Future of Fandom, Growing the Women's Game

THE ROUTES TO FURTHER GROWTH

UNDERSTANDING BARRIERS TO ATTENDANCE AND ENGAGEMENT I f we can understand the barriers to more frequent and regular attendance and engagement, we can take positive steps to remove them. The survey found that there were two sets of barriers: emotional and practical. WOMEN’S FOOTBALL FOLLOWING IS TYPICALLY MORE PASSIVE AND LESS EMOTIONAL Emotional connection / level of fandom with women’s & men’s football

31% are “fans” of women’s football

EMOTIONAL BARRIERS – CREATING A NARRATIVE A lack of emotional connection is a barrier to more frequent engagement: fans are interested and want to engage with the women’s game, but many don’t feel the same need and passion we see in the men’s game. As we have seen, most (81%) football followers have engaged with women’s football at some point. Similarly, most (82%) would claim they follow the sport, at least in passing. However, most of these are casual followers: two-thirds of those who follow the men’s game claim to be ‘fans’ whereas only just over a third (38%) of those who follow the women’s game feel the same. And where fandom does exist in the women’s game, it is often more focused on international teams than club teams.

28% FOLLOW IN PASSING

18% SHOW NO INTRESEST

19% BIG FANS

13% HUGE FANS

22% FOLLOW CLOSELY

WOMEN’S

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82% follow women’s football

65% are “fans” of men’s football

12% FOLLOW IN PASSING

22% FOLLOW CLOSELY

31% BIG FANS

34% HUGE FANS

MEN’S

Sources: ECA/MTM Sport Future of Fandom tracker, July 2022 QY2- How much do you follow women’s professional football? QD2. Which of the following, if any, do you currently support or follow? Base: All football fans by market, May 2022 to July 2022: Total (2,665) * Figures have been rounded up and don’t display decimal places. The total based on the actual figures is 100%

100% follow men’s football

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