THE ROUTES TO FURTHER GROWTH
PRACTICAL BARRIERS – WHAT YOU NEED TO KNOW TO GET TO A GAME
Sources: ECA/MTM Sport Future of Fandom tracker, July 2022, QY8 – And still thinking specifically about women’s football, how much do you feel that you know about each of the following? Base: All football fans by market, May 2022 to July 2022: Total (5,400) knowledge gap represents a huge opportunity for clubs to educate fans and develop deeper emotional connections, which will give them a need to engage with the women’s game more frequently. n teams see each other as rivals, which fixtures will be particularly exciting, which are the players to watch, who are the upcoming stars, or what individual players stand for. The research shows that 78% of followers have poor or no knowledge of what big rivalries exist between women’s clubs and 76% have poor or no knowledge of exciting storylines in women’s football at the moment. This We found that a lack of knowledge is behind this rather lukewarm response to the women’s game. To get excited about football, you need to understand the context and the narrative behind the games: for example, which teams are doing well, which are not, which
As well as sometimes lacking the emotional impetus to engage with the women’s game regularly, many fans also don’t have the practical knowledge they need to engage and/or attend more consistently.
Engagement
Attendance
76%
78%
77%
76%
31
l HAVE POOR OR NO KNOWLEDGE OF WHERE WOMEN’S FOOTBALL MATCHES ARE PLAYED
l HAVE POOR OR NO KNOWLEDGE OF HOW MUCH IT COSTS TO GO AND SEE A LIVE MATCH
l HAVE POOR OR NO KNOWLEDGE OF WHAT TIME WOMEN’S FOOTBALL MATCHES ARE PLAYED
l HAVE POOR OR NO KNOWLEDGE OF WHEN/WHICH CHANNELS ON TV SHOW MATCHES
Overcoming this knowledge gap could be crucial in converting infrequent engagement to regular engagement and attendance.
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