The culture around the women's game is as varied globally as the men's game, but in different ways. A relative lack of investment in women's football has also insulated it from the influence and complications of extreme wealth in the men's game. Hooliganism is frowned upon more broadly and addressed with more urgency. In Europe and North America, media coverage of the women's game is measurably lacking compared to men's football, though shifting toward increased and more positive coverage since the 2015 FIFA Women's World Cup, and in some markets the women's game must combat a perception that it is a lesser product. Some leagues, such as the Scottish Women's Football League, rejected sponsorships from alcohol and gambling industries allowed in the men's game. Unlike leagues in other nations, most teams in the United States' NWSL are owned independently of men's teams, and all are branded separately from men's teams, resulting in less crossover fandom and more distinct fan cultures even within organizations where the club's ownership is shared. Fewer women's teams in general control or are the primary tenants of their own venues.
