People still don't go to women's football

The evolving landscape of women's football and persistent gaps

The narrative around women's football has undeniably shifted. Major tournaments like the FIFA Women's World Cup, for instance, have shattered viewership records repeatedly. The 2023 tournament in Australia and New Zealand, for example, garnered an astounding 2 billion cumulative viewers across its broadcast and digital platforms, with the final drawing a peak audience of 75.7 million globally. Similarly, domestic leagues such as the Women's Super League (WSL) in England, the NWSL in the USA, and Liga F in Spain are experiencing unprecedented investment and media coverage. Star players like Alexia Putellas, Sam Kerr, and Trinity Rodman have become household names, demonstrating exceptional talent and athleticism. Yet, when focusing on regular league matches or less high-profile fixtures, the question of why people still don't go to women's football in numbers comparable to men's professional leagues becomes critical. This disparity highlights a disconnect between major event success and sustained, everyday fan engagement, indicating deeper structural and cultural barriers.

For example, while the WSL saw a record average attendance of 7,162 in the 2023-24 season, which is a significant improvement, it still pales in comparison to the Premier League's average of over 38,000 during the same period. Even considering the different stages of development, this gap underscores the need to analyze the underlying reasons why a larger segment of the public is not yet consistently attending women's matches.

Historical underinvestment and media visibility deficit

A legacy of neglect

One of the primary reasons why people still don't go to women's football in larger numbers stems from decades of historical underinvestment and institutional neglect. For much of the 20th century, women's football was either banned outright or severely restricted in many countries, stifling its development and preventing the establishment of a robust professional infrastructure. This meant less funding for grassroots programs, coaching, facilities, and pathways to elite competition. Consequently, the game was slower to professionalize, and generations of potential fans grew up without consistent exposure to high-level women's football.

The media's crucial role

The lack of consistent media visibility has been a formidable barrier. For a long time, women's football received minimal airtime, print coverage, or online promotion. This created a vicious cycle: limited coverage meant less public awareness, which in turn contributed to lower attendance, making it harder to justify increased media investment. While this is changing rapidly - with major broadcasters like Sky Sports and the BBC now regularly showing WSL matches - the cumulative effect of past media scarcity means many potential fans are still playing catch-up in terms of familiarity with teams, players, and narratives. Without the consistent storytelling that drives fan loyalty in the men's game, it's harder to convert casual observers into regular attendees. The lack of historic, widely televised highlights or iconic moments accessible to past generations also means the cultural imprint is not as deep.

Addressing perceptions and stereotypes

Battling preconceived notions

Deep-seated societal perceptions and stereotypes also play a significant role in why people still don't go to women's football. Some people hold preconceived notions that the women's game is inherently "less exciting," "slower," or "less skillful" than the men's game. These comparisons are often unfair and fail to appreciate the unique tactical nuances, technical prowess, and intense competitiveness that characterize modern women's football. Players like Pernille Harder, known for her incredible vision and goal-scoring ability, or Crystal Dunn, a versatile and powerful midfielder/defender, demonstrate the high level of athleticism and tactical intelligence on display.

Shifting the narrative

These stereotypes can deter potential spectators who might otherwise enjoy the sport. The game's evolution, however, proves these perceptions increasingly outdated. Modern women's football features incredible athleticism, intricate passing sequences, spectacular goals, and fierce rivalries. The growth in tactical sophistication and physical conditioning means the game is faster and more dynamic than ever before. Educating the public and consistently showcasing the quality of play through accessible media is crucial to dismantle these barriers and encourage a more open-minded approach to attendance. For instance, the tactical battlegrounds in NWSL matches are often as complex and engaging as any top-tier men's league.

Infrastructure, accessibility, and fan experience

Venue and scheduling challenges

Practical considerations also contribute to the attendance gap. Women's teams often play in smaller stadiums, sometimes shared with lower-league men's teams or even youth academies. While this can foster an intimate atmosphere, it can also limit capacity and accessibility for a growing fanbase, especially when a team's popularity surges. For example, while Arsenal Women regularly sell out their Meadow Park stadium (capacity ~4,500), they often move high-profile matches to the Emirates Stadium (capacity ~60,000), where they've achieved record attendances, demonstrating that the appetite exists when the venue is appropriate and marketed effectively. Location can also be an issue; some grounds are less centrally located or have poorer public transport links, making it harder for fans to attend regularly.

Building a matchday culture

The matchday experience is another factor. While many clubs are working hard to enhance this, the traditions, rituals, and established fan culture that draw people to men's football have taken generations to build. Women's football is still in the process of forging these deep-rooted connections. This includes everything from pre-match entertainment, dedicated fan zones, catering options, and creating an atmosphere that encourages repeat attendance and loyalty. scheduling conflicts with popular men's matches or other weekend events can also divert potential attendees. While ticket prices for women's games are generally more affordable, the perceived value proposition still needs to compete with numerous entertainment options.

The path forward: driving sustainable growth

Strategic investment and professionalization

Addressing why people still don't go to women's football requires sustained, strategic effort. Increased investment from governing bodies (like FIFA and UEFA), national federations, and clubs is paramount. This includes not just player salaries and professional contracts, but also improved training facilities, medical support, and youth development pathways to ensure a continuous pipeline of talent. The professionalization of coaching and support staff is equally crucial. The growth of multi-million-pound transfer fees in women's football, though still nascent, indicates a positive trend towards valuing players appropriately.

Enhanced media strategies and grassroots engagement

Continued and expanded media coverage is non-negotiable. This means more prime-time slots, dedicated highlight shows, in-depth punditry, and compelling storytelling about the players and teams. Digital platforms also play a vital role in reaching new audiences. Beyond elite levels, grassroots initiatives are essential to foster a love for the game from a young age, encouraging girls to play and families to support. Community engagement programs by professional clubs can build local loyalties. Promoting the unique qualities of the women's game - often cited for its sportsmanship, technical skill, and accessibility to players - can help carve out its distinct appeal. Ultimately, converting casual interest into consistent attendance means creating an irresistible product both on and off the pitch, supported by a strong marketing strategy that celebrates the game's unique identity.

Examples like the UEFA Women's EURO 2022, which saw record attendances and media engagement, demonstrate the immense potential when investment, visibility, and quality of play align. The final at Wembley Stadium, with over 87,000 fans, proved that when people are given the opportunity and compelling reason, they will go to women's football.