Understanding small sports under globalization : a study on women’s American football: the global dynamics of women’s American football involving Finland and the USA

With more attention given to women’s sports, this study focuses on the research gap in women's American football as a heavily under-researched field. The paper aims to examine the global dynamics of women's American football by highlighting the position of the sport in opportunities, challenges, and development process. The study investigates the environment of women's American football by asking the following questions: How is women's American football functioning in the USA and in Finland? What is the nature of international competition in the IFAF Women's World Championship? And what are the challenges and opportunities presented in women's football globally, in Finland, and in the USA? Through the lens of sports globalization, the study examines the global landscape of American football, while considering cultural aspects, economic aspects, and glocalization of sport practices. The study lays groundwork of the local landscape in the US and Finland for comparison and reflection, then it utilizes descriptive analysis in a results-oriented process of the Women’s World Championship competitions. For that, online data from relevant American football sources has been utilized. In addition, the study collects data through both online and in-person semi-structured interviews with four contributors who attended the 2022 Women's World Championship in Finland. The data from interviews is thematically analyzed according to the literature concepts of globalization in sports and sport management. The findings of the study show the impact of globalization on American football, with the sport striving for Olympic inclusion, and gaining further integration in Europe through factors such as international games, online platforms, social media, and international competition. Additionally, it is found that the management of women's American football requires attention and efforts to elements like sustainability, promotion, funding, growth and development, and encouragement of a culture of collaboration and effective leadership. Finally, the main conclusions include encouraged practices, common objectives, challenges, and possibilities of women’s American football across global actors. In addition, recommendations are provided based on the insights from the hands-on perspectives of Finnish and American interviewees who are actively engaged in various roles in the women’s football environment. Considering the Olympic aspirations of American football this study aims to encourage further research related to the sport.