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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