UEFA president Lennart Johansson has expressed controversial views on how women's football should be promoted this week.
Anyone who has watched a game from the European Championships in the past couple weeks will have seen a great display of ability and sportsmanship, and better attitudes than their counterparts in the men's game.
Germany, have won the tournament the last three times it has been played, and are one of the world's major women's team, and will again be in the final on Sunday against Norway, who have shown different qualities to the Germans in making the final.
While Germany have had a relatively easy time, cruising through games with an exciting brand of football, Norway have battled against sides, epitimised by thir 3-2 extra time victory over Scandinavian rivals Sweden on Thursday.
However Mr Johansson does not believe that will be enough to drive the sport forward and told Radio Five Live "I think they should turn to the sponsors.
"There are so many companies who could make use of the fact that if you see a girl playing on the ground, sweaty, with the rainy weather and coming out of the dressing-room, lovely looking, that would sell.
"Otherwise they have to accept that the money that they ask for comes when the spectators are coming and when the sponsors are interested."
Ironic, is it not, that just moments earlier Johannsen criticised FIFA President Sepp Blatter for calling for "tighter shorts" in the womens game.
Blatter had said: "Let the women play in more feminine clothes like they do in volleyball. They could, for example, have tighter shorts.
"Female players are pretty, if you excuse me for saying so, and they already have some different rules to men - such as playing with a lighter ball.
"That decision was taken to create a more female aesthetic, so why not do it in fashion?"
Johansson felt Blatter had overstepped the mark and said: "Some people are only happy if they have something being published about them every day in the newspapers.
"I hope you understand that I take it as a joke, and not a very clever one.
"I think it was meant to be a sort of a joke. I don't think he would repeat this."
England's opening game in the competition attracted a crowd of nearly 30,000 to the City of Manchester Stadium, a European record I believe in the women's game.
Not bad for a sport that doesn't seem to be going anywhere.
Even some visitors to this site were not aware the tournament was going on, even though it was being hosted in north-west England.
One visitor posted on the messageboard: "I was truly shocked at how good the match was and and I shall be there in front of me telly on Wednesday for the Denmark game"
He added later that "I WAS part of that ignorant majority who did'nt know it was on!"
The crowds have been great for the competition and show that there is an interest in the women's game, with supporters coming over from a number of nations to cheer their team on, and while national television coverage was limited to the England games only, BBC who covered the three group games, offered just highlights of the other group games and semi-finals, but could have and should have shown those games.
Instead they give us boring quiz shows and other far less entertaining programmes on BBC2 when they could have had two semi-finals producing 10 goals between them.
If this had been the men's game, you can guarantee that every game would have been covered by ITV and BBC.
The women's game is more about the football than the money...if only the men's game could be the same. There are talented, world-class players in the women's game, but not many are world superstars.
The attitudes displayed by the UEFA and FIFA Presidents shows the general attitudes of many, which have no place in the game, and if they wish to hold those beliefs should not be in a position of power in world football.