The incredible rise of women’s football in England presents a unique opportunity to delve into fan engagement in a context that has long been overshadowed by men’s sports.
Despite increasing popularity and visibility, especially at the professional level, there’s still a significant gap in understanding the complete fan experience—how fans connect with the game before, during, and after matches. This research was motivated by the need to bridge this gap and highlight the diverse and vibrant fan cultures that make women’s football special.
The project aims to explore the full fan journey in women’s football, identifying key touchpoints that influence fan decisions - including moments of delight and challenges. We hope to provide a comprehensive understanding of fan engagement and develop actionable strategies to improve it.
Mapping the fan journey
While most studies on fan engagement focus on men’s sports or stadium attendance, this project takes a broader view by mapping the entire fan journey. We aim to capture not only what happens during games but also the build-up and post-match experiences that shape fans’ overall perceptions.
The research will involve gathering insights from individuals who engage with women’s football. Participants will be asked to share their experiences through methods designed to capture their perspectives on the fan journey.
The use of participant observation diaries—both text-based and video—will allow us to capture deeply personal insights into the fan experience, making this research both unique and highly impactful.
Our approach will focus on collecting a wide range of views to ensure diverse voices are represented, providing a holistic understanding of fan engagement.
The project is planned to run for one year, allowing sufficient time to gather and analyse data, publish findings, and engage with both academic and non-academic audiences.
Academically, it will fill a significant gap in the literature - providing a deeper understanding of fan engagement in women’s football. Practically, it will deliver actionable recommendations for clubs and organisations, helping them foster stronger connections with fans and grow the sport.
Public engagement initiatives, such as events and online content, will also ensure the findings reach a wide audience, benefiting fans directly.
Providing a deeper understanding of fan engagement
Fans are the heart of any sport, and their experiences can determine the success and sustainability of teams and leagues. Women’s football is at a pivotal moment, and creating a more inclusive and engaging experience is essential to its growth.
We aim to enhance the fan experience in women’s football by uncovering key insights into what makes it enjoyable, inclusive, and accessible, as well as identifying areas for improvement. Our goal is to empower clubs, leagues, and policymakers to foster a more welcoming and engaging environment that meets the diverse needs of all fans.
By identifying barriers and challenges faced by fans, as well as uncovering the moments of joy that keep them coming back, and engage with the game, this research can help clubs, leagues, and policymakers better meet the needs of their supporters.
Women’s football fans will gain a more inclusive and enjoyable experience, while clubs and leagues will have the tools they need to grow their supporter base and create a more vibrant atmosphere. The broader impact will be felt across the sport, helping to solidify women’s football as a significant cultural and social force.
Ultimately, this work will support the long-term growth and inclusivity of women’s football.