GROWING THE WOMEN’S GAME HOW TO HELP FANS OVERCOME CHALLENGES
SWITCH ON TO TV T V remains the most widely used channel for engaging with football, and is used both for entertainment purposes, as well as keeping up to date with news and information. For women’s football specifically, this makes it a key channel through which fans can engage and inform themselves on the sport.
TV REMAINS A KEY SOURCE OF MATCH VIEWING & INFORMATION; FOR WOMEN’S FOOTBALL IT CAN BE BOTH THE TRIGGER OR A BARRIER Ways of keeping up-to-date with the world of football (% of global fans (not exclusively women’s football))
0%
10%
20%
30%
40%
50%
60%
53%
TV
21%
SMARTPHONE
41
Sources: ECA/MTM Sport Future of Fandom tracker, July 2022, QZ9 – And which, if any, of the following would make you more likely to watch women’s football on TV more regularly? QZ10 – Which, if any, of the following are the reasons why you have not watched a women’s football match on TV before? Base: All football fans, May 2022 to July 2022: Total (5,540) and ideally free-to-access to avoid further barriers to engagement. As discussed above, clubs must promote women’s matches and other content in the places where fans already go. n To grab the attention of fans and act as a trigger to engage, women’s football content needs to be easy to find, prominent
18%
COMPUTER
14%
TABLET
8%
RADIO
8%
GAMES CONSOLES
5%
SMART SPEAKER
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