Families v loyal fans - the attendance dilemma facing women's football

WSL attendances have plateaued after Euro 2022's surge, with some major derbies seeing sharp drops; clubs debate whether family-friendly marketing or scheduling inconsistency is to blame.

Women's Super League attendances surged 192% in the season following England's Euro 2022 triumph, but growth has stalled. Median crowds rose just 166 fans from 3,070 in 2023-24 to 3,236 in 2025-26, according to a YouGov and Populous report.

Some of the biggest fixtures have seen significant declines. Arsenal v Manchester United fell from 46,603 to 29,853, while Chelsea v Arsenal dropped from 34,302 to 19,349. Arsenal's average of 34,000 at Emirates last season has not been sustained, with their October match against Birmingham drawing just 19,546.

Research found only 15% of fans attend monthly, while 43% describe themselves as casual followers who engage mainly with international tournaments. When asked what matters most, supporters ranked a "welcoming, family-friendly environment" above team success and on-pitch quality. However, some fans have criticised the family-focused marketing strategy, arguing it alienates young adults with disposable income and distracts from the importance of winning.

Scheduling emerged as another key concern. Inconsistent kick-off times make it harder for fans to establish routines, with supporters citing constant changes and travel disruptions as reasons for reduced attendance. The October north London derby at 12:45 BST drew 13,719—less than half the 28,852 from 2024—partly because it clashed with Arsenal's men's match the same day.