A new report from Populous, based on original research undertaken with YouGov Sport, provides new insight into what women’s football fans value from the matchday experience and how stadium design could help turn growing interest in the game into regular club attendance.

Read the report

Titled UK Women’s Football: Designing the Future of Matchday, the report combines original YouGov Sport survey data, emerging consumer trends and Populous’ expertise in stadium and fan experience design to identify the key drivers of attendance and opportunities to design matchday experiences around the needs of women’s football audiences.

Following England’s victory at UEFA Women’s Euro 2022, Women’s Super League attendances increased dramatically, but recent growth has levelled out. The report identifies the challenge of converting widespread interest in women’s football into regular support for domestic clubs as the “experience gap”.

To better understand what drives attendance, YouGov Sport surveyed 2,000 fans of women’s football across the UK, including 1,000 ‘Established’ Fans who had attended a women’s football match within the previous five years and 1,000 ‘Potential’ Fans who had not attended a match but would consider doing so. The survey explored seven aspects of the matchday experience: interest and engagement, matchday priorities, seating and viewing, food and drink, fan zones, digital interaction and premium experiences.

The research highlights opportunities to shape stadiums and matchday experiences around the priorities identified by fans, from comfort and family-friendly environments to food and drink, fan zones and stronger connections between supporters and clubs.

“Interest in the women’s game has never been higher, and building on that momentum means creating matchday experiences that give supporters reasons to attend and keep attending. Design has an important role to play in that journey. By better understanding what different audiences value, clubs have an opportunity to create venues and experiences that reflect the unique character of women's football, and support the game's long-term growth.”

Maria Knutsson-Hall, Senior Principal and EMEA Women's Sport Lead

Women’s football fans say a welcoming environment matters most to matchday enjoyment – even more than performance on the pitch.

A welcoming, family-friendly environment is the number one factor influencing matchday enjoyment among both Established Fans and Potential Fans. In the #1 rankings, it scores 35% among Established Fans and 36% among Potential Fans, ahead of team success/on-pitch performance at 29% and 31%, respectively.

Almost half of people who have attended women’s football in the past five years have never been to a WSL match.

Among people who have attended a women’s football match in the past five years, 48% have never attended a WSL match, while 81% have never attended a WSL2 fixture. By comparison, 54% have attended a women’s international game.

Four in 10 existing women’s football attendees describe themselves as casual fans, while only 15% attend matches at least monthly.

Among Established Fans, 43% describe themselves as “casual fans”, engaging more closely with major international tournaments than domestic club football. Only 10% identify as “Devoted Supporters”. Just 15% attend women’s football at least monthly.

Fans prioritise greater comfort, even if it means sacrificing proximity to the pitch.

63% of Established Fans and 72% of Potential Fans would rather have more legroom and easier access to their seats than sit closer to the action with tighter rows, steeper tiers and less legroom.

Comfort, shelter and live sport top fans’ priorities for fan zones.

The most popular fan-zone features are comfortable seating and dining (47% Established / 55% Potential), shelter (41% / 51%) and screens showing live sport (43% / 38%). More conspicuous activations rank considerably lower: selfie/photo opportunities at 13% / 9%, boutique merchandise collaborations at 10% / 6% and club-themed lifestyle experiences at 8% / 3%.

Almost half of women’s football fans would pay more for improved food and drink at the stadium.

46% of Established Fans say they would pay more for higher-quality food and drink, while 58% are either neutral about or dissatisfied with the current offering at the ground they attend. The findings also suggest that fans are not looking to replace traditional stadium food, but want greater choice and quality alongside familiar favourites. Classic stadium favourites remain highly popular, while local street food also performs strongly. Women are notably more likely than men to select healthy meals (38% versus 27%).

As the women’s game continues to grow, understanding these priorities can help clubs create matchday experiences that encourage fans to attend, return and build a deeper relationship with their club. UK Women’s Football: Designing the Future of Matchday explores the role design can play in making that happen.