Average attendances in the Women's Super League have stalled after a post-Euro 2022 surge, with median crowds rising only slightly in the 2025-26 season according to a new report from YouGov and architecture firm Populous.
Attendance figures show slowdown
The report, based on a survey of 2,000 fans, found that median WSL crowds increased by just 166 fans – from 3,070 in 2023-24 to 3,236 in 2025-26. This follows a 192% jump in average attendances in the season after the Lionesses' Euro 2022 triumph. Some of the biggest fixtures have seen significant drops: Arsenal vs Manchester United at Emirates Stadium fell from 46,603 in 2024-25 to 29,853 this season, while Chelsea vs Arsenal dropped from 34,302 to 19,349. Arsenal's October match against Birmingham City drew just 19,546, down from an average of 34,000 at the Emirates last season. The north London derby at Tottenham Hotspur Stadium attracted 13,719 fans, less than half the 28,852 who attended the same fixture in 2024. Manchester United vs Manchester City at Leigh Village drew 5,361, compared with 24,983 at Old Trafford in March 2026.
Family-friendly marketing divides fans
The research found that a "welcoming, family-friendly environment" ranked above team success and on-pitch quality for both established and potential fans. Only 15% of attendees in the past five years go at least monthly, while 43% describe themselves as casual followers engaged mainly with major tournaments, and just 10% identify as devoted supporters. Some fans have criticised the family-focused approach. Tottenham fan Dakota said marketing aimed at kids and families ignores young adults with disposable income. Another Spurs fan, Rosewen, argued clubs are losing sight of football and winning. Brighton's "Saturday Spooktacular" against West Ham featured a haunted house, face-painting and costume competitions, taking up most of the advertisement.
Scheduling inconsistencies cited as barrier
Inconsistent kick-off times emerged as a common concern. Arsenal fan Sue said constant changes to game times and travel disruptions put families off, urging regular days and time slots. Victoria agreed, calling scheduling "dreadful" and advocating for consistent Sunday afternoons. The October north London derby kicked off at 12:45 BST, clashing with Arsenal's men's match later that day, forcing some fans to choose. A WSL Football spokesperson acknowledged fixture challenges but said demand remains strong, with cumulative attendances exceeding one million across the past three seasons.
Competitive balance and stadium design
One fan noted a lack of jeopardy in many WSL matches, with fewer European places and relegation spots creating "dead rubbers". London City Lionesses owner Michele Kang said competitive balance in Spain, France and Germany is "not quite there yet", citing Barcelona's appearance in seven of the past eight Women's Champions League finals. Home venues vary widely, from Manchester United's 12,000-seat Leigh Sports Village and Brighton's 6,134-seat Broadfield Stadium to Arsenal's 60,000-capacity Emirates. Larger stadiums can feel empty, while smaller venues generate atmosphere but limit capacity. Brighton plans Europe's first purpose-built women's football stadium, a £75-80m, 10,000-capacity ground next to the Amex, aligned with the WSL's "world-first design guidelines" for stadiums that better serve female players and fans.
Clubs seek to convert occasional visitors into regulars
Four years on from Euro 2022, the challenge is turning occasional visitors into regular supporters and building tribalism. Cost-of-living pressures may also affect crowds. Some believe clubs can cater to different audiences simultaneously: London City Lionesses offered a children's fan zone and a post-match Oktoberfest for older fans. Former England international Ellen White said women's football is for everyone and the focus should be on marketing strategies that grow the game and sell out stadiums. A WSL Football spokesperson said growth is not linear and the league is working proactively with clubs to increase visibility and build match awareness.
