ACCESSIBILITY
AFFORDABILITY IS IMPORTANT – BUT DEMONSTRATING VALUE IS KEY
Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QZ5 – Which, if any, of the following would make you more likely to go to see a women’s football match live, in person, at a football stadium, or go more regularly? QZ10 – Which, if any, of the following are the reasons why you have not watched a women’s football match on TV before? 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) that misconceptions about cost and perceptions of value are more of an issue than the actual cost of the games – top-level women’s games are often significantly cheaper than similar men’s games – and only 15% globally see expense as a barrier. n T he research found that affordability is the biggest trigger for live match attendance – both amongst those who have attended, and those interested in attending. It seems
AFFORDABILITY IS KEY IN ATTRACTING FANS TO ATTEND LIVE WOMEN’S GAMES, AND A MISCONCEPTION THAT NEEDS TO BE ADDRESSED Triggers to women’s match attendance (Top 6 Triggers globally)
27%
22%
20%
57
IF THERE WAS AN ENJOYABLE ATMOSPHERE AT THEIR GAMES
IF IT WAS AFFORDABLE
IF I LIKED THE STYLE OF FOOTBALL THEY PLAY
20%
18%
18%
IF IT WAS EASIER TO FIND OUT ABOUT WOMEN’S MATCHES
IF THERE WAS AN EXCITING STORY/BUZZ AROUND THAT TEAM
IF I GOT FREE/CHEAP TICKETS TO THE GAME
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