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

Women’s Super League attendances surged by 192% in the season after England’s Euro 2022 win, but growth has slowed sharply, according to a 2026 report from YouGov and architecture firm Populous. Median crowds rose by only 166, from 3,070 in 2023-24 to 3,236 in 2025-2026. Several headline matches drew less than before: Arsenal vs Manchester United at Emirates fell from 46,603 in 2024-25 to 29,853 this season, and Chelsea vs Arsenal dropped from 34,302 to 19,349. The report also highlights a gap in “family-friendly” marketing priorities versus what fans say they value—welcoming, family-friendly environments ranked above performance. Fans cited concerns about reaching young adults, not just families.