EVERYONE IS WELCOME
NOT JUST FOR GIRLS
REACHING OUT TO YOUNGER FANS
I t is also important to note that although people who are very interested in the women’s game can be any age, they are likely to be younger than in the men’s game. Taken together with the gender findings above, this suggests that women’s football is bringing new fans into the game to add to the more traditional fan base. This is great news for football as a whole, not just the women’s game. n
H istorically, women’s encouraging them to attend matches with their families. However, although girls are of course attracted to the women’s game and enjoy having visible role models to emulate, and although families frequently report that the women’s game is a more football has often been marketed towards girls, welcoming and affordable leisure activity than the men’s equivalent, it is important to note that our data demonstrates that both men and women are fans of the women’s game. Notably, it is encouraging to see that just as many men make up the core audience – those who say that they are very interested in the women’s game. Our data for the men’s game suggests that there is a 60/40 split, men to women. n Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QA1 – Thinking about how you’ve followed football in the last month, how interested or uninterested have you been in each of the following types or forms of football? Base: All football fans by market, May 2022 to July 2022: Total (5,400); Very interested in men’s football (2,984); Very interested in women’s football (1,429)
Women’s football attracts a more gender balanced audience than the men’s game Interest audience by gender
The women’s football audience is younger than that of the men’s game.* Core audience by age
Males Females
16-24 25-34 35-44 45-54 55+
100%
100%
10%
16%
90%
90%
18%
80%
80%
48%
21%
19
60%
70%
70%
25%
60%
60%
24%
50%
50%
40%
40%
31%
30%
30%
52%
26%
40%
20%
20%
Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QA1 – Thinking about how you’ve followed football in the last month, how interested or uninterested have you been in each of the following types or forms of football? Base: All football fans by market, May 2022 to July 2022: Total (5,400); Very interested in men’s football (2,984); Very interested in women’s football (1,429) * Figures have been rounded up and don’t display decimal places. The total based on the actual figures is 100%
10%
10%
14% 16%
0%
0%
MEN’S
WOMEN’S
MEN’S
WOMEN’S
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