portugal. but cbs s nancy chen reports that for a team that has won so much on the field, it s biggest win has come off of it. reporter: the biggest women sporting event is smashing records. down! reporter: but the u.s. team has already notched a massive win off the pitch: playing in their first world cup with equal pay to men. in some cases, female players had been earning just 38% of white men made per game. this is the first world cup since the equal pay victory. you are at the table for that win. what did that mean? it meant a lot to be able to achieve what we have done. we still have more progress to make and ways to go. reporter: that includes bringing in even more money to women s sports. this is actually terrible business move if you are not getting in on it, if you are not investing. reporter: fifa sponsorship has grown 150% since the last women s world cup and on tv the matches are forecast to reach 2 billion viewers worldwide and
and trying to attract a new, younger audience around the world and one of the things that we ve seen liv golf introduce is fresh ideas, a shorterformat. they ve brought in a team format into golf. they don t have a cut. and, of course, the biggest, perhaps, innovation is these huge signing on fees millions and millions of dollars thrown at players in the form of signing on fees and, indeed, in prize money as well and so, on top of that, it s brought to an end what has been a very damaging era and period of litigation as well. so, for the first time in well over a year, there seems to be some unity within the sport. i think also, its part of a much broader trend that we ve seen in the last decade or so of middle eastern investment into sports. now, talk to middle eastern countries such as saudi arabia and others and they say that this is designed to prepare these countries for a post oil world, designed to boost tourism, designed to enhance participation at the grass roots level, an
a good business move. talk to the critics, human rights campaigners and others and they believe this is just another example of sportswashing the way in which certain countries use sport to rebrand, to normalise and legitimise their reputation amid controversy over their human rights records. there s no doubt that this is changing global sport in a way that very few had imagined up until very recently. let s look at football. what effect at the moment can you say all the middle eastern and other money pumping into football has had on the british game? well, in terms of performance, if we take, for example, the investment by abu dhabi part of the uae into manchester city in 2008, that has transformed that club s fortunes on the pitch. having had more than £1 billion