It does not take long at all for companies whose sole interest is their own profit to find advertising options that provide the most return on their investment. They really don't care who or how. If signing up for advertising rights for women's soccer yielded more return than men's, they would switch in a heartbeat and associated payscales would move accordingly.

While it is nice the women's final did so well ratings-wise, the money from the world cup comes from advertising sponsorship beyond just the final game. I would imagine if you looked at the overall ratings for the tournaments, you would see why there is more money in the men's game. Futhermore, consider the vast gap in attendance/ratings/merchandising etc. between the professional leagues of men and women, where the players come from. Endorsements go to athletes in the public eye more than just once every 4 years.

Don't get me wrong, as a father of a daughter who plays sports, and as a lover of the beautiful game, I am thrilled to see the the attention/ratings for the women's game. But to suggest there is some sort of discrimination going on is ridiculous. This is simple supply and demand (mostly the demand part).