Future of Fandom, Growing the Women's Game

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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