Culture
Nouhaila Benzina Is Playing For More Than Just A Trophy
The 2024 Women’s Africa Cup of Nations kicked off earlier this month, after being postponed for 12 months due to the 2024 Paris Olympic Games, as hosts Morocco battled Zambia to a 2-2 draw. But beyond the significance of this tournament, where women’s football continues to take leaps and bounds, one particular story comes to the fore.
Player expression on the field is usually limited to sock length, headbands, hairstyles, wrist tape, and boots. And while some may perceive this as purely aesthetic, many footballers argue that the modifications they make on the pitch are targeted at making them as comfortable as possible, ultimately aiding performance. But for some, their presentation on the pitch is not just a reflection of their true self, rather a continuation of their everyday life.
Nouhaila Benzina, who plays her club football in Morocco’s domestic league with AS FAR, made history as the first player to wear a hijab at a senior international tournament during the 2023 World Cup. The 27-year-old is a regular feature at the heart of the Moroccan defence, and she achieved global recognition when she wore the hijab on the biggest stage in world football. For her it was no more than a continuation of her daily commitment to her faith, a symbol of her religion. However, the impact this had on the footballing world was seismic.
A symbol of her unwavering faith and love for the game, the hijab represents a core facet of her identity. The hijab is a head-covering worn by Muslim women which serves as an identity which reflects their modesty and faith, ‘Iman’, and is an outer manifestation of their inner commitment to worship God. Despite not publicly speaking about her decision, just wearing it on the biggest football stage was a major milestone in widening visibility and participation and making the beautiful game accessible to all.
However, a closer look at football’s relationship with the hijab reveals a chequered past.
In 2007, 11-year-old Canadian Asmahan Mansour attempted to wear a headscarf on the pitch but was refused permission to play by the referee, and rather than removing it, her and her team opted to withdraw from the tournament. The issue was initially picked up by the Canadian Soccer Association and was then accelerated to FIFA, who upheld the decision and banned all head coverings on the premise that they posed ‘a safety risk’ for players — entrenching the referee’s justification for excluding her.
Despite FIFA initially citing “religious symbolism” as the reason for banning head coverings, the prevalence of tattoos, signage of the cross and goal celebrations by prominent male footballers meant the ruling would be challenging to enforce. As a result they stuck with their arbitrary justification of “health and safety,” consequently preventing a significant community of footballers from playing even at grassroots level — forcing them to pick between their faith and the sport.
Many across the globe rose against the ban, including Moya Dodd, formerly of the Asian Football Confederation, and Prince Ali bin al-Hussein of Jordan, the then vice-president of FIFA and head of the Jordanian Football Association.
Eventually, in 2014, FIFA chose to lift the ban, enabling female players to wear head coverings for religious reasons. But unfortunately, despite the governing body’s decision to reverse the ban, numerous countries and federations have persisted with the ban on head coverings.
France in particular has received criticism, as the FFF continue to uphold the ban on head coverings. In October 2024, United Nations experts condemned the ban that prevented “any sign or clothing clearly showing political, philosophical, religious or union affiliation,” as “disproportionate and discriminatory.”
The justification of the ban seems to be rooted in the French principle of laïcité, or secularism, which is embedded in the French constitution as the principle of secularism that ensures the separation of religion and state. It emphasises the neutrality of the state towards all religions and the freedom of individuals to practice their beliefs, or not, as they choose.
However, given the disproportionate impact on Muslim female players, numerous organisations have contested the ban, with local collective Les Hijabeuses campaigning against the FFF’s decision. In 2023, they took the FFF to court to challenge an outright ban on the hijab, introduced in 2020, but they were ultimately unsuccessful in their appeal as the French courts declared the regulation “suitable and appropriate.”
As women’s football continues to grow, efforts to make the game more accessible must focus on the infringement of religious freedoms and expressions if the game is to be truly inclusive and accepting of all. Not only do the restrictions marginalise a large community from being able to play the game, but raises the question of who is truly included in the sport at the elite level.
Benzina’s decision to wear the hijab has continued to be a major source of inspiration for millions of young Muslim female footballers around the globe, as she becomes a symbol of what the game should be — inclusive and accessible. Such was the impact of her appearance at the World Cup, cemented as EA Sports released an update in FIFA 23, which added the hijab to the game for Benzina.
At just 27 years old, the defender has forged her legacy in the beautiful game. Unwavering in her faith and her love for the game, she epitomises the importance of self-expression in football. And as she chases glory with the national team throughout WAFCON 2024, there can be no doubt that shifting perceptions and inspiring millions with every appearance, she is already a winner.
The inaugural Como Cup came to a fitting conclusion on Sunday evening as the hosts lifted the trophy, courtesy of a convincing 3-0 over Ajax, with an impressive drone show during the trophy presentation, the cherry on top of an event that has set the bar.
The pre-season tournament was part of Football On The Lake, a five-day festival that intertwined football, culture, and music in the iconic setting of Lake Como.
Invitees included Celtic, Ajax, and Al-Hilal, bringing some of the biggest names in football to the most iconic setting in the game — with Riyad Mahrez, Ivan Toney, Franck Kessie, Sergi Roberto, Nico Paz, Rayane Bounida, and Kenneth Taylor all competing for the ultimate prize.
While the hosts will be emboldened by their triumph, the festival represents a wider shift in the relationship between football, culture, and music. The first of its kind, Como 1907 have become a trailblazer, recognising the value of intersecting different mediums through the lens of football.
However, the performances on the pitch weren’t the only highlight of the week, as iconic artists such as Becky Hill, Sick Luke, and DJ Patrick Nazemi were on hand to keep supporters entertained in between matches.
High-profile guests, including Giggs, Avelino, and ASAP Nast, not only raised the profile of the event, but they also reminded us of the power of intertwining various cultures, with the crossover for the summer proving that football belongs to all.
Como’s grip on the culture was further evident, with Creative Director Rhuigi Villaseñor, founder of American fashion house Rhude, a prominent figure throughout the week. Not only was he present for the trophy presentation, but a pop-up shop in Como offered attendees the chance to get their hands on one of the flyest football x fashion collaborations in the game. Since joining the club, Rhuigi has been making waves in the kit game, fusing the iconic scenery and culture of the city with Rhude’s signature style.
More than just a five-day festival offering attendees a taste of all the city has to offer, football, fashion, music, and culture, the inaugural Football On The Lake epitomises the modern game. Rather than shy away from the modern cultural zeitgeist, Como embraced these influences on the game and have set the standard when it comes to football culture.
Undoubtedly aided by their position in one of the most beautiful parts of the world, the off-pitch recognition of where the game is headed sets them apart from their nearest competitors, and their success on the pitch reinforces the club’s overall commitment to excellence in all aspects.
In today’s digital-first era, footballers have become more than just athletes. While social media in sports is not new, the last few years have marked a turning point. Players are increasingly bypassing traditional media to control their narratives, offering fans unfiltered access to their lives both on and off the pitch. More than a quest for visibility, this shift is redefining the media landscape, with authenticity at the forefront of the new wave. From YouTube documentaries, to curated Instagram dumps, and spontaneous Snapchat stories, a new era of football storytelling has arrived.
Many of us remember when Ryan Babel became the first footballer to get fined for a tweet back in 2011. Babel was charged with improper conduct by the FA for posting an edited picture of referee Howard Webb wearing a Manchester United shirt, captioning it “And they call him one of the best referees? That’s a joke. SMH” An unprecedented event, the then Liverpool forward was fined £10,000 for the tweet. Most footballers’ online presence in the past was often light-hearted and innocuous, with Wayne Rooney’s iconic tweet that same year, “Hi rio do u want picking up in the morning pal” repeatedly resurfacing.
Hi rio do u want picking up in the morning pal
— Wayne Rooney (@WayneRooney) April 23, 2011
Social media has been a consistent presence in the game, but 2024 marked a monumental shift in the relationship between footballers and online platforms. As the demand for traditional legacy media declined, a vacuum for unfiltered interaction emerged.
More players are taking control of their narratives through independent digital platforms. Both Cristiano Ronaldo and Jude Bellingham have pivoted to YouTube, creating their own channels to communicate with their audiences. Since starting the channel in July last year, Ronaldo has accumulated 75 million subscribers and a total of 846 million views, reiterating the demand for more access to the legendary player.
Compared to Ronaldo’s more light-hearted content, Bellingham’s channel is more curated. In September, the English midfielder released his self-made documentary ‘Out Of The Floodlights’ exclusively to his YouTube channel. Accumulating a total of 15 million views on both his documentary and additional exclusive content, it’s clear how much fans crave a glimpse into an athlete’s life. Significantly, Jude’s documentary was produced entirely by Bellingham Media Ltd, a company run by Bellingham’s parents and brother Jobe, giving him total control of the message. With a Netflix-level production, it’s interesting that the documentary was limited to YouTube, signalling a determination to control the presentation of a player who has soared to the top of the game since his emergence at Birmingham City.
Despite the respective successes of both Ronaldo and Bellingham on YouTube, there remains one app that dominates the footballing world.
Since launching in 2011, Snapchat has soared to the top, becoming a staple of modern digital media. And in 2024, we saw ballers truly embrace the app. The innately transient nature of the app, combined with its interactive features, has made it a player favourite to offer fans a glimpse into their lives. The allure of Snapchat is its raw nature, thriving on spontaneity, giving players the opportunity to connect with their audiences authentically without overthinking their posts. It has become a bridge between fans and footballers.
@footballerfits Alex Iwobi and Calvin Bassey even got Willian hitting the milly rock 😂 #football #fashion #viral #drip #fulham #alexiwobi #willian #premierleague #calvinbassey #nottinghamforest #dressingroom #funny ♬ original sound – Footballer Fits
The rise of the platform in the modern game is epitomised by the aptly named Snapchat derby, as Fulham and Nottingham Forest faced each other in the Premier League earlier this year. Ola Aina and Alex Iwobi are two prominent figures on the app, boasting 259,000 and 572,000 followers, respectively. As a result of their online presence, the game was given even greater significance on social media, with more than just the three points on the line for both teams. As Fulham emerged triumphant, in a 2-1 victory, the celebrations shared by Iwobi acknowledged the added significance of the win, with Issa Diop recorded chanting, “Team Snapchat!”
The acknowledgement of the online rivalry by both sets of players reiterates the rise of Snapchat, as they share genuine behind-the-scenes moments with fans, creating a connection that is difficult to emulate on traditional media outlets.
Beyond the two Nigerian internationals, there are numerous players who have welcomed the interactive features available. Erling Haaland’s stories epitomise the spontaneity of the app, as he varies between sharing his daily routines, his opinions on different matches and players, engaging in Q&A with fans, or even showing his gifting of a signed jersey to a fan from his hotel.
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As fans increasingly crave access to their favourite players, Snapchat has become the go-to medium through which players can engage with their audiences in real time. Offering an insight into changing-room antics, matchday routines, travel, and everyday activities.
However, it would be amiss to celebrate the current wave of players without paying homage to the OG’s of the Snapchat hype. Jesse Lingard is undoubtedly one of the biggest stars on the app flexing 1.4 million followers. Throughout his career, the forward has made an effort to share his personality with fans, and in an era where off-pitch access was rare, he was one of the first to give fans access. During his time at Manchester United, he was renowned for sharing interactions with teammates Marcus Rashford and Paul Pogba. Whether it was dancing in the changing room or sharing his matching fits with Rashford, he was an open book.
@footballerfits Admin misses the Marcus Rashford and Jesse Lingard bromance 🥺❤️ #football #fashion #viral #drip #manchesterunited #premierleague #lingard #rashford #bromance #funny ♬ original sound – Footballer Fits
Unfortunately, his playing spell at Manchester United coincided with a turbulent period for the club, and he was often villainised in the media for simply being himself online. Whether he was ridiculed for his dancing videos or chastised for his exuberant personality, he became a target as his expressionism was weaponised against him.
Thankfully, the current football scene has embraced the new generation of players who don’t shy away from sharing their day-to-day activities, and we must normalise players expressing themselves online. With footballers increasingly becoming dehumanised by overinflated playing schedules and regimented media appearances, the access they offer through personal, unfiltered communication, regardless of the platform, is cause for celebration.
From fit-checks, dressing room celebrations, and pranks to regular lifestyle insights, the value of footballers communicating with their audiences has increased massively in an era of media dominated by clickbait and engagement. The sheer authenticity provided by ballers through apps like Snapchat is part of a much bigger movement within the game towards athlete self-expression.
Whether it’s Snapchat stories, YouTube documentaries, walking at Fashion Week, or becoming the face of major fashion houses, the game is changing.