Future of Fandom, Growing the Women's Game

THE ROUTES TO FURTHER GROWTH

INCREASING ENGAGEMENT I mprovements to the frequency of engagement could be made more widely than just through match attendances. The difference between average

Women’s vs men’s football recent engagement (% of football fans who have engaged with women’s & men’s football in the last month) WHILE MOST HAVE ENGAGED WITH WOMEN’S FOOTBALL, RECENCY AND REGULARITY IS MUCH LOWER THAN IN THE MEN’S GAME

match attendances and peak attendances for the women’s game provides the clearest indication of the challenge for the women’s game. However, this engagement gap extends beyond attendance. The research shows that 81% of global football followers have engaged with the women’s game at some point, be it through match attendance, watching on TV, following news stories or through social media – but that engagement is lower and less frequent than for the men’s game. This highlights the challenge – and the opportunity – to increase the frequency and regularity of all types of engagement with the women’s game. n

0%

10% 20% 30% 40% 50% 60% 70% 32%

WATCHED LIVE MATCHES AT HOME

65%

29%

WATCHED MATCH HIGHLIGHTS

49%

29

15%

BROWSED FOOTBALL NEWS/UPDATES

36%

10%

LISTENED OR WATCHED FAN-LED CONTENT

24%

10%

WATCHED LIVE MATCHES OUT OF HOME

32%

9%

SHARED FOOTBALL POSTS OR MEMES ON SOCIAL MEDIA

23%

Engaged with women’s football Engaged with men’s football

8%

LISTENED TO PODCASTS ABOUT FOOTBALL

18%

Sources: ECA/MTM Sport Future of Fandom tracker, July 2022, QW1 – In which, if any, of the following ways have you ever engaged with women’s football? QW2 - In which, if any, of the following ways have you engaged with women’s football in the past month? Base: All football fans by market, May 2022 to July 2022: Total (5,400)

8%

ATTENDED LIVE FOOTBALL MATCHES

26%

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