES POUR SUIVI MEDICAL ET ENTRAINEMENT: qualité et disponibilité du personnel médical et des entraîneurs sportifs ; contrôle du poids, et suivi psychologique ; matériel d'entraînement ; assurance et couverture en cas de maladie, d'accident et de blessure.
8) INFRASTRUCTURES ET SERVICES D'HEBERGEMENT ET DE RESTAURATION : logement et repas fournis pendant l'année scolaire, repas d'avant et après séance sportive, logement et repas fournis hors période scolaire.
9) PUBLICITE : disponibilité et qualité des personnes pouvant informer, accès aux ressources publicitaires, quantité et qualité des publications et autres supports promotionnels.
10) SERVICES DE SOUTIEN : soutien administratif et religieux, secrétariat, bureaux, équipements et foumitures, disponibilité d'autres personnels de soutien.
11) RECRUTEMENT DES ETUDIANTS EN SPORT-ETUDES : possibilité pour les entraineurs autres personnels de recruter, si les ressources financières ou autres sont également adéquates. Traitement des futurs étudiants en sport-études.