Since I can’t come up with anything terribly profound to say after Monday’s women’s Olympic soccer epic between the U.S. and Canada, I’ll link here this morning to those who were there and had the daunting duty of putting together words to describe it.

After last year’s comeback victory by the Americans over Brazil in the World Cup quarterfinals, I thought it would be hard to top such a feat. And so it happened at Old Trafford.

As I wrote after that match a year ago, and the World Cup, the Americans’ entertainment factor transcended the fact that they’re female athletes playing soccer. This was pure sporting spectacle, and Thursday’s gold medal match against Japan at Wembley Stadium ought to be another magnificent treat.

Grant Wahl, Sports Illustrated:

The U.S. women’s soccer team has a way of doing this to you: Making you think it’s over, that there’s no way these women could possibly find a way to rescue victory from defeat. It happened last year in the World Cup against Brazil, when they galvanized a nation by somehow scoring with a man down on a Hail Mary in extra time. And it happened again here at Old Trafford on Monday. All the U.S. did was come from behind three times in the second half, erasing an epic hat-trick performance by Canada’s Christine Sinclair.

Jeff Blair, Globe and Mail, Toronto:

“It’s a shame that in such an important and even game that the ref had such an impact on it,” said Sinclair. “We feel cheated. It’s a shame that in a game as important as that, the ref decided the result before it started.”

Dan Wetzel, Yahoo! Sports

Wambach brushed off complaints about the ref as a loser’s lament and said it was in line with the relentless talking Canadian coach John Herdman did in the build-up to the game about how the Americans use “illegal tactics” such as setting picks on set plays.

Bruce Arthur, National Post (Canada)

Canada should remember this. The Olympics are stuffed with sports we care nothing about, and with athletes we only know every four years, but they’re packed with something else, too. They matter so much to the people competing that they get to us. And so when Simon Whitfield runs to gold in Sydney, we remember. When Joannie Rochette skates her heart out for bronze, we remember. We should remember this.

Michael Lewis, Newsday

If they gave out awards for Olympic drama queens, the U.S. women’s soccer team would get a gold medal.

Cathal Kelly, Toronto Star

We celebrate victories, but we also celebrate classics. If all those great Canadian triumphs we like to talk about — from ’72 onward — were celebrations, this team’s 4-3 loss at the Olympics was Lear on grass. It was Macbeth. It was a great tragedy. Emphasis on “great.”

Hope Solo is once again in the news for some of the wrong reasons – being warned for a positive test for a substance she takes for pre-menstrual purposes and discussing athletes’ debauchery at the 2008 Olympics.

The U.S. women’s national soccer team goalkeeper is either a breath of fresh air or hot air, depending on your point of view (or perhaps some of both). In a profile in The Daily Beast this morning, she’s just as blunt about the life of a professional female team-sport athlete, and what she has to do to pay the bills and raise awareness for her sport.

While some leading women’s sports advocates bemoan this state of affairs — especially when it comes to supposedly suggestive magazine poses — Solo is living in a very different world. As she tells Andrew Romano:

“My soccer salary would only make me an average living. So we can’t just market to little girls constantly. We need to start selling tickets to the masses. To middle-aged men. To all walks of life. At the end of the day, these stupid photo shoots are about bringing more recognition to the game, getting bigger contracts, and putting ourselves on the same level as the men.”

The recent demise of the Women’s Professional Soccer League, where Solo made her living for the last three years, has prompted some sobering discussion of the possibilities, and immediate realities, of her sport.

These are first-world women’s sports issues, of course, and with the London Olympics less than two weeks away, more attention will be paid to the first female Olympians from Saudi Arabia and the debut of women’s boxing.

It’s also the first Olympics in which American women will outnumber their male counterparts, a fact that has received plenty of Title IX clucking on these shores. But the alleged flip side to all this good news, as Jeré Longman of The New York Times surmises, is this:

“Women also continue to be sexualized in the marketing of their sports. Both badminton and boxing considered requiring women to wear skirts but backed off in the face of widespread criticism and ridicule, making skirts optional.”

This is hardly the first time Longman has parroted the agony aunts of women’s sports I profiled in “Beyond Title IX.” Now he just takes it upon himself to speak for them, and by their own presumptuous logic, all female athletes.

It’s this silly and trivial obsession over attire, and posing, that generate far too much attention in major American press outlets, oblivious to the realities of women athletes and their everyday pursuit not only of Olympic glory, but for the means to continue to do what they love.

This is no attempt at objectivity. I know that others will point to the ugliness — in particular the Penn State tragedy — as the biggest sports story of 2011, at least in the United States.

In Canada, it well may be the deaths of professional hockey players and a long concussion-related layoff to Sidney Crosby, the game’s biggest star that triggered debate about the future of fighting in the sport.

Around the world, I can’t imagine anything topping Lionel Messi’s continued brilliance for Barcelona.

As for me, I can’t get enough of this, and probably never will:

I blogged about the significance of this moment earlier this week. A couple of weeks ago, there was plenty of debate here about the professional prospects for women’s soccer, and I do hope they get brighter eventually.

That marvelous day in Dresden resonates for me more than anything else that happened this year, because of what I write about on this blog most often.

This week I’m reposting some of my entries from this year that not only are my favorites but that I thought really resonated as well.

The U.S. women’ s soccer team captivated the nation for a few days last summer with its run to the Women’s World Cup finals. But unlike the 1999 team, this one wasn’t touted for being role models for young girls, nor was it presented primarily for the benefit of the “ponytailed hooligans” from 12 years before.

(Nothing wrong with any of that, but the travails of women’s pro soccer since then have shown that it takes a lot more than a feel-good story to make a professional venture stick. As I wrote recently, too many of the wrong assumptions and sentiments are still being cited.)

This past summer, these American players were fully adult, edgy, even controversial women, some of whom were trying to rid themselves of a painful past. All they did was put on a hell of a good show. It was a quintessential example of great sports entertainment.

Red-blooded American men who normally wouldn’t pay much attention to women’s sports or soccer tuned in as if it were the Super Bowl.

From July 20: Free at last: letting women’s sports grow up.

Enjoy.

The heartfelt, grassroots effort to save the financially embattled Women’s Professional Soccer league from extinction was well underway last week when one of the architects of that league poured a heavy dose of cold reality onto what has been an emotional situation.

The U.S. Soccer Federation is set to hear today the request of WPS officials to re-sanction it for a fourth season. Specifically, it will be asked to extend a waiver allowing it to continue below the eight-team minimum for Division 1 men’s and women’s professional soccer.

(Here is a good overview of the situation from Jenna Pel of the excellent women’s soccer blog All White Kit.)

With the recent dissolution of a Florida-based franchise to get rid of a troublesome owner, WPS is down to five teams.

Peter Wilt, a front-office veteran of WPS and Major League Soccer franchises, wrote in a thoughtful, detailed post at the Pitch Invasion site that perhaps WPS needs to die in order to save the idea of women’s professional soccer in North America:

“It’s ironic that WPS’ cause of death will be the same as its predecessor WUSA. WPS thought it learned lessons from WUSA and spent much less than WUSA. WPS indeed did spend less than WUSA, but was dealt fatal blows on two accounts: 1) revenues fell in proportion to expenses and 2) ownership wealth had been replaced by passion. Passion can’t pay the bills.”

Bingo.

I covered WUSA (Women’s United Soccer Association), which grew out of the passion and the feel-good story of the 1999 Women’s World Cup. WUSA lasted just three years because of financial, attendance, marketing and other reasons. While I am less familiar with WPS, the business model parallels offered by Wilt, the former president and CEO of the Chicago Red Stars, which left the WPS this year for the semipro Women’s Premier Soccer League, are rather striking.

His restructured system would have up 20 teams and “a coast to coast imprint for the sport.” His financial ideas for reshaping the structure of the women’s game would seem to some as a step back into the wilderness, especially for players’ salaries. He admits that this move, along with lower operational costs, would take a hit in the image department:

” . . . but the reduced expenses are needed to bring fiscal sensibility to the business. Increasing the number of teams will result in a growth of the base, get more people involved as investors, players, administrators and cumulatively as fans. Critical mass of teams will ultimately generate more interest from sponsors, supporters and broadcasters in the future at which time teams can justify increases to their operational and player compensation budgets.”

Wilt also is suggesting that the existing minor league structure and the USSF get things going, with MLS to take over the revamped women’s circuit after the first year. This, too, would be novel, given how both WUSA (which rejected a business plan written by an MLS executive at the request of the USSF) and WPS have insisted on independence.

Very rarely in the Save WPS effort (soccer journalist Beau Dure has collected “vigil” links) is any mention of the business of women’s pro soccer. Instead, the appeals are all emotional. Billie Jean King retweeted a follower’s plea: “don’t let dreams die & hearts break! pls sign & spread the word!”

As I wrote on Pitch Invasion two years ago, so many who want women’s soccer to succeed have been wrongly pushing the buttons of passion and the sport as a cause instead of producing hard-headed business solutions. Sadly, this mindset hasn’t seemed to change, especially from women’s sports supporters.

While WPS may point to a petition drive on the change.org website as evidence of fan support, ultimately a gesture like this just isn’t going to cut it, no matter how well-intentioned.

I don’t blame the USSF for keeping WPS on its toes a little. I’m not buying complaints from some in the women’s soccer community and elsewhere that the USSF hasn’t done much to back the women’s game. Certainly it can do more and I think it should and will re-sanction WPS.

What the federation ought to do next is take a serious look at the Wilt proposal and follow the “collaborative and unselfish” approach he suggests. For this isn’t about the fate of a league, but something much larger.

Just as the Japanese team began celebrating its victory in the Women’s World Cup on Sunday, soothing Tweets sprang forth to summarize the impact of the gallant U.S. runners-up. One declared that “little girls everywhere win today,” while another proudly proclaimed the Americans “role models for all.”

Except that these two individuals — it should be noted that they are prominent women sports journalists — were Tweeting like it was 1999.

Then there was a leading women’s sports activist opportunistically Tweeting about how “Title IX Rules!” although the success of American women’s soccer, as I wrote here on Saturday, is attributable to other factors as well.

Fortunately, these responses were not very commonplace. For they completely missed the point about why this World Cup turned on Americans.

Ever since that glorious summer 12 years ago, women activists and sportswriters have fed us a steady party line about the designated beneficiaries of the ” ‘99ers” and their legacy. The apple-cheeked “ponytailed hooligans” of America finally had grown-up women to look up to. Feminist advocates had a Woodstock-like event to validate their work, embodied in the “cloth symbol of Title IX’s success” deemed to be Brandi Chastain’s black sports bra.

But the persistence of this sunny, preadolescent point of view also has made it difficult in the years since to mature in how we look at women’s sports. Especially team sports that are a relatively new thing when it comes to spectator appeal.

The prevailing message of 1999 made it clear that women’s sports, and women’s soccer, was all about young girls being inspired by their adult “role models” who once upon a time were “Title IX babies” themselves. Indeed, this is how the Women’s United Soccer Association was marketed, and while this wasn’t the only reason the league folded after just three seasons, it was a major miscalculation.

Its successor, Women’s Professional Soccer, launched in 2009 trying to reach out to an adult, and even male, audience, and there indeed were men hoping for this to happen, for no other reason than to cheer on edgy U.S. goalkeeper Hope Solo:

“For some reason, people want to think that we’re girls next door, who all get along and go shopping at the mall together. Treat us like professional athletes.”

For the last week or so in Germany, they and plenty other men and women did exactly that, thrilled to comeback wins over Brazil and France that fed into a familiar American sports narrative. The U.S. team also resonated with real, adult, human storylines, from the internal banishment of one of its stars at the last World Cup to digging out a last-ditch playoff win to qualify for this one.

Yet the relentless preaching by sports feminists that women athletes are paragons of virtue, unsullied by filthy lucre and bereft of competing personalities, always finds a bullhorn. Bill Plaschke of The Los Angeles Times hands it over to Donna Lopiano, who clucks uncritically about why females athletes rule, and men just have cooties, apparently:

“Money breeds corruption, money breeds laziness and arrogance, all those things you don’t like to see in your star athletes. You are less likely to see that in the women’s games, where there is a lot more sense of appreciation than privilege.”

Has it ever occurred to Lopiano that Solo, Abby Wambach and other WPS stars labor in a fledgling league with no better options, and not because of her ideal of glorified amateurism? Does she really think that women would maintain their humility if they were making some truly big bucks?

This smugness also insults men’s teams with superstars and high payrolls that still embody everything she idealizes about women. Since we’re dealing with soccer here, Dr. Lopiano, meet FC Barcelona.

Just entertain me

The notion that women athletes can catch on with the larger public because of their supposed female rectitude and status as “role models” has proven to be a faulty one. In the moments after the World Cup final, the basketball blogger Bethlehem Shoals summed up the weariness of feminist lecturing:

“Guys, both teams came away with a moral victory here. And that’s what women’s sports are all about, right? Teaching values?”

But most of the post-mortems were refreshingly dogma-free. The soccer blogger Brian Phillips, writing for Slate, polishes off the cross from Megan Rapinoe:

“But the real good news for American women’s soccer is cultural. Thanks to the catharsis of the Brazil game and their careening progress through the tournament, the team managed to capture the nation’s attention without ever having to be a symbol for anything. Unlike the 1999 team, this year’s American women weren’t serving as role models for a nation’s daughters or nurturing a country through a presidential crisis. They weren’t offering a corrective counterexample to the greedy/childish/immoral superstars playing men’s sports. They were just more or less kicking ass, as dramatically and unpredictably as possible. Yes, the Obamas watched the game and the TV commentators loved the team’s determination and chemistry, but the Americans were charismatic in part because they were at least a little edgy. If I had a daughter who acted like Hope Solo, I’d be terrified, which is exactly why I love Hope Solo.”

As I wrote last week, this team captivated simply because it entertained. No more so than in the final, as gut-wrenching as the outcome was on our shores:

“It had everything. It lifted you and crushed you and wore you out. Over 90 tense minutes of regular time and 30 tenser minutes of extra time it went. Anxiety, exhilaration, jubilation, despair. Every emotion bloomed and bottomed. The nerves of an entire sports season felt compressed into a few hours on one July day.

“The game was over, then it wasn’t. The game was over again, then it wasn’t again. Momentum would arrive and get ripped away like a rug. Finally it came down to penalty kicks—always a cruel solution—and Japan prevailed.”

Now the arguments — all in the name of equality — are whether the Americans “choked,” and whether those who say no aren’t giving them kid-glove treatment because they’re women.

I’ll let my friend Clarence Gaines make the case that there is honor in losing and point out one final thing:

Welcome to the arena, ladies. For better or worse, expect more of the same. Plenty more.

It’s understandable that Title IX advocates are jumping on the U.S. women’s soccer team’s bandwagon as hard as they did 12 years ago. Then as now, American players roused their nation to care, at least for three weeks, about two things which were unlikely to gain mass attention, especially together: soccer and women’s sports.

Here we are again, on the eve of the U.S. match against Japan in the Women’s World Cup final, and the Title IX refrains are growing ever stronger:

– The National Women’s Law Center, naturally

– The Village Voice

– The Huffington Post

– The Santa Fe New Mexican

– Newsday

You get the drift.

It isn’t that these assessments are incorrect.

It’s that they are incomplete.

While Title IX has spurred the growth of women’s soccer and other sports in the United States, it is far from being the only major factor at work here.

Youth soccer leagues were sprouting up in the late 1960s and early 1970s, inspired by the creation of the North American Soccer League. All across American suburbia, girls were starting to play the game at the same time as boys, making it one of the few sports in this country that can make that claim.

It’s a rarely acknowledged fact that American women’s soccer icon Mia Hamm made the U.S. national team at the age of 16, just as her high school days were beginning and well before she played college soccer at the University of North Carolina. The same goes for Kristine Lilly, her UNC and U.S. teammate for many years and who only recently retired.

They were grounded in youth leagues before the scholastic level subject to Title IX had developed. Their national team coach later was their coach with the Tar Heels. Anson Dorrance, the legendary architect of women’s soccer on so many levels in America, had seen both Hamm and Lily at elite youth tournaments, which in several sports for females still remain more fertile developmental and recruiting grounds than the high school scene.

After their college careers were over, and with no pro league in the U.S. at the time, Hamm, Lilly, Julie Foudy, Brandi Chastain and other key figures of the celebrated 1999 World Cup-winning team benefitted from extended residency camps that few women’s national teams enjoyed. This created the atmosphere for their famous team-first ethos, and gave them time to develop first-rate fitness levels and their competitive edge.

These are the traits, handed down, that Abby Wambach, Hope Solo and Megan Rapinoe are demonstrating with thrilling effect for us now.

In one of the few recent media pieces on U.S. women’s soccer that doesn’t mention Title IX, Chris Sprow of ESPN The Magazine explains how these dynamics reflect an American competitive spirit that Wambach cited after her dazzling goal against Brazil and that’s long been the province of male athletes. It shouldn’t be a surprise that this also is why the U.S. run in Germany, as well as that of the ” ‘99ers” before them, has caught on with the American public.

The “head start” American women got years ago helped make the difference in gripping quarterfinal and semifinal wins, respectively, over Brazilian and French teams with splendid talent (except at goalkeeper) but that lack conditioning, resilience and proper backing from their national soccer federations. (The Los Angeles Times also delves into this.)

And I think I understand what Sports Illustrated’s Grant Wahl is trying to get across here:

“If the ‘99 Women’s World Cup was the ultimate vindication of Title IX in the U.S., this year’s tournament is exporting Title IX on a global level.”

The crowds have been great in Germany, and still good even after the home team was stunned in the quarterfinals. It’s just that when we get so giddy about women’s soccer and women’s sports (and these occasions are rare) we’ve been conditioned to think that there’s only one thing responsible.

But to take apart that sentence literally, Title IX needed no “vindication” in 1999; its current sports compliance provisions were rendered ironclad a few years earlier in the Cohen v. Brown case that reached the Supreme Court. And since there is no Title IX outside of the U.S., the development of women’s sports around the world proceeds in ways and with cultural realities that Americans simply cannot fathom. But even our women’s sports “exceptionalism,” to borrow from Sprow, has its limits at home.

After Sunday, the U.S. players will return to play in the three-year-old Women’s Professional Soccer league, which is struggling along with six teams and has issues that, in the words of soccer journalist Beau Dure, “no goal in Moenchengladbach can solve.”

Its predecessor, the Women’s United Soccer Association, folded right before the 2003 Women’s World Cup, a deflating blow to the next phase of the growth of the sport. As women’s soccer blogger Jenna Pel noted this week, since 1999, the U.S. team’s only major titles have been at the 2004 and 2008 Olympics, with no fully professional league bridging those years.

What is vital is for WPS to get more than a short-term, post-World Cup boost. This is about approaching women’s soccer, and women’s sports, as a business, which doesn’t fit the mission of women’s groups that have made Title IX the focal point of their advocacy.

Yet after all the euphoria about the latest Title IX success on the soccer fields has died down, the challenge of ensuring that these American stars can continue playing on those fields professionally and keep the U.S. team ahead of the game will have nothing to do with the law at all.

A question often raised about women’s athletics — and it’s usually posed as a rhetorical one — resurfaced recently following a suggestion from a WNBA coach that her players might just be too “nice” when the reality of competitive sports gets a little nasty:

“Could women’s sports use some bad girls?”

The attempt at an answer revolved around the usual ingredients: Among women athletes in general, there are much lower instances of self-absorbed, narcissistic comportment during games and controversial personae away from them. Rare is the story of a female athlete in trouble with the law.

The writer above, Chicago Daily Herald columnist Patricia Babcock McGraw, a former basketball player at Northwestern, is clearly on the side of better behavior, but she is also careful to repeat the all-important mantra that female athletes ought to serve as “role models” (plenty more on that in a bit).

Yet there’s still this nagging question that she seems to understand works against her preference:

“Would women’s sports get more of a following if the athletes were edgier, more outspoken, more brash?”

In praise of the human carnival

The answer may have been provided on Sunday during the U.S. women’s soccer team’s epic victory over Brazil in the quarterfinal of the Women’s World Cup.

What was on display — in addition to Abby Wambach’s ferocious extra-time equalizer — was the stuff that makes sports so compelling for fans: High drama, intrigue, controversy, dubious sports(wo)manship and ultimately, a comeback for the ages.

This involved all females, including the Australian referee, in a sport about which Americans are generally indifferent.

It was pure spectacle, with a healthy dose of American sports patriotism/exceptionalism thrown in, as is the case during the Olympics.

Above all, it was entertainment. Incredibly memorable entertainment.

That’s a word that rarely crops up in discussions about women’s sports, especially at the professional level. Even in the 15-year-old WNBA, the default mode for talking about how to broaden its audience revolves around the “role model” ideal. New WNBA president Laurel Richie mentions this repeatedly as she makes her way to all 12 league cities this summer.

While watching Minnesota Lynx rookie Maya Moore torch the Connecticut Sun for 26 points over the weekend, Richie rattled through the same litany of praise during a telecast on NBA TV. Yes, Moore is humble and is the perfect emobidment of what Richie and others in women’s sports desire above all: A great player who’s also a “good girl.”

But as I watched Moore, all I could blurt out was: “This woman’s going to tear this league apart. Absolutely destroy it.”

Her entertainment value is undeniable because of the way she plays the game. Moore’s blend of supreme skill and burning desire have already rendered her one of the best players in the history of women’s college basketball. She’ll likely have the same impact as a pro and as an Olympian. She is a basketball purist’s dream.

Yet somehow that’s not enough.

For the “role model” burden is a product of a women’s sports movement that preaches the urgency of teaching young girls well, in hopes that they will soon follow along. And further the claim that they can provide a morally superior alternative to the male sports culture feminists loathe.

While it is a good thing to exhibit good behavior and teamwork, respect for opponents and the games they play, the extent to which this demand is made also has the effect of making women athletes one-dimensional characters. It denies the reality that they are human beings, filled with the same contradictions, grievances, anger and unbecoming traits as men. Women may act out them out differently, and I’ll set aside for now the issue of whether that’s due to real gender distinctions or social conditioning, or some of both.

Role models or robots?

What is noticeable is how the desire to be “good girls” is a strong notion among many female athletes. They’ve learned well the lessons of their foremothers about being wholesome role models, instead of scantily-clad models in racy magazine pictorials emphasizing looks over athletic talent.

The rare cases of bad deeds off the court get a good denunciation within The Sisterhood as well. When WNBA star Diana Taurasi was charged with DUI two years ago, ESPN.com columnist MeChelle Voepel was especially harsh, suggesting Taurasi should be banned from the league’s all-star game. This is more than just another case of a sportswriter preaching morality at an athlete. Taurasi’s offense apparently was against not only the Phoenix community, but her team, league and sport as well:

“She is the first truly high-profile WNBA player to get in any serious legal trouble.

“Considering what a popular, visible and vocal presence she is for her franchise, the league and the sport of women’s basketball, this is as much a worst-case scenario as the WNBA hopes it ever has to deal with.”

Taurasi’s brash style is comparable to that of U.S. goalkeeper Hope Solo, whose outburst after being benched in the 2007 Women’s World Cup semifinals catapulted her into a different kind of female athletic notoreity.

As Sports Illustrated writer Grant Wahl examined prior to the 2008 Olympics, Solo was frozen out by her teammates, not allowed to be in uniform or on the bench for the third place game and even the team’s flight home from China. He addresses the sisterly bonding established by the celebrated 1999 U.S. Women’s World Cup team that the fiercely independent Solo breached:

“No episode in U.S. women’s soccer history has convulsed the team more than the Solo saga, which has strained friendships and sparked fundamental questions about the nature of women’s sports. Did Solo’s outburst violate a team-first ethos that was a cornerstone of the U.S. women’s appeal and success, or was that mentality naive in the first place? Did her punishment fit the crime? And would it even have been imposed on a men’s team? ‘In England guys get in fights and arguments all the time, and usually within an hour or by the next day everything’s fine,’ says former U.S. men’s keeper Kasey Keller, who has played 17 seasons in Europe. ‘But to be completely ostracized? I’ve never heard of anything like that.’ “

And yet the meme of innate female virtue persists. In last Sunday’s game, Brazilian defender Erika feigned an injury that ironically might have yielded the Americans enough stoppage time to score. In The New York Times this morning, Jeré Longman referred to recent research claiming that women do things like this very rarely, as compared to male soccer players. Former U.S. captain Julie Foudy, now ESPN’s lead Women’s World Cup commentator:

“Men have a tendency to draw the foul much better than women. They know and understand pressure, when to go down even though they’re not hit hard. Some are brilliant at it. Women play far too honest sometimes. They take the hit, ride the tackle and stay on their feet. I do think that will change.”

Just let them be

Ironically, one of the teammates most adamant about banishing Solo in 2007 was Wambach. After beating Brazil, they appeared together on the ESPN Women’s World Cup set from Germany, talking about the mutual respect they had developed.

They’ve shared the same amount of sporting hell and now glory together, the staples of all great compelling sports entertainment. Braced around Wambach’s heroics were Solo’s moments: She saved a second-half penalty kick, only to have Brazil given a retake because of an encroachment call that has not been fully explained; in the penalty kick phase she made the clinching save.

This is the sort of thing that draws people to sports. Too see athletes struggle, and lift themselves back up, and the way the American team did, and not just against Brazil, but over the last four years, has been mesmerizing.

While I was covering the 1999 Women’s World Cup — still the best gig I’ve ever had — the euphoria of an unexpected moment was intoxicating. So was the too-good-to-be-true saga of the girls next door, hoisted as perfect “role models” for all the little girls of America and beyond.

This was employed to create the first fully professional women’s soccer league in the world. Longman again, following the demise of Women’s United Soccer Association, with blunt post-mortems from sports marketers:

“In other words, if the league had played down ’sugar and spice’ wholesomeness campaigns meant to attract 8- to 12-year-olds, and sold the concept of the players as strong women, the W.U.S.A. could have kept the youth audience and also made itself relevant to a much wider group of adolescent girls and young women.”

When WUSA’s successor, Women’s Professional Soccer, had barely gotten underway in 2009, there were calls to draw paying spectators with an appeal to social activism. Having covered the WUSA, I responded very emphatically that this wasn’t going to cut it either. Women’s sports has got to stop being about a cause, and at the pro level needs to be treated as a business. The business of sports entertainment.

What’s going to sell women’s sports in the long haul will not be an incessant appeal to virtue but rather to sparkling, dramatic entertainment that attracts adults and youngsters alike. As a female marketing friend who’s a fan of women’s sports often tells me, people don’t watch or buy tickets to sporting events to see role models. They want to be entertained.

It’s not a matter of needing more “bad girls” but rather allowing women athletes to be the fully human, adult creatures they are.

You don’t have to get all worked up like David Zirin does (and this he does about most anything related to culture and sports) to see how FIFA is missing a magnificent opportunity to be a global agent for positive change. For a change.

The international soccer governing body’s tumultuous summer took another regrettable turn last week when it barred the Iranian women’s national soccer team from a major qualifier for the 2012 Olympics because the players compete in headscarves.

This violates FIFA’s policy against such attire, and Iran was forced to forfeit its match to Jordan, dashing its hopes of getting to London. Even Jordan’s Prince Ali Bin Al Hussein thinks this has gone too far, and has offered to mediate a resolution.

FIFA took this action on the heels of the dreadful re-election of boss man Sepp Blatter and allegations of bribery that have marred it in the worst scandals of its history, and that’s saying something. Appointing Henry Kissinger and Placido Domingo to the new “Council of Wisdom” won’t make the graft go away, nor will it offer anything of note beyond perhaps some good music.

Neither does Iranian president Mahmoud Ahmadinejad deserve much praise for accusing FIFA of being “dictators and colonialists who want to impose their lifestyle on others.” He’s been rather good at doing that to his own people.

But it is a damning statement on the state of FIFA at a time when its reputation couldn’t be worse.

While soccer’s status as the world’s most popular sport has given Blatter the cover to be his own dictator, he’s been a poor steward in fostering the growth of the women’s game.

As the United States won the 1999 Women’s World Cup, there Blatter was on the platform with the trophy winners, prompting his many refrains that “the future of football is feminine.”

Except that in the 12 years since, it doesn’t appear to be anything more than what he intended at the time: A cheap and easy slogan, cashing in on a landmark moment. There are now age-group competitions for women, which is a good thing on one level. But on another, this has only expanded Blatter’s global network of patronage that maintains his power. It is, for the most part, a rather sorry all-male contingent.

Consider this: There is not a single woman on the FIFA Executive Committee, the group that chooses World Cup venues and that has been embroiled in the scandals. FIFA does have a Committee for Women’s Football, but its top two officers are men. Strangely enough, FIFA insists on all-female representation only in refereeing crews for its women’s international tournaments.

And yet Blatter still has the temerity to proclaim, as he did at the Women’s Under-17 World Championships last year, that the sport can liberate women.

FIFA’s headscarf policy, and its governing structure devoid of females in any position of authority, has had the effect of squelching them.

Women in Iranian society have shown their passion for soccer often enough for the frightened mullahs and government to bar them from going to stadiums and even movie theatres to watch games. All across the Arab and Muslim world, women are taking part in demonstrations to open their societies.

In some countries there, leaders are seeing the value in opening up the fields of play for women. Qatar, the controversial winner of the 2022 World Cup sweepstakes, started a women’s domestic soccer league — in part to woo over the European-dominated Lords of FIFA — and will be sending women athletes to the Olympics for the first time in London. Question the Qataris’ motives if you will, but they are encouraging women to get in the game.

(I’m sorry, but Secretary of State Hillary Clinton’s girls soccer initiative launched this week won’t have the impact of a meaningful FIFA women’s soccer program that would tap into the organic growth of the game. This just looks like more America-knows-best preaching.)

In a sense, FIFA is acting the same way by requiring those from a different culture to meet its Western-based standards of dress. Iran’s women, who have been victimized enough by their own rulers, are now being denied the chance by FIFA to make a poignant statement against that very oppression. FIFA and Blatter need to understand that opening the doors of competition to women from countries like Iran is the first order of business. If FIFA had any women on its most powerful committees, they might have been able to advise them that the simple act of getting on the field, with or without a hijab, would be undeniably powerful and hard to reverse.

Start there, and then work on the cultural differences. Better yet, respect them. All FIFA has done is make Ahmadinejad seem more reasonable and enlightened by comparison, and that’s not easy to do.

Later this month, another Women’s World Cup gets underway in Germany, another reason to lament the timing of FIFA’s action. There will be no countries from the Middle East: Asia’s representatives are Japan, North Korea and Australia.

Arab and Muslim women will see no glimpse of women like themselves. Unless FIFA reverses its policy and gives the Iranian team another chance, the same is likely to be the case in London.

That would be bad not just for women’s soccer. It also would be a tragedy for women living in that part of world who may yearn for a different life, but have little to inspire them to try.

UEFA, the European soccer governing body, has commissioned a British academic to study the development of the women’s pro game there that dates back to 1971, the year before Title IX was passed. A report will be released next year to coincide with the Women’s World Cup in Germany.

A full-fledged English women’s “SuperLeague” is slated to begin next year after delays that include the recession and serious financial issues plaguing top English clubs that also field women’s teams.

Women’s soccer is a blip on the radar compared to the men’s game, especially during a World Cup year, but this is a crucial and encouraging time for the development of the game internationally. The Women’s Under-20 World Cup begins next week in Germany, and the U-17 tournament takes place in September. Both of these events have been created in just the last few years so it’s too soon to tell how they’ve ramped up growth in parts of the game where the women’s game remains woefully underdeveloped.

• The disparities between women in sports in developed countries and those elsewhere remain steep. A Kenyan woman frets that the legacy of the first World Cup in Africa won’t seep into the women’s game; but she points out her male counterparts have suffered from corruption and poor organization for years.

• A blog I have not heard of before, Mister Women’s Sports, examines some of the fuss I’ve caused in my recent Title IX post and thinks both I and my adversaries can use a little bit more perspective.

• I’ve been doing this for years, but it never gets old: I’m rediscovering the thrills that many bloggers, researchers, journalists and authors find so addictive in coming across long-lost newspaper stories, documents and other information that makes being a writer such an enriching experience.

A couple of examples: A 2000 story in the Village Voice about female athletes who dare to undress. And this one, from The New York Times in 2002, about limits placed on male sports participation because of Title IX concerns.