Families v loyal fans - women's football's attendance dilemma
Summary
A report by YouGov and Populous found that growth in Women’s Super League crowds has slowed, with median attendance rising only modestly since 2023–24 and some major fixtures drawing smaller crowds. The report points to the matchday experience and changing kick-off times as possible factors, while fans differ over whether clubs should focus more on family activities or on football and dedicated supporters.Key Facts
- Average WSL attendances rose by 192% in the season after England won Euro 2022, but the growth rate has since slowed.
- Median crowds increased from 3,070 in 2023–24 to 3,236 in 2025–26, according to a 2026 YouGov and Populous report.
- Arsenal’s match against Manchester United at the Emirates drew 29,853 this season, down from 46,603 in 2024–25.
- Chelsea’s match against Arsenal drew 19,349, compared with 34,302 the previous season.
- The Manchester United–Manchester City fixture drew 5,361 at Leigh Village in October; it drew 24,983 at Old Trafford in March 2026.
- In the report, fans ranked a welcoming, family-friendly environment above team success and on-pitch performance as a factor in match enjoyment.
- The report found that 15% of people who attended a women’s match in the past five years go at least monthly; 43% described themselves as casual followers and 10% as devoted supporters.
- Fans cited changing kick-off times and travel problems as attendance concerns, while some objected to clubs’ family-focused marketing.
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