Jule Brand Criticizes ARD for Lack of DFB Women’s TV Coverage

When Jule Brand told Sportschau after that 5-1 win over Austria that it “wasn’t our best game,” the frustration wasn’t just about the performance on the pitch—it was also about where fans could actually watch it. The German women’s national team match, a crucial qualifier for the 2027 World Cup, wasn’t broadcast on traditional ARD television despite being available through their media library and Sportschau’s online platforms. For someone like Brand, who’s become a key playmaker for Die Mannschaft, that disconnect between team success and viewer access hits close to home, especially when you consider how many young players in communities across the U.S. Look up to her as a role model.

This isn’t just a German broadcasting quirk—it reflects a broader challenge facing women’s sports globally: the struggle for equitable media exposure. While men’s Bundesliga matches routinely secure prime-time slots on major networks, women’s internationals often get relegated to streaming-only platforms or delayed highlights. In the United States, where the National Women’s Soccer League (NWSL) has grown steadily since its inception, this dynamic plays out in cities like Chicago, where fans passionate about the game frequently express frustration over limited televised access to international fixtures involving stars like Brand or U.S. Counterparts such as Trinity Rodman or Lindsey Horan.

Seize Chicago, for instance—a city with deep soccer roots stretching back to the early 20th-century immigrant leagues and modern energy embodied by the Chicago Red Stars. At SeatGeek Stadium in Bridgeview, where the Red Stars play, matchdays draw diverse crowds from Pilsen to Evanston, united by their love for the sport. Yet when Germany faces Austria in a World Cup qualifier, even die-hard supporters might locate themselves hunting for a stable internet connection at a Wicker Park café or relying on mobile data during their L train commute to catch the action via ARD’s Mediathek—precisely the kind of friction Brand referenced when she noted the team’s performance wasn’t matched by optimal viewing conditions.

The implications extend beyond mere inconvenience. Research from the University of Chicago’s Sports Policy Forum suggests that inconsistent media coverage correlates with lower youth participation rates among girls in underserved neighborhoods. When young athletes in neighborhoods like Little Village or Rogers Park don’t see women’s soccer regularly on their living room screens, it subtly reinforces the idea that the sport isn’t for them—despite Chicago’s rich history of producing talent, from Lori Chalupny to current Red Stars standout Ava Cook. This creates a ripple effect: fewer visible role models lead to diminished grassroots engagement, which ultimately impacts the talent pipeline for collegiate and professional programs.

the economic dimension shouldn’t be overlooked. Local businesses that thrive on game-day traffic—whether it’s a Hyde Park sports bar hoping to draw crowds for an international qualifier or a Pilsen taquería sponsoring a youth team—miss out on potential revenue when matches aren’t easily accessible. Conversely, when games *are* readily broadcast, as seen during the 2023 Women’s World Cup when Chicago establishments reported spikes in daytime sales during match hours, the community benefits extend far beyond the final whistle.

Given my background in community sports development, if this media access gap impacts you in Chicago, here are three types of local professionals Make sure to connect with to advocate for better visibility and opportunities:

• Youth Sports Equity Coordinators: Look for individuals working with organizations like Chicago Youth Sports or After School Matters who specialize in designing inclusive athletic programs. They should have demonstrable experience creating partnerships between schools, parks departments, and local clubs to increase girls’ participation in soccer, particularly in communities of color. Ask about their track record securing field time or equipment grants specifically for girls’ teams.
• Community Media Advocates: Seek out professionals affiliated with groups like Free Press Chicago or the Local Journalism Initiative who focus on media equity. Ideal candidates understand FCC regulations, streaming rights landscapes, and how to mobilize public comment campaigns to pressure broadcasters for equitable coverage. They should be able to cite past successes in getting niche sports or women’s events added to local public access or educational TV schedules.
• Sports Facility Programming Directors: Target those managing venues like the McKinley Park Fieldhouse or the Jesse Owens Track & Field Stadium who control scheduling and community outreach. Effective candidates will have experience converting underutilized spaces into soccer-friendly zones and running free clinics featuring local collegiate or semi-pro players. Inquire about their ability to partner with cultural institutions—like the Mexican Fine Arts Center Museum—for hybrid sports-cultural events that celebrate Chicago’s diversity while growing the game.

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