From Stands To Screens: Behind The Fans Powering Women’s Football
Published on
by Izzy Fawcett
Women’s football is experiencing a global surge and comes with a growing, diverse, and deeply engaged fan base. But who are these fans? What draws them in? And how are they consuming the game in today’s ever-changing media landscape?
In this Insight:
Who are they?
Women’s football fans are diverse. They span all ages, genders, and backgrounds, though one of the most significant developments in recent years is the rise of female fans supporting women’s teams. According to data from UEFA and national associations, women now make up a growing percentage of match-going audiences, social media followers, and merchandise buyers across major leagues and tournaments.
Young women and girls are at the heart of this movement, many of whom didn’t grow up seeing themselves represented in the game but now find role models on and off the pitch. From teenagers who idolise the likes of Chloe Kelly and Alexia Putellas to mothers bringing their children to matches, the fanbase is increasingly family-oriented and community-driven.
At the same time, there’s a rising number of male fans who are genuinely invested in the women’s game, not as a “lesser” version of football, but as an exciting, competitive sport in its own right. SPORTFIVE's Women's Football Fan Survey found that the average gender of people interested in women's football was 52% male and 47% female, demonstrating that women's football is not only watched by women, but by everyone. This shift is helping to broaden the fan culture and normalise women’s football in the mainstream sporting landscape.
Why do they follow?
The motivations behind following women’s football are rich and varied:
• Representation: Many fans, especially women and girls, are drawn to the sport because they finally see athletes who they can relate to, achieving greatness on the world stage.
• Values and Culture: Women’s football is often perceived as more inclusive, community-focused, and less commercialised than the men’s game - a fresh alternative for disillusioned fans of the traditional football system.
• Quality of Play: As the sport develops, the standard of competition has reached new heights. Tactical sophistication, athleticism, and technical skill are on full display - especially in elite competitions like the Women’s Super League (WSL), NWSL, and UEFA Women’s Champions League.
• Storytelling: The players’ journeys, personal stories, and off-the-pitch activism resonate with fans. Whether it’s Megan Rapinoe speaking out for social justice or Leah Williamson sharing her injury comeback, these stories build emotional investment.
What do they like?
Women’s football fans value authenticity, access, and community. They appreciate clubs and federations that prioritise visibility, transparency, and fan engagement. Successful clubs often:
• Invest in behind-the-scenes content - showing the human side of athletes.
• Celebrate diversity and inclusion, not just on paper but in their operations and culture.
• Create accessible matchday experiences - affordable tickets, family-friendly environments, and stadiums that bring fans close to the action.
On social media, fans show strong preferences for player-led content, memorable moments, and real-time interactions. They’re not just following results - they’re engaging with the personalities, humour, and day-to-day life of the teams.
How do they consume?
The digital revolution has made women’s football more accessible than ever - and fans are taking full advantage:
• Streaming and Highlights: Platforms like DAZN, BBC iPlayer, and YouTube have become go-to destinations for watching matches, especially in countries where games aren’t widely televised.
• Social Media: Instagram, TikTok, and X (formerly Twitter) are central to the fan experience. From goal highlights and memes to interviews and matchday vlogs, fans crave a steady flow of content.
• Podcasts and Newsletters: Niche media outlets, fan-run blogs, and women’s football podcasts have created a grassroots ecosystem for in-depth analysis and community discussion.
• In-Person Attendance: Attendance at live games is on the rise, particularly in the UK, Spain, and the US. Many fans say they attend women’s matches because they’re more welcoming, affordable, and intimate than top-tier men’s games.
Looking Ahead
As brands, broadcasters, and governing bodies recognise the commercial potential of women’s football, the way fans are engaged will continue to evolve. But the core values -inclusion, community, and empowerment - remain central to what makes this fanbase special.
Understanding who these fans are and why they care isn’t just good marketing - it’s the foundation for building a sustainable future for the women’s game.
Your next read
For more details about the rise of women's football and how investments have transformed the game, read our free whitepaper, The Rise of Women's Football: A Movement, Not a Moment.
Covering key areas within the women's game, including the role of media, fans, players and brands, the whitepaper seeks to underline the growth, change and opportunity in women's football unpacking its multi-faceted commercial landscape.
Frequently Asked Questions
Brand identity refers to the visual, verbal, and experiential elements that collectively distinguish and represent a brand to its audience. It encompasses the brand's unique characteristics, personality, and the way it presents itself across various touchpoints. Key components of brand identity include:
Visual Elements: The brand's logo, colours, typography, imagery, and overall design contribute to a recognizable and cohesive visual identity.
Verbal Elements: The brand's voice, tone, messaging, taglines, and communication style define its verbal identity, creating a consistent and authentic brand language.
Brand Values and Personality: The core values, mission, and personality traits associated with the brand contribute to shaping its identity and resonating with the target audience.
Brand Guidelines: A set of guidelines and standards ensure consistency in the application of the brand identity across different channels and platforms.
By establishing a strong and consistent brand identity, a brand can build recognition, differentiate itself in the market, and create a lasting impression on consumers.
Social media plays a pivotal role in sports marketing, providing a dynamic and interactive platform to engage with fans, build brand presence, and amplify the reach of sports entities. The significance of various platforms, including Facebook, X (formerly Twitter), Instagram, TikTok, and emerging Web 3 formats, is immense:
Fan Engagement and Community Building
Social media platforms facilitate direct interactions between sports entities and fans, fostering a sense of community and engagement. Fans can share experiences, express opinions, and connect with their favourite teams, athletes, and events.
Real-time Updates and News Distribution
Platforms like X (formerly Twitter) serve as real-time news feeds, allowing sports organisations to share updates, live scores, and breaking news instantly. This immediacy enhances the fan experience and keeps them informed.
Visual Storytelling on Instagram
Instagram's visual-centric nature is ideal for sports marketing. Teams and athletes use it to share behind-the-scenes content, highlight moments, and create visually appealing narratives that resonate with fans.
Short-form Content on TikTok
TikTok's popularity for short-form, engaging content is harnessed by sports entities to showcase highlights, challenges, and entertaining snippets, appealing to a younger and diverse audience.
Brand Visibility and Sponsorship Activation
Brands leverage social media to activate sponsorships, promoting partnerships with teams or athletes through branded content, challenges, and interactive campaigns. This enhances brand visibility and aligns with the interests of the sports community.
Emergence of Web 3 Platforms
Web 3 platforms, driven by blockchain and decentralised technologies, are gaining traction. These platforms offer new possibilities for fan engagement, tokenized assets, and ownership models, allowing fans to have a more direct and participatory role in the sports ecosystem.
Global Reach and Accessibility
Social media breaks down geographical barriers, enabling sports organisations to reach a global audience. Live streaming, highlights, and interactive features ensure accessibility for fans worldwide.
Influencer Marketing and Athlete Branding
Athletes and sports influencers utilise social media to build personal brands, connect with fans, and attract sponsorships. Brands leverage athlete influencers to reach specific demographics and enhance their marketing efforts.
Fan-generated Content
Social media encourages fan-generated content, turning fans into brand ambassadors. User-generated content, such as fan art, reactions, and challenges, contributes to a vibrant sports community.
Data-driven Insights
Platforms provide valuable analytics and data, allowing sports marketers to understand audience behaviour, tailor content strategies, and measure the impact of campaigns.
Overall, social media platforms play a multifaceted role in sports marketing, enabling real-time communication, fostering community, and creating innovative ways to connect with fans and consumers. The evolution of platforms, including the rise of Web 3 technologies, continues to shape the future of sports marketing in the digital age.
Measuring the success of sports marketing activities involves assessing various key metrics and indicators that reflect the impact and effectiveness of campaigns. Here are key elements to consider:
Brand Awareness
Metrics: Tracking changes in brand awareness, recall, and recognition
Indicators: Increased mentions, positive sentiment, and improved brand recall among the target audience
Audience Engagement
Metrics: Monitoring likes, shares, comments, and overall engagement on social media platforms
Indicators: High levels of fan interaction, user-generated content, and social media impressions
Fan Base Growth
Metrics Tracking the growth in the number of followers, subscribers, or members
Indicators: Increasing fan base size on social media, email subscriptions, or official fan club registrations
Reach and Impressions
Metrics: Measuring the overall reach and impressions of marketing content
Indicators: High views, shares, and impressions across various channels and platforms
Conversion Rates
Metrics: Analysing the conversion of audience engagement into desired actions (e.g., ticket sales, merchandise purchases)
Indicators: Increased conversion rates and positive trends in desired actions
Return on Investment (ROI)
Metrics: Calculating the financial returns relative to the investment made in the marketing campaign.
Indicators: Positive ROI, where the revenue generated exceeds the marketing expenses.
Social Media Analytics
Metrics: Utilising platform-specific analytics for likes, retweets, shares, and follower growth
Indicators: A steady increase in engagement metrics and positive trends in follower growth
Website Traffic and Conversions
Metrics: Monitoring website traffic, page views, and conversion rates
Indicators: Increased website visits, longer time spent on site, and higher conversion rates
Brand Sentiment
Metrics: Analysing sentiment analysis tools to assess the overall sentiment towards the brand
Indicators: Positive shifts in sentiment, indicating a favourable perception among the audience
Partnership Impact
Metrics: Assessing the impact of sponsorships and partnerships on both brands involved
Indicators: Increased visibility, positive brand associations, and successful activation of sponsorship agreements
In-Game or Event Metrics
Metrics: Analysing in-game or event-specific metrics, such as attendance, TV viewership, and in-stadium engagement
Indicators: Positive trends in event-related metrics and overall fan experience
Surveys and Feedback
Metrics: Utilising surveys and feedback to gather direct opinions from the audience
Indicators: Positive feedback, high satisfaction levels, and insights for improvement
By assessing these metrics and indicators collectively, sports marketers can gain a comprehensive understanding of the success and impact of their marketing activities, allowing for data-driven adjustments and improvements in future campaigns.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.
SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
SPORTFIVE works across a wide spectrum of sports, including football (soccer), basketball, esports, motorsports, tennis, and more. The global presence allows SPORTFIVE to connect brands with top-tier sponsorship opportunities in almost any sport.
