CONCLUSION
Clubs can do this through three major strands of activity identified in this report:
convert existing fans of their men’s team to support the women – but also reach new audiences who have never before been fans of football but are attracted to the women’s game by multiple factors, from pop culture crossovers to a welcoming family- friendly atmosphere. It’s important also to recognise that some people are not fans of a men’s team, and are solely fans of women’s football – and that might be for any number of reasons: because of the on-field skill, wanting to support female athletes, or the great friendly buzz around the ground. So there is plenty to be gained by further investment in women’s football across all markets: that is what fans want to see and they look favourably on clubs that do so. The next step is for clubs to reach out to fans and begin to build the deeper emotional connections
1
EDUCATION
ENGAGEMENT communicate narratives and use players, their personalities and their own stories to create deeper connections with fans and to attract more people to women’s football 2
overcome a gap in fans’ knowledge on how, when and where to engage with women’s football
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3
ACCESSIBILITY
overcome some of the practical barriers that prevent attendance at women’s football matches, in- cluding travel and location issues as well as misconceptions on value and affordability
that deliver more frequent engagement and benefit all involved. n
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