Future of Fandom, Growing the Women's Game

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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