ABSTRACT
Women's football in Iceland has flourished since the national team became the country's first senior football team to qualify for a major tournament in 2009. In just over a decade since, women have pushed the glass ceilings of participation, empowerment, media exposure and achievement. This chapter examines this evolution through social and societal transformation theories and the viewpoints of five women who played pivotal roles during the change. Career pathways run parallel for male and female footballers in Iceland. Clubs in Iceland are traditionally run by community organisers, who might be more driven to enact social change than clubs run as businesses. Most clubs have incorporated equal opportunity statements into their official strategies. Icelandic media has discovered that interest grows with exposure. For young women, visible role models can supercharge achievement motivation. Finally, the Football Association of Iceland has a single football strategy for males and females. That includes a licensing system, equal pay for national team players, and a marketing strategy promoting male and female stars side by side. Hopefully, the case of Iceland can encourage others to adopt a “just do it” mindset and strategies to accelerate the development of women's football.
