What's working - and what's not - for WSL fans?
According to Sports.
Context
Arsenal, as one of the leading clubs in the Women's Super League, plays a crucial role in the growth of women's football. With a loyal and growing fan base, the club not only leads in terms of attendance, but also becomes a model for other teams in the league, such as Chelsea and London City Lionesses, in terms of engagement and accessibility.
Why this matters
The growing popularity of the Women's Super League (WSL) reflects a significant advancement in Women's Football, with Arsenal leading in attendance. The average attendance of 34,000 at Emirates Stadium not only highlights the club's success, but also raises questions about the fan experience and the need for improvements to accessibility and engagement. The gender balance among WSL fans is an indication that women's football is attracting a more diverse and younger audience.
Main conclusions
- What's working - and what's not - for WSL fans?.
- BBC Sport explores Women's Super League fan experiences, highlighting successes and areas for improvement in engagement and accessibility.
- What's working - and what's not - for WSL fans?.
The growing popularity of the Women’s Super League (WSL) has attracted the attention of an increasing number of fans, but it also raises questions about the fan experience. Rachel Major, an Arsenal fan for 20 years, often finds herself defending her team from the taunts of rivals, especially in relation to the increased attendance at matches. Last season, Arsenal recorded an impressive average of 34,000 fans at the Emirates Stadium, almost four times the average of Chelsea, the team with the second biggest attendance. This represents a significant success for the club, which alone accounts for 41% of all fans attending WSL matches, but also raises challenges on how to improve the fan experience in a growing landscape.
To better understand the situation, BBC Sport spoke to fans about how to keep followers engaged, attract new fans and inspire the next generations. A YouGov study from January 2026 revealed that there are 28.5 million WSL football fans worldwide, with the gender split being roughly equal and with almost half of fans in the 18-34 age group. This is in stark contrast to men's football, which tends to be more masculine and has an older audience. London City Lionesses fan Donna Jones expressed her sentiment: "In a men's game, you feel like you're just a cog. In women's football, the players and staff want to build a relationship with the fans."
The London City Lionesses, who are the only fully independent club in the WSL, had an average attendance of around 3,000 fans at the Copperjax Community Stadium, on their debut in the top division. The team received the Best Fan Engagement award at the 2026 Women’s Football Awards, in recognition of their efforts to attract new fans. The family nature of women's football has been crucial to its growth inEngland, especially after the women's team's back-to-back victories at the European Championships in 2022 and 2025, which generated a significant increase in interest.
Mark Jenkins, who took his daughters to their first professional game at the Wembley fan park before the England-Spain match, highlighted the positive atmosphere: "We did a lot of research about what time to arrive and what would be happening - it was a really good atmosphere at the fan park. [My daughters] liked it and the first thing they said was, 'Can we do that again?' Women's sport is more accessible now. Eventually, they will know the players' names and have posters on the wall, just like I did."
Over the past two years, the WSL has trialled a fan-choice pilot allowing alcohol consumption in the stands. The measure, adopted by 18 WSL and WSL2 clubs, was well received, with 70% of fans supporting the initiative. Major said: "It's absolutely brilliant. People behave better. Before, you had 15 minutes to queue, buy a drink and consume it before going in. This could promote irresponsible alcohol consumption."
Deborah Dilworth, from the Football Supporters’ Association, commented that this is one of many strategies to improve the game day experience. As crowd attendance increased, there was an effort to create separate seating areas to accommodate both ardent fans and occasional visitors. However, one of the main complaints from fans is the programming. In 2025-26, the WSL replaced the 6:45pm Sunday start time with midday games, but that didn't go down well either. Regular breaks during the season have also been problematic. Former England defender Anita Asante has suggested that the long gaps between games undermine rhythm and continuity for fans. Another complaint is about accessibility. Although Premier League-level stadiums such as Emirates Stadium and Goodison Park are well equipped, smaller venues can be less accessible. Major, who travels with Arsenal, highlighted the unfavorable conditions when visiting West Ham's Chigwell Construction Stadium, which is shared with National League club Dagenham & Redbridge. "There are no seats, so if someone can't stand, if they're elderly, if they're injured or if they're disabled, it's not a good experience," she said.
From next season, Chelsea will play all of their WSL home matches at Stamford Bridge, joining Arsenal, Aston Villa and Everton in choosing stadiums with better transport links and facilities. To engage fans, whether in stadiums or at home, there is a need to refine communication and marketing strategies. BBC Sport's Summer 2025 survey revealed that social media is the main way to reach younger audiences, with 35% of 18-24 year olds using social media as their main method of following women's football. The next World Cup, which will take place in Brazil, should increase the excitement even further, although England will need to go through two playoff rounds to guarantee their place. For now, the onus is on clubs to resolve existing issues and harness the power of the national team to drive growth to the next level.
What happens tofollow
With the WSL expanding, clubs like Arsenal and Chelsea must focus on strategies to improve the fan experience, attracting new fans and keeping current ones engaged. YouGov research suggests the league has the potential to grow further, especially among young people. The interaction between players and fans, as mentioned by Donna Jones, could be a key to strengthening this connection and inspiring future generations to get involved in Women's Football.