England’s historic appearance in the 2023 FIFA Women’s World Cup final has coincided with a surge in women’s football fan engagement, according to new research from Brand Finance.
The study found that the number of women who follow football has increased substantially in the UK since the last World Cup in 2019. This growth has also been pronounced in other countries with strong national teams, such as Australia. In the UK, for example, the number of women who say they follow football has risen from 25% to 33% over three years.
Hugo Hensley, Head of Sports Services at Brand Finance, said: “The growth of women’s football fan engagement is a positive development for the sport. It shows that more and more women are interested in football, and that they are finding new and innovative ways to engage with the sport. This is good news for sponsors, broadcasters, and investors, as it suggests that the potential return on investment for football sponsorships is increasing.”
“When women feel like they belong in football, they are more likely to become fans. Hosting major tournaments like the World Cup can help to create a more inclusive and welcoming environment for women, which can lead to increased fan engagement.”
The research also found that women are more likely to be engaged with football when they feel that the sport is inclusive and welcoming to all. This is why hosting major tournaments, such as the 2023 FIFA Women’s World Cup in Australia and New Zealand, can be so important for growing fan engagement. The Australian quarter-final match against France was the most-watched television show in Australia this year, but overtaken subsequently by the Australian semi-final match against England, which was reportedly the most watched Australian television program this century.