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A cross markets, fans to cost more than the average top tier ticket – demonstrating the extent of the misconception around costs and affordability. In fact in many cases, the average ticket cost is more in line with the point of marginal cheapness (the cost at which fans begin to doubt the quality of the product on offer). typically expect a ticket to a women’s football match This demonstrates a key challenge for the women’s game in encouraging frequent attendance. While affordability is a trigger to attend, pricing strategies should look to be more sophisticated than simply consistent low prices so as not to undermine perceptions of quality. As clubs continue to promote the women’s game, and build engagement and connection, the perceived value of the games will rise. Additionally, clubs can
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address the misconception around pricing with better communications around the cost of the women’s game.
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