Future of Fandom, Growing the Women's Game

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)

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