As the U.S. Women’s National Soccer Team competes in the FIFA Women’s World Cup, their strategic public relations maneuvers throughout their contentious battle for pay equity with the U.S. Soccer Federation come to the fore. As experienced corporate law professionals understand, the verdict in the court of public opinion can often wield equal, if not more, impact than court decisions. A sentiment echoed by Hector Valle at Vianovo.
The saga began in earnest as early as March 2019, when the team – one of the most successful in soccer history – filed a federal gender discrimination lawsuit against U.S. Soccer Federation, citing earnings that were significantly less than their male counterparts despite vastly superior performance and work. The dispute eventually culminated in a tribunal in May 2020, but the initial ruling was not favorable to the women’s team.
Despite the setback, the team continued to fight their legal and public relations battles concurrently. It’s here that some compelling lessons emerge for legal professionals.
While the legal tussle raged on, the USWNT launched a potent and multi-faceted public relations strategy designed to win hearts and minds and to pressure the U.S. Soccer Federation from all sides. Their PR tactics ranged from extreme transparency about the pay disparity, public appeals to friendlies, media appearances, and partnerships with popular brands to amplify their cause. The team’s fight for pay equity wasn’t just confined to the courtroom; it was added to the national conversation on gender and wage inequality.
The cumulative effect of this public initiative was an extraordinarily successful and influential PR campaign that eventually forced the U.S. Soccer Federation to settle in February 2022, granting the team $24 million in back pay.
Reflecting on the entire journey, the U.S. Women’s National Soccer Team’s legal and public relations strategies demonstrated the immense power of public opinion in shaping legal outcomes. Legal professionals, notably those working in corporate law, can take note of the team’s expert combination of public relations strategies alongside their legal efforts, successfully turning the tide of their battle despite initial legal setbacks. It’s a reminder that winning in the court of public opinion can often translate into tangible legal victories.
For a full understanding of Hector Valle’s perspective on the U.S. Women’s National Soccer Team’s PR strategy, visit Law360.