Future of Fandom, Growing the Women's Game

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FANS EXPECT WOMEN’S MATCHES TO BE FRIENDLY/WELCOMING, BUT ALSO HAVE A PASSIONATE ATMOSPHERE Women’s football match expectations

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

79%

A FRIENDLY / WELCOMING ATMOSPHERE

71%

A SHORT / EASY JOURNEY TO THE STADIUM

70%

BIG NAME PLAYERS / PLAYERS YOU KNOW

62

69%

A PASSIONATE ATMOSPHERE

69%

“WELCOMING ATMOSPHERE” IS CONSISTENTLY THE TOP EXPECTATION FOR FANS ACROSS MARKETS

UNDERSTAND WHAT’S AT STAKE FROM THE GAME

67%

MERCHANDISE ON SALE AT THE STADIUM

67%

THE RANGE OF FOOD & DRINK AVAILABLE

68%

A LARGE CROWD IN ATTENDANCE

Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QZ1 – We’d now like you to think about the experience you’d expect and the football you would see at a women’s football match today. Base: All football fans by market, May 2022 to July 2022 Total (5,400)

66%

HOW LARGE OR IMPRESSIVE THE STADIUM IS

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