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Women’s Football Fandom: our new Insights Report

By   Chloe Morgan   • September 19, 2024

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. 

You can download a full copy of the report from the ‘Insights’ page on our website.