A giant balloon flew over the Belgian vs Iceland football match on 10 July in protest against the use of training pitches as the venue for the UEFA Women’s Championship.
The balloon, launched by betting company Paddy Power, poked fun at UEFA for hosting the match in Manchester City’s Academy Stadium, when its main Etihad 55,000-seat stadium would have been more appropriate for the fixture.
Paddy Power’s balloon was shaped as a giant arrow, pointing towards the Northwest corner of Manchester City’s Academy stadium, showing that just 650 metres away, Man City’s main stadium was free and available.
The inflatable featured a tongue-in-cheek message: “Anyone seen a stadium big enough for a Euros game?” The balloon was clearly visible by both fans and players present in the stadium. The women’s fixture sold-out to spectators but the smaller venue had hardly any seats, meaning that only 5,000 spectators could attend – ten times less than what could be fitted in the main Etihad stadium.
Paddy Power claims that many people agree that the choice of venue is an insult to women’s football. Research conducted by Yolo Research on 6 July has suggested that the public is dissatisfied with the venues chosen to host women’s Euro football fixtures.
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Two-thirds (67%) think that the venue selection showed a “lack of respect” towards women’s football. A further two-thirds (66%) state that the stadium decisions will be detrimental to the development of women’s football.
“The women’s game has progressed massively in recent years and this tournament was a great opportunity for teams to play in front of record crowds and accelerate that growth,” a spokesperson for Paddy Power said. “The fear of empty seats really shouldn’t put football bosses off being more ambitious in their stadium selection – we’re all used to a half-empty Etihad most weeks anyway!”
Belgium’s next fixture is against France on 14 July at the New York Stadium in Rotherham, United Kingdom. The women’s Euros are set to continue until 31 July.
