Women’s football is going from strength to strength – and when it comes to supporter culture, Arsenal are leading from the front.

From packed-out Emirates fixtures to away days across the country and continent, Gooners are showing up in numbers wherever they go. But it’s not just about where they go, it’s about why they go.

For this fanbase, and women’s football supporters more broadly, it’s about more than the game itself. From Women’s Super League away days to Champions League trips to Europe, they’re relishing the community, connection and culture that comes with it.

As that culture continues to grow, so too does the opportunity to create more of those moments that bring people together. Through its roots in connection and shared experiences, Guinness is playing a role in that – helping to build the social spaces that can turn women’s football matchdays into something more.

We caught up with Arsenal supporters  ahead of their clash at Aston Villa – a match that secured them Champions League football for next season – to find out what keeps them coming back.

“I was hooked instantly”

For many, the journey into women’s football starts with a moment, but quickly turns into something more.

“I went to the Euros at Wembley and I was hooked,” one fan tells us. “I knew I had to have a team and be in the stadium making noise. It took me one game at Meadow Park and I’ve never looked back – I went home and bought every ticket for the rest of the season.”

Others found their way in years before women’s football found the mainstream.

“I first got into women’s football with the 1999 World Cup,” another says. “Then I moved to the UK and started following the WSL – now I travel over from the US for games.”

And sometimes, it only takes one player.

“I went to the 2017 Euros final and watched Vivianne Miedema score twice,” a supporter explains. “I found out she played for Arsenal… and here I am.”

“We’re building our own culture”

Across the fanbase, there’s a shared feeling that women’s football is different and something the whole ecosystem can play a part in shaping. Supporters and brands both play a huge role in building this culture beyond just showing up at the match, with Guinness inviting fans to co-create the culture around women’s football.

“We are building our own culture,” one supporter says. “The supporters club is amazing at bringing people together. It’s a friendly atmosphere, but we’re still making noise and making ourselves known.”

There’s a sense that women’s football doesn’t have to follow the blueprint of the men’s game, with this space a perfect opportunity for fresh ideas.

“We have the potential to build a new culture,” another adds. “Have our own individuality and not just follow what the men did. There’s the opportunity to have our own unique standpoint and I hope we do.” 

And at the centre of it all is a feeling of inclusivity.

“I used to come to games on my own but now I know I’m going to see friendly faces at the pub before the match,” says one fan. “I’ll see 40 or 50 people I know when I turn up to an away game in another city or country.

“I love away games”

If there’s one thing that brings Arsenal fans together, it’s the away day experience.

“I love away games,” one supporter says. “It’s that nod in the airport when you see someone in an Arsenal hat, or the person on the train – you already know you’ve got something in common.”

“In places like Munich, Madrid or Lisbon, I know I will see people I know,” another explains. “There are always friendly faces and new friends to be made.”

And inside the stadium, everything and everyone comes together.

“For every away day, there’s almost equal numbers of home and away fans when Arsenal are playing,” says one fan. 

“When we’re all chanting and reacting to the game, that’s when I feel most connected,” another says. “We just come together – bringing the noise and the vibes.”

Matchday rituals? A sausage roll!

Beyond the football itself, it’s the small traditions that make each matchday memorable for the fans.

“My favourite part of the day is just hanging out with my mates,” one fan says. “Win, lose or draw, we’re there for the atmosphere and the laughs.”

Others have their own away day routines.

“I need a morning coffee, a pre-match drink and then a sausage roll or similar on the way home,” one supporter laughs.

And sometimes, it’s the simple moments of connection that matter most. Guinness plays a meaningful role in this connection, for example by championing local pubs that create social spaces for fan communities to come together. In doing so, it helps shape the rituals that turn attendance into belonging, ultimately bringing more people towards women’s football.

“Rituals are meeting up in the local pubs at away games and meeting people from all over the world – that’s what really makes it special for me.”

The WSL’s “Fan Choice” pilot has this season given matchgoers at certain stadiums in the top two leagues the option to drink alcohol in the stands. Non-alcoholic beers, like Guinness 0.0, are opening the occasion up to more fans who may not want the alcoholic option.

“It’s like one big family”

At the heart of fan culture is something deeper than the football.

“I started going on my own,” one fan says. “Now I’ve made lifelong friends. It’s my social life as well as just coming to the games.”

“The best thing about the Arsenal fan base is how welcoming everyone is,” another adds. “Just how it is like one big family.”

Or, as one supporter puts it: “We are absolute vibes. Win, lose or draw – it’s just the best time.”

Why more fans are joining

As women’s football grows, more fans are finding their way in – and staying.

“The Lionesses have been a big help,” one fan says.

“People are connecting to women’s football now that there’s a lot more visibility and it’s really accessible cost-wise and easier to get tickets,” another added.

And once they experience it, fans keep coming back.

“People are connecting with women’s football now because it’s being publicised,” another explains. “People see the quality and the inclusivity when they come to games – it’s an attractive product.

“It’s just a great atmosphere, great vibes and I love everyone that I hang out with!”

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