ENGAGEMENT
TELL THE PLAYERS’ STORIES
P revious research in this series has demonstrated the role of players in creating emotional connections. Individual players, their stories and their causes, can provide a focal point for fandom, primarily for younger fans, but also, albeit to a lesser extent, for older fans. In women’s football specifically, fans often feel that female players can act as role models or people to look up to, inspiring a generation of young women. Although this is most effective with star players such as Ada Hegerberg or Pernille Harder, who have taken a stand against inequality, any player who is seen to be relatable can create connections between fans and clubs.
players and 20% follow their club because of a specific player. Top-performing players throughout recent
European competitions and international tournaments feature prominently in the list of most memorable women’s players. However, despite the relatively high profile of these star players, the vast majority of football fans surveyed were unable to name a women’s footballer when asked. This suggests that, while a minority of players are becoming more well- known, there is significant work to be done before they are truly seen as household names. There is an opportunity for clubs to build awareness of female players to raise the profile of the team and the sport as a whole.
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Previous research shows that 27% follow football for the
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