HOW TO HELP FANS OVERCOME CHALLENGES
MANY FANS FEEL FREE CONTENT WOULD INCREASE THEIR ENGAGEMENT WITH THE WOMEN’S GAME Attitudes to Women’s football (% of global fans (not exclusively women’s football))
“I would engage with women’s football more if there was more content freely available”
100%
90%
72%
80%
64%
70%
60%
53% 52%
60%
50%
44
44% 44% 43%
50%
42% 42%
40%
40%
34%
30%
20%
10%
0%
CHI
USA
MEX
UK
SPA
ITA
FRA
SCO NED JAP
GER
BEL
SWE
Sources: ECA/MTM Sport Future of Fandom tracker, July 2022, QY5 – Thinking about women’s football specifically, to what extent do you agree or disagree with the following statements? Base: All football fans by market, May 2022 to July 2022. US (912); China (905); Netherlands (303); Mexico (310); Germany (305); France (305); Spain (311); Belgium (304); Sweden (322); UK (321); Italy (318); Scotland (304); Japan (309)
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