- Published
Average Women's Super League attendances surged by 192% in the season after the Lionesses' Euro 2022 triumph, but the speed of the boom has stalled.
asserted
speed → publish → boom
Median crowds have risen by just 166 fans, from 3,070 in 2023-24 to 3,236 in 2025-2026, according to a 2026 report from YouGov and architecture firm Populous, external.
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crowds → rise → YouGov
Some of the biggest fixtures are now attracting significantly smaller attendances.
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Some → attract → attendances
Arsenal against Manchester United at Emirates Stadium fell from 46,603 in 2024-25 to 29,853 this season, while Chelsea v Arsenal dropped from 34,302 to 19,349 over the same period.
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Chelsea → fall → period
The Gunners, who averaged 34,000 at the Emirates last season - almost four times the next-highest club, Chelsea, and higher than eight Premier League sides, external - had just 19,546 for their October match against Birmingham City.
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who → average → City
There are bright spots, including a sold-out 4,000-ticket Arsenal away allocation at Tottenham for the first time, but the wider trend for some matches is clear.
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trend → be → matches
Manchester United against Manchester City was hosted at Leigh Village in October with a crowd of 5,361.
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United → host → 5,361
The same fixture was held at Old Trafford in March 2026 with 24,983 fans.
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fixture → hold → fans
Families v loyal fans - can women's football attract both?
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football → attract → both
When supporters were asked what mattered most to their enjoyment of a women's football match in the report, a "welcoming, family-friendly environment" ranked above team success and the quality of on-pitch performance for both established and potential fans.
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environment → ask → fans
The research found only 15% of fans who have attended a women's match in the past five years do so at least monthly.
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who → find → years
Meanwhile, 43% describe themselves as casual followers who engage more with major international tournaments than domestic club football, while just 10% identify as devoted supporters.
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% → describe → supporters
The findings suggest there is a possible matchday "experience gap" in the domestic game, with some clubs seeking to address it through family-friendly initiatives.
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clubs → suggest → initiatives
However, some fans have voiced their frustration at the family-friendly marketing.
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fans → voice → marketing
Tottenham fan Dakota said "I'm almost glad I can't make it" in relation to a Spurs social media advert about the north London derby, which listed DJs, drinks, face painting and freestylers.
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which → say → DJs
She added: "We'll never grow as a women's club if the entire marketing is for kids and families rather than young adults with disposable income."
Spurs fan Rosewen had similar views: "They can offer attractions to tempt people through the gates but we're losing sight of football and the importance of winning."
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we → add → football
On the recent low crowd for the north London derby, one fan wrote on X: "Attendances across the WSL are down so this isn't a Spurs specific issue.
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this → write → WSL
However, the club has used a one-dimensional family-friendly marketing strategy for years."
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club → use → years
Brighton took a similar family-focused approach for their October match against West Ham at the Amex, promoting a "Saturday Spooktacular" with attractions including a haunted house, face-painting, hair braiding, costume competitions and other activities taking up the majority of the advert.
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Brighton → take → advert
How does scheduling impact crowd numbers?
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scheduling → impact → numbers
Premier League football has long owned the 3pm Saturday slot while the WSL has varied kick-off times, making it harder for fans to establish a regular routine.
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fans → own → routine
Inconsistent kick-off times emerged as a common concern when BBC Sport asked why attendances were falling.
Gunners fan Sue said: "It's the constant changing of the game times and travel issues.
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It → emerge → times
I had six lots of tickets for Arsenal games last season.
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I → have → games
For three matches, the day and time changed and for another three, there were bus replacements for trains.
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day → change → trains
"These issues put families off.
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issues → put → families
WSL needs regular days/time slots to attract consistent fans."
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WSL → need → fans
Victoria agreed: "Scheduling is dreadful.
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Scheduling → agree → ?
They need to stick to Sunday afternoon where possible.
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They → need → afternoon
I get fed up of all the late changes to day/times.
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I → feed → times
The October north London derby at Tottenham Hotspur Stadium kicked off at 12:45 BST, with Arsenal's men playing Everton later the same day, forcing some fans to choose between the two.
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men → kick → two
The attendance at the women's match was 13,719, less than half the 28,852 who watched the same fixture in 2024.
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who → watch → 2024
Attempts to attract new audiences to women's football have sometimes misfired.
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Attempts → attract → football
The Sky Sports TikTok channel Halo was shut down within 48 hours after criticism that its pink branding and lifestyle-focused content felt patronising.
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branding → shut → criticism
Similar concerns followed a Women's League Cup draw hosted by influencer GK Barry.
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concerns → follow → Barry
Disney+'s coverage of the Women's Champions League also faced challenge for including gimmicks such as a dog and a vegetable platter.
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coverage → face → dog
The debate highlights a wider challenge for broadcasters: how do you attract new audiences without alienating existing ones?
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you → highlight → ones
Is the product competitive enough?
One fan told BBC Sport a lack of jeopardy makes WSL matches less appealing: "Attendances need to be taken in context.
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Attendances → tell → context
If a match is a 'dead rubber' less people will turn up against a game with something on it.
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people → turn → it
In the Premier League most games have competition for something.
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games → have → something
WSL has less European places and fewer relegation places.
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WSL → have → places
…and 22 more, not listed.
The Aporia
