GROWING THE WOMEN’S GAME THE ROUTES TO FURTHER ROWTH
GAME
OMEN ’ S
H THE W
ENT WIT
NGAGEM
GULAR E
GING RE
ENCOURA
While high levels of interest and record-breaking peak audiences demonstrate the potential of the women’s game, low regularity of engagement means average audiences are more modest. For many, interest in women’s football is more passive – they want to engage but don’t feel the need to engage which comes with more active fandom. Clubs, therefore, have a key role to play in the next phase of development, as deeper emotional connections between clubs and fans can deliver the frequent engagement that women’s football needs to grow.
CLUB VOICE
NADIA SHAHRESTANI, HEAD OF STADIUM REVENUE (CHELSEA WOMEN)
“If we’re driving growth of the women’s game, particularly commercially, we have to hold more games at the main stadium, Stamford Bridge. We also need to look at what we can do in terms of delivering the experience that different demographics of people want from their attendance. We get a lot of feedback from fans which we consider; those hardcore Chelsea fans might not want to see money being splashed on fireworks or music or DJs at Stamford Bridge, but those who have come for a day out in London definitely do. People also want the ability to purchase their tickets in advance and make sure their seats are in appropriate locations and they’re sitting with the people they want to sit
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