INTRODUCTION
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WOMEN ’S FOOTB
HEAD OF
Following the resounding success of ECA’s original report on global football fandom, first published in 2020, we identified an undeniable demand to dive deeper into fan behaviours in the women’s game – and this is a crucial next step into understanding the tremendous growth of women’s football globally. The passionate and ever-growing women’s football fanbase is vital to the game’s success, and whilst records in attendance and viewership continue to be smashed season upon season, the game still represents a world of untapped potential. Prioritising the access and promotion of women’s football increases visibility and grows audiences and sponsorship opportunities. But it will take an industry-wide commitment to ensure the game continues on this remarkable upward trajectory.
This report, the latest in our series dedicated to exploring fandom, is an insight into the thoughts, feelings and expectations of fans – giving you, the clubs, valuable perspective on how you can potentially transform their experiences. It’s a first step to tackling the big questions everyone wants answers to – how do you get fans through the gates every week and not just for the blockbuster fixtures held in big stadiums? Our study has also uncovered a fascinating glimpse into some developing markets for women’s football including Belgium, Mexico, and Scotland – looking at the unique reasons why and ways in which fans there are engaging with their clubs. As audiences for the women’s game continue to grow, new commercial opportunities in women’s football are opening up. Through our Be a Changemaker strategy, we made a commitment
to advancing the game’s economic development, and these findings on fans are vital to informing decisions about how we do that together. Throughout the report you will also hear from leading sponsors who are benefiting from their links with clubs and competitions and get their thoughts on how best to maximise revenue streams. On behalf of ECA, thank you to all of the fans and experts globally who have shared their valuable insights with us for what we hope will be the first of many detailed studies exploring the rapidly evolving fandom of the women’s game. n
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