Executive Summary

Women’s football is more than just a sport experiencing a period of growth, it’s a cultural movement that is gathering momentum around the world. However, despite its diverse and expanding fan base, venues for women’s football in the UK are mostly shared with men’s teams from varying level of the football pyramid and are therefore designed primarily for male audiences. This report examines the pivotal role that women-specific football venues can play in shaping the sport’s future.

The report addresses a crucial question: How can women-specific venues enhance fan experience, unlock commercial potential and drive long-term engagement?

We assess the current infrastructure challenges and highlight the opportunities for creating more inclusive, fan-focused environments.

Although the focus of the report is on women’s football in the UK, the insights and recommendations are applicable to all women’s sports, globally, offering a framework adaptable to diverse contexts.

This report sets out three key objectives:

• Define the distinctive characteristics of women’s football fans to better understand their specific needs and preferences when attending venues.
• Review and assess the latest trends in enhancing fan experience at sports venues, detailing how these trends can shape the future of women’s football.
• Highlight the commercial opportunities associated with enhancing fan experiences in women’s football.

Through practical recommendations, this report seeks to provide actionable guidance and recommendations to club decision-makers on enhancing fan experience, to inform future strategies and decisions regarding venue development.

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