EDU Resources
In Iceland attendance at women’s national football team matches has been significantly lower than the men’s games, despite the women’s better results. In order to increase attendance, the national women’s team launched a series of publicity campaigns in the early 2000s. These advertisements raised controversies about explicit and stereotypical content and its use for promotional purposes. On the other hand, the debate also raised questions of discrimination, unequal pay and sexism in Football.
Is it ethical to use sensual language and imagery or use historical stereotypes for promotional purposes? Why do female football players commonly receive less pay, attention and respect than the men’s teams? How do football organizations publicly deal with issues like sexism, inequality and discrimination when they are confronted with them? These are the central questions that students will deal with in Stefan Svavarsson’s activity plan that uses the analysis of controversies to promote discussion skills and understanding of polarising topics.
In this article:
COVER Image
Girl fight, Iceland – Spain, They are back. More fierce than ever before since they must win tomorrow. The show starts at Laugardalur stadium at 18. Free entry. Everyone must show up (Copyright: Football Association of Iceland (KSI), Morgunblaðið).
Analyzing image sources to deal with controversies
The author devised this activity for 15 to 19 year old students. The presumed length of the activity is around 2 hours, with additional material for further discussions.The lesson provides clear instructions for activities in 5. steps as well as question sheets, group activities and discussion points.
Imagery sources are the central element. The activity provides teachers with a PowerPoint presentation consisting of 7 images of a publicity campaign by the Icelandic women’s football team. Each of the advertisements depicts a different portrayal of a historic event and stereotype or sensually suggestive content (e.g communism in Russia, the team posing in underwear for a photograph).
Basic knowledge of 20th century European history is required for this activity. One of the sources depicts the “Cod Wars” that are largely unknown outside of Iceland. The author provides a link to more information on this subject.
From unpleasant and sensitive topics to fruitful discussions
By engaging with these controversial advertisements, the students try to answer the questions as to what degree women have been successful in drawing attention to their game, and gain respect and equality.
The expected outcome of this source analysis sees the students ultimately dealing with difficult topics such as discrimination, sexism and inequality in football, and critically think about the ethics of using stereotypes and sensual imagery for promotional purposes.
Students learn to deconstruct controversies and social issues from different perspectives and contexts. Debating the women’s team’s advertisements and the succeeding controversy, they can improve their understanding of complex social contexts and develop discussion competencies.
IMAGE Gallery
Ball War With Britain Iceland – England, Laugardalur stadium,This time it is not about cod but a spot at the 2003 World Cup. Now the entire nation must stand together. Iceland to the World Cup! (Copyright: Football Association of Iceland (KSI), Morgunblaðið).
Solidarity against Poland, Iceland – Poland at Laugardalur stadium tomorrow at 16. Come to the stadium and let’s show solidarity in the fight for a place at the European Championship (Copyright: Football Association of Iceland (KSI), Morgunblaðið).
Find out more
You can find this and many other ready-to-use activities on the eLearning Platform Historiana. This activity has been developed by Stefan Svavarsson
RELATED STORIES You may also be interested in
Today in 1990: a match to teach the collapse of Yugoslavia
Taking the myths around the football game that is said to have “started the wars in former Yugoslavia” as an opportunity to teach critical thinking.
Florrie Redford: The Preston Munitionette
Florrie Redford was a leading pioneer of women’s football, and a star centre-forward for Dick, Kerr Ladies in the 1920s playing in England, France and the United States. Her story is about pioneering in Women’s Football.
Carmen Pomies: Football Francais Feminin
Carmen Pomies was an outstanding athlete in many sports, and one of the pioneer female footballers in France. Her life story is one about Gender history.

Latest Educational Resouces

We. We are the best
Helping students define nationalism by looking at photos of football matches and reflecting on the main expressions of it in the stadiums.

Equal Pay for Equal Play
How is the gender pay gap reflected in women’s football and what can be done to change it? How do we help students reflect on this?

Football, Colonialism, and Migration
How did football evolve over time in both the Congo and Belgium? How has football (environments) been used beyond playing a sport? This is a learning activity to help students explore these topics.

Spread of football as cultural history
Students can explore 19th and 20th century global history through the cultural spread of the game.
We. We are the best
Helping students define nationalism by looking at photos of football matches and reflecting on the main expressions of it in the stadiums.
Equal Pay for Equal Play
How is the gender pay gap reflected in women’s football and what can be done to change it? How do we help students reflect on this?
Football, Colonialism, and Migration
How did football evolve over time in both the Congo and Belgium? How has football (environments) been used beyond playing a sport? This is a learning activity to help students explore these topics.
Spread of football as cultural history
Students can explore 19th and 20th century global history through the cultural spread of the game.
LATEST POST You may also be interested in

Formation for Human Rights
A class of high school history students in Oslo was asked to create an ideal starting XI line-up based on Human Rights. Find out why and how it went.

Pass, Shoot, Goal! Football in the Jazz Age – a review
A loving fan and musician put together his two passions and created this compilation of tunes from the Jazz Age.

Mo Salah’s Song to Integration
Prayer days on stadiums, faith rooms and inclusive chants: here is how English football is adapting to a changing world.

Engage young people with football history
Engage young people through Football Makes History’s own Guidebook and Toolkit for promoting social inclusion in formal education or Non-formal settings

21 short stories of football in Amsterdam
Telling the history of a city through football stories: a celebration of Amsterdam.

Angel City FC: An in-vitro football sensation
Angel City FC, the brand new women-majority owned and run club in Los Angeles