England’s historic appearance in the 2023 FIFA Women’s World Cup final coincides with a surge in female football fan engagement, according to new research from Brand Finance.
The number of women following football in England has increased significantly since the last World Cup in 2019, research has found. This growth is also evident in other countries with strong national teams, such as Australia. In the UK, the number of women who say they follow football has risen from 25% to 33% in three years.
Hugo Hensley, Head of Sports Services at Brand Finance, said: “The growth in female football fan participation is a positive development for the sport. It shows that more and more women are interested in football and they are finding new and innovative ways to get involved The sport. This is good news for sponsors, broadcasters and investors, as it shows that the potential return on investment of football sponsorship is increasing. When women feel they are interested in football, they are more likely to become fans. Hosting a major event like the World Cup helps create a more inclusive and welcoming environment for women, leading to better fan engagement.”
The research also found that when women feel that football is inclusive and welcoming to all, they are more likely to participate. This is why staging a major event such as the 2023 FIFA Women’s World Cup in Australia and New Zealand is so important to increasing fan engagement, for example Australia’s quarter-final against France was Australia’s most-watched TV program this year, but then Overtaken by Australia’s semi-final against England, it was reportedly Australia’s most-watched TV show of the century.
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2023-09-07 18:00:16
