By Basant El-Faramawy
Average Women's Super League attendances surged by 192% in the season following the Lionesses' Euro 2022 triumph, but the rapid growth has stalled. Median crowds have risen by just 166 fans, from 3,070 in 2023-24 to 3,236 in 2025-26, according to a 2026 report from YouGov and architecture firm Populous.
Major fixtures see significant drops
Some of the league's biggest matches are attracting notably smaller crowds. Arsenal versus Manchester United at Emirates Stadium fell from 46,603 in 2024-25 to 29,853 this season, while Chelsea versus Arsenal dropped from 34,302 to 19,349 over the same period. The Gunners, who averaged 34,000 at the Emirates last season, drew just 19,546 for an October match against Birmingham City. Manchester United against Manchester City at Leigh Village in October drew 5,361, compared with 24,983 for the same fixture at Old Trafford in March 2026.
Family-friendly marketing divides fans
Research found a "welcoming, family-friendly environment" ranked above team success and on-pitch quality for matchday enjoyment among both established and potential fans. Only 15% of attendees in the past five years go monthly, while 43% describe themselves as casual followers engaged mainly with major tournaments, and just 10% identify as devoted supporters.
Some fans have criticized the family-focused approach. Tottenham supporter Dakota said marketing aimed at "kids and families rather than young adults with disposable income" hinders growth. Fellow Spurs fan Rosewen added: "They can offer attractions to tempt people through the gates but we're losing sight of football and the importance of winning." Brighton's "Saturday Spooktacular" against West Ham featured a haunted house, face-painting, and costume competitions dominating the advertisement.
Scheduling inconsistency frustrates supporters
Inconsistent kick-off times emerged as a common concern. Arsenal fan Sue cited constant changes to game times and travel disruptions, saying: "WSL needs regular days/time slots to attract consistent fans." Another supporter, Victoria, urged sticking to Sunday afternoons. The October north London derby at Tottenham Hotspur Stadium kicked off at 12:45 BST, clashing with Arsenal's men's match against Everton later that day; attendance was 13,719, less than half the 28,852 who watched the same fixture in 2024.
Competitive balance and product concerns
One fan told BBC Sport a lack of jeopardy makes matches less appealing: "In the Premier League most games have competition for something. WSL has less European places and fewer relegation places. Too many 'nothing' games." London City Lionesses owner Michele Kang echoed this at the World Football Summit in Madrid, noting competitive balance in Spain, France, and Germany "is not quite there yet." Barcelona have appeared in seven of the past eight Women's Champions League finals.
Stadium design and future plans
Home venues vary widely, from Manchester United's 12,000-capacity Leigh Sports Village and Brighton's 6,134-seat Broadfield Stadium to Arsenal's 60,000-seat Emirates and Chelsea and Everton's 40,000-capacity grounds. Larger stadiums can feel empty, while smaller venues generate atmosphere at the expense of capacity. One supporter noted the novelty of visiting iconic men's stadiums has worn off.
Brighton plans Europe's first purpose-built women's football stadium, a £75-80m, 10,000-capacity ground next to the Amex. CEO Paul Barber said a dedicated stadium gives "respect and focus" to the women's team. The move aligns with the WSL's "world-first design guidelines" arguing stadiums have historically been built for men's football.
Building lasting fandom
Former England international Ellen White said: "The beautiful thing about women's football is that it is for everyone. I don't think it's about dismissing any of our audiences. I think it's about finding the marketing strategies that will grow our game and sell stadiums out." Some clubs are catering to different audiences simultaneously; London City Lionesses recently hosted a children's fan zone and a post-match Oktoberfest for older fans on the same matchday.
Four years on from Euro 2022, the WSL's challenge is turning occasional visitors into regular supporters and building tribalism. As professional pathways produce more elite players, standards and competitiveness should rise, while the first generation growing up with regular exposure to women's football may drive future attendance booms.
