ENGAGEMENT
EXISTING SUPPORT FOR MEN’S TEAMS IS A ROUTE INTO WOMEN’S FOOTBALL, PARTICULARLY IN MATURE EUROPEAN MARKETS
% started supporting a women’s team after supporting the men’s team
40%
32%
35%
29%
27%
30%
26% 25%
25%
21% 20% 20% 20%
18% 18%
448
20%
13%
15%
6%
10%
5%
0%
SPA
ITA
MEX
SCIO NED FRA
UK
USA
SWE
CHI
BEL
GER
JAP
Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QW11. Why did you first start supporting 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)
Made with FlippingBook interactive PDF creator