Football has the power to challenge gender bias and reshape society, but only if we embed gender education into the heart of sports training and equip coaches to lead that change.
For the four countries participating in the TARGET project (Estonia, Latvia, Malta, Ukraine), this goal is still taking shape, although progress can sometimes appear modest or difficult to sustain.
According to the European Institute for Gender Equality (EIGE), the EU’s Gender Equality Index in 2024 registered a 0.8-point increase compared to 2023. Since 2010, the score has improved by 7.9 points.
Among the countries involved in the project, Malta (70.1) is closest to the EU average (71), followed by Latvia (62.6), Ukraine (61.4), and Estonia (60.8) – highlighting the continued relevance of initiatives like TARGET.
Gender Equality Index
To assess the project’s impact, a research report led by the University of Modena and Reggio Emilia (UNIMORE), in collaboration with all partners, presents compelling data on how football can serve as a tool to promote gender equality and challenge stereotypes.
Football coaches and players from the four countries participating in the TARGET project were invited to complete an anonymous questionnaire. A total of 89 coaches took part, with a gender split of 70 per cent male and 30 per cent female. Among the 143 youth players surveyed, the gender balance was reversed.
Coaches and Players
Changing behaviours
The survey, based on general data collection and tailored questionnaires on gender perceptions, revealed valuable insights into how both coaches and players experience gender discrimination.
Female respondents were more likely to report feeling judged or treated unfairly because of their gender – whether in the workplace, within families, or in educational settings.
Among the most telling findings, a significant number of both coaches and players reported altering their behaviour due to gendered expectations. Women were more likely to say they had avoided opportunities, felt unsafe, or received inappropriate comments about their appearance.
Players more aware
When asked about the scale of gender inequality in sport and society, perceptions differed markedly. Half of the coaches acknowledged gender inequality as a problem in football, compared to a striking 74 per cent of players.
In broader society, 46 per cent of coaches viewed gender inequality as an issue, compared with 71 per cent of players – a disparity that reflects greater awareness of gender dynamics among players than coaches.
Media exposure matters
Separate research by Vezzali et al. (2022) explored whether media coverage of the 2019 FIFA Women’s World Cup could shift public perceptions of gender and reduce stereotypical thinking.
Drawing on theories of counter-stereotypes and media contact, the study surveyed 2,200 participants across three continents to examine how exposure to women athletes in the media influenced perceptions of female competence in male-dominated roles.
The findings showed that watching the Women’s World Cup was associated with more positive views of women’s competence (agency) and warmth/morality (communion).
However, only improved perceptions of agency contributed to counter-stereotypical thinking, while increased perceptions of communion tended to reinforce traditional gender roles.
The study demonstrates that media exposure can help narrow perceived gaps in professional and academic fields traditionally viewed as male domains.
Among male respondents, the shift was particularly pronounced – from perceiving women as less capable to recognising them as equally competent. Female respondents already held more egalitarian views, though their perceptions also improved slightly.
The researchers argue that media content showcasing women’s skills and resilience in male-dominated environments can help dismantle stereotypes and support wider progress on gender equality.
Football as an agent of change
On the one hand, findings from the TARGET research highlight the persistence of gender inequality and discrimination in the football context, underscoring the need to address these issues both within and beyond the pitch.
On the other hand, results from the study by Vezzali et al. reinforce the idea that sport – and football in particular – can be an effective means of breaking down stereotypes and shifting societal perceptions in ways that impact both women’s and men’s lives.
These insights formed the basis for the development of the TARGET methodology – a training programme made up of on-field activities and media-based interventions, aimed at encouraging meaningful reflection and reshaping youth football culture.
By addressing gender bias early in athletes’ development and empowering coaches to promote equality, the TARGET project demonstrates that football can serve as a powerful lever for broader social transformation.
(BM)
