General
We’re super excited to announce the launch of our latest Women’s Football Fandom Insights Report.
Our in-depth study brings together more than 1,100 views from across the women’s football landscape and delves into the evolving habits, concerns and values of women’s football fans. The report offers a unique perspective on everything from game consumption to player and brand interactions.
Key Findings from the 2024 Report
Consumption Habits
- Long-distance Loyalty: 32% of women’s football fans commute up to 90 minutes to attend matches, with 30% having travelled abroad last season to support their favourite teams.
- Streaming Dilemma: While 75% of fans are against paywalls, two-thirds would pay for women’s football streaming services if free access were discontinued.
- Watch-along Popularity: 96% of fans are eager to attend watch-alongs to enjoy matches with fellow supporters.
- Top Platforms: Instagram, TikTok, and YouTube rank as the top three platforms for fans to engage with women’s football content, with player-related content (94%) being the most popular, followed by news (80%) and entertainment (76%).
Fan Connection to Clubs, Players and Brands
- Influence of Female Players: 68% of fans share that brand partnerships and endorsements featuring female players influence their spending habits.
- Skill Debate: A notable 96% of female fans believe women players are as skilful as their male counterparts, while 67% of male fans agree.
- Brand Responsibility: Over a third (36%) of female fans feel that brands are not doing enough to support women’s football clubs.
LGBTQ+ and Female Fan Safety
- Inclusive Spaces: 77% of LGBTQ+ fans and 74% of female fans want to see more LGBTQ+ and women-only spaces in football.
- Safety at Matches: A staggering 96% of LGBTQ+ fans and 99% of female fans feel safe at women’s football games, in stark contrast to men’s matches where only 70% of LGBTQ+ and 84% of female fans feel the same.
Activism and Support for Women’s Football
- Call for Action: 86% of fans believe there isn’t enough support for struggling women’s clubs, and 49% express concern about the future of the women’s game.
Excitement for the 2025 UEFA Women’s European Championship
- Anticipation Grows: 100% of women’s football fans are excited for the 2025 UEFA Women’s Euros, with 27% already having planned their trips (*asked in August 2024). Brands supporting the tournament will see a reputational boost, with 92% of female fans and 58% of male fans viewing them more favourably.