Women's Football Audiences: a study
- Beth Pritchard
- Feb 21, 2020
- 2 min read
Fans are an integral part of women’s football.
An evaluation of the attitudes of fans towards the women’s game can show those involved in its growth what they need to improve in order to attract new spectators.
During the 2019 Women’s World Cup, Manchester City and Copa90 announced that they were conducting investigations to establish who the audience was for women’s football.
This study also looked to determine why and how the audience follow the game and what they want to see change.
What draws fans to women’s football?
The results of the investigation showed that fans found the women’s game later than the men’s. 31% of participants said that they began to follow the sport when they were 14-17 years old.
Often, the reason people took to watching the women’s game was a family member or friend recommending it. Almost 70% of women’s football fans in the UK began doing so through this recommendation, whereas only 15% stated that it was because of the sport’s media presence.
What do fans like about women’s football?
When asked, many people said that the style of play in the women’s game was what appealed to them. In a sporting environment full of men famous for diving when tackled, people like the “pure” style on display from female players.
The players themselves are a large part of what fans like about the game. Not letting the fame and success affect their interactions in everyday life, fans claim to like that female footballers remain down to earth and make time to talk to those at the games showing their support.
Another underpinning value of the game is the fact that people like to be part of a movement; part of something progressive and influential. In the case of women’s football, fans want to be part of female empowerment and feminist progression.
What does it feel like to be a women’s football fan?
The study asked fans to describe how they feel supporting the women’s game. Overall, people spoke of their experiences positively. Feeling like they’re part of a community and aiding a movement were both common themes.
There were also many common themes in the fans’ answers when they were asked what the worst part of supporting women’s football is. Lack of coverage, investment and respect prevailed.
What can be learned from these fans?
Media presence is key in the growth of the women’s game, this study shows. Many fans thought that it was the lack of publicity that was stunting the progress.
They also saw a constant comparison between the men’s and women’s games as detrimental to the sport.
What’s next?
Off the back of the results of this study, it is obvious that increased publicity of a respectable quality would be a step towards making the fan experience more enjoyable and - hopefully - attract more spectators.
Have your say
How do you think women's football could attract more fans?
(Feature image: Lady Imps Supporters Association)
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