Future of Fandom, Growing the Women's Game

ACCESSIBILITY

W hen comparing the matchday experiences of those who have attended women’s matches globally with their prior expectations, the friendly, welcoming atmosphere is a key strength. As well as being the principal expectation, it is also the part of the experience that fans are most happy with. ‘A short / easy journey to the stadium’ is the second most important expectation; however, some fans are less happy with their experience here. Using main stadia can help to alleviate travel issues or barriers based on location; it is important to ensure the welcoming matchday experience is also a key feature of this setting. n

PROVIDING EASIER JOURNEYS IS A KEY OPPORTUNITY TO IMPROVE MATCHDAY EXPERIENCES Live Women’s match experiences vs expectations

90%

Having a person or connection with one of the teams

A passionate atmosphere

88%

How large or impressive the stadium is

A welcoming atmosphere

Getting to see big name players / players you know

86%

84%

63

Range of food and drink avaliable

Being able to purchase club merch from the stadium

A short / easy journey to the stadium

82%

A large crowd in attendance

80%

Understanding what’s at stake from the game

78%

0%

20%

40%

60%

80%

MATCHDAY EXPECTATIONS

Source: ECA/MTM Sport Future of Fandom tracker, July 2022, QZ2 – Thinking about the match(es) you have attended more recently, to what extend were you satisfied or dissatisfied with each of the following? Base: All football fans by market, May 2022 to July 2022: Total (734)

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