Future of Fandom, Growing the Women's Game

EVERYONE IS WELCOME

FOOTBALL FANS IN EMERGING MARKETS ARE ALMOST AS INTERESTED IN WOMEN’S FOOTBALL AS MEN’S FOOTBALL

Interest and attitudes to women’s football Interested in men’s Interested in women’s

THINK THE WOMEN’S TEAM THEY SUPPORT IS AS IMPORTANT TO THEM AS ANY MEN’S TEAM

% difference

7% 12% 22% 24% 30% 31% 31% 31% 31% 32% 38% 42% 42%

100%

90%

80%

70%

22

60%

75%

50%

40%

30%

20%

10%

62%

0%

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? QY6. To what extent do you agree or disagree with the following statements? Base: All football fans by market, May 2022 to July 2022: US (912); China (905); Netherlands (303); Mexico (310); Germany (305); France (305); Spain (311); Belgium (304); Sweden (322); UK (321); Italy (318); Scotland (304); Japan (309)

CHI

USA

NED

MEX

GER

FRA

SPA

BEL

SWE

UK

ITA

SCO

JAP

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