Did England's Euro Win Supercharge Women's Club Football?

The growth of women's football in England, particularly following the national team's successes, is substantial but uneven. Despite increased media attention and engagement, attendance figures at Women's Super League (WSL) matches have not consistently reflected this growth. Arsenal's home games at the Emirates Stadium, for instance, have seen less than half capacity, raising questions about fan engagement and long-term sustainability for the sport.

Last updated: 28 October 2023 (BST)

What’s happening now

As the current WSL season unfolds, early attendance figures indicate a mixed response from fans. Although the league has averaged around 6,500 fans per game, a slight decline from last season's numbers raises concerns about maintaining momentum after the national team's Euro 2022 victory. Arsenal’s less-than-full Emirates Stadium serves as a focal point for discussions about fan engagement and the future of women's football in the UK.

Key takeaways

Average attendance for the WSL this season is approximately 6,500, reflecting a slight decline.
Arsenal's Emirates Stadium has not exceeded 40,000 fans in any home game this season.
Everton's attendance at Goodison Park shows promising growth, with a significant rise from previous seasons.
Kick-off times this season have changed, posing challenges for family attendance.
WSL is experiencing a surge in brand sponsorships, indicating growing commercial interest.

Timeline: how we got here

Understanding the trajectory of women's football in the UK can be framed through several key milestones:

2015: England finishes third at the Women's World Cup, leading to increased media exposure.
2022 (July): England wins the UEFA Women's Euro, significantly boosting interest and attendance in women's football.
2023 (August): England reaches the World Cup final, further solidifying the sport's popularity.
2023 (October): Current WSL season begins, showcasing early attendance figures and new strategies for fan engagement.

What’s new vs what’s known

New today/this week

The latest developments in the WSL include Arsenal's strategy to fill the Emirates Stadium and changes in kick-off times that could affect attendance. Everton's move to Goodison Park has also shown promising attendance figures, indicating a potential shift in fan engagement strategies.

What was already established

Prior to this season, women's football had seen a significant boost in visibility and support, particularly following major tournaments. The increase in average attendance after the Euro 2022 victory highlighted a growing interest that many clubs are now striving to sustain.

Impact for the UK

Consumers and households

For families considering attending WSL games, the new kick-off times create conflicts with local junior leagues and can complicate transport logistics. While the league is working to enhance the overall experience, these changes may impact attendance among younger fans and their families.

Businesses and jobs

Brands are increasingly investing in women's football, with major companies recognising the value in supporting a growing sport. The WSL's independence, effective from August 2024, allows for more tailored commercial strategies that can enhance visibility and sponsorship opportunities.

Policy and regulation

Upcoming changes in league structure and promotion processes are aimed at enhancing competitiveness and professionalism in women's football. This includes the introduction of two promotion spots from lower divisions, which can help develop talent and improve the overall standard of the game.

Numbers that matter

6,500: Average attendance for the WSL this season, reflecting a slight drop compared to prior years.
18,154: Attendance at Everton's first game at Goodison Park against Manchester United.
45,860: Attendance for the Arsenal vs Chelsea fixture last season, indicating potential growth for future matches.
4,1 million: Engagements on WSL social media channels in September, showcasing growing interest online.
196%: Increase in daily searches for female football-playing opportunities post-Euro 2022.

Definitions and jargon buster

WSL: Women's Super League, the top tier of women's football in England.
FA: Football Association, the governing body of football in England.
Euro: UEFA Women's European Championship, a major tournament for national teams in Europe.
Professionalism: The state of being professional, encompassing proper contracts, training, and facilities for players.

How to think about the next steps

Near term (0–4 weeks)

As the season progresses, clubs will need to analyse attendance data and adjust strategies to engage fans. Key fixtures, such as Arsenal vs Chelsea, will be crucial for drawing crowds and boosting visibility.

Medium term (1–6 months)

Clubs should focus on solidifying their fan bases and enhancing game-day experiences. This includes addressing logistical issues related to kick-off times and transport, as well as promoting fixtures that attract larger audiences.

Signals to watch

Attendance figures for key matches, particularly those involving top teams like Arsenal, Chelsea, and Manchester United.
Social media engagement metrics to gauge fan interest and reach.
Brand sponsorship announcements, indicating the commercial health of the league.

Practical guidance

Do

Engage with local communities to build a loyal fan base.
Promote family-friendly experiences at matches to attract a diverse audience.
Utilise social media effectively to enhance visibility and engagement.

Don’t

Ignore logistical challenges that may prevent fans from attending.
Assume that success in tournaments guarantees sustained attendance.
Neglect the importance of creating a welcoming atmosphere for all fans.

Checklist

Assess attendance data regularly and adapt strategies accordingly.
Identify key matches and plan promotional activities around them.
Enhance match-day experiences, including facilities and services for fans.
Engage with local schools and communities to promote participation.
Monitor social media for fan feedback and engagement levels.

Risks, caveats, and uncertainties

Despite the growth in visibility and engagement, several uncertainties remain. The fluctuating attendance figures suggest that the sport's popularity is not guaranteed to sustain itself, particularly if logistical issues and scheduling conflicts are not addressed. Additionally, the reliance on major tournaments for momentum could pose risks if future successes are not achieved.

Bottom line

The future of women's football in the UK hinges on clubs' ability to translate short-term successes into lasting fan engagement. While recent achievements have boosted visibility, maintaining and growing attendance will require strategic planning and a focus on community involvement. Success in upcoming matches is crucial for building a sustainable fan base that can support the sport long-term.

FAQs

What are the current attendance figures for the WSL?

This season, the WSL has averaged around 6,500 fans per game, which represents a slight decline compared to previous seasons.

How is Arsenal performing in terms of attendance at the Emirates Stadium?

Arsenal has not yet exceeded 40,000 fans in any home game this season, despite the Emirates Stadium's capacity of 60,000.

What initiatives are in place to promote women's football in the UK?

Clubs are focusing on enhancing fan experiences and engaging local communities, while major brands are increasingly investing in women's football, highlighting its growing commercial appeal.