GROWING THE WOMEN’S GAME
The initial data was collected through our Future of Fandom tracker, an ‘always on’ online survey of football followers, which ran each month during the 2021/22 season and was available for participants to complete in their own time. This was conducted by MTM Sport, an independent research and strategy consultancy.
The interviewees came from the following markets (sample size): Core markets:
Fieldwork for core markets was conducted between May and July 2022, and in additional markets in November 2022. Additional data has also been taken from previous ECA studies conducted in early 2022. In these instances, data is only available for core markets listed. Quotas were set within markets on age, gender, and region to ensure that the sample was reflective of the general football following population. Respondents who said they are not interested in football were not included in the sample. This report refers to “statistical significance”; that means a significant difference between two research results which is large enough that it is highly likely it didn’t arise by chance. Where there is a significant difference between two groups of respondents, it means that a real difference is likely to exist between these groups.
US (912), China (905), UK (321), Italy (318), France (305), Germany (305), Spain (311), Netherlands (303) Additional markets:
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Mexico (310), Sweden (322), Belgium (304), Scotland (304), Japan (309). Additional markets were selected based on recent domestic developments in women’s football – such as changes to their domestic structure or significant investment within the game – which has heightened focus on women’s football.
We then interviewed a representative sample of football followers aged 16+ across eight core markets plus five additional markets, with this more detailed information helping us to explore global behaviours and attitudes to women’s football.
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