News & Insight
Posted on November 11, 2024
By Bettina Baer
🇩🇪German 🇩🇪
🇫🇷 French 🇫🇷
Harnessing the power of WEURO25, major tournaments, and big game strategies to build the future of women’s football
- Driving growth with WEURO25: By applying targeted marketing techniques, WEURO25 has the potential to increase domestic attendance by an average of 2x across Europe’s top leagues in the 2025-26 season, with Switzerland and nearby regions likely to see the highest gains
- Building new audiences: Two Circles’ analysis shows that hosting international football tournaments consistently attracts new fans, with audiences increasingly eager to watch their favourite players live
- Proactive approach needed: To secure this growth, leagues and clubs need to take proactive measures and plan ahead to capture and sustain this momentum
Celebrating continued growth in women’s football for 2023-24
Average attendances across the top four European leagues (Frauen-Bundesliga, WSL, Liga F, D1) grew by 24% in 2023-24. This impressive increase, envied by many sports, highlighting the long term commercial potential of women’s football—provided that clubs and leagues have the structure in place to capitalise on it.
In the 2023-24 season, the Women’s Super League (WSL) saw a 41% rise in attendance, with France’s D1 Feminine following at 38%, Liga F at 11%, and Germany’s Frauen-Bundesliga at 6%. While the WSL continued strong growth on an already high base, France also made significant gains, bringing it closer to Liga F and Frauen-Bundesliga’s average attendance levels.
Although the Frauen-Bundesliga’s growth rate has slowed to 6% compared to previous years, there are positive trends in attendance structure. Games with fewer than 1,000 attendees have decreased by 10%, while more games now see attendance between 1,000 and 5,000. Notably, this growth is driven by a variety of clubs across the league, rather than being concentrated among the top two or three teams.
Attendance continues to grow as clubs open the doors to larger stadiums, tapping into iconic venues with greater capacities to draw bigger crowds, particularly from men’s team first club fans and ‘big event’ attendees. For instance, Arsenal’s average attendance in the 2023-2024 season saw a remarkable contrast between their main stadium and their regular venue: 52,000 at Emirates Stadium versus just 3,595 at Meadow Park in Boreham Wood. Delivering an exceptional matchday experience and guiding first-time attendees to secure tickets for future games is key to building regular audiences and deepening their passion.
Read more about our Big Game Strategy findings here.
Impact of Major Tournaments
The boost from major tournaments close to home is undeniable. The UEFA Women’s Euros in England attracted commercial partners and brought in new fans, especially benefiting the domestic league, the WSL. However, post-FIFA Women’s World Cup 2023 growth across Europe was slower, highlighting that proximity to the tournament and sharing a similar time zone are crucial for audience engagement. In contrast, Australia’s A-League Women saw a 92% surge in average attendance after hosting the World Cup, underscoring the direct impact of being the host nation on fan growth. Visa’s Women’s Football Whitepaper, The Compound Effect in Women’s Football, reveals that in both England and Australia, the top driver of new fandom was simply: “my country hosted a major tournament,” with fans recognising it as a historic moment.
Capturing the surge in interest immediately is essential. The impact of the UEFA Women’s Euros on European leagues was strongest in the first half of the 2022/23 season, with interest peaking closest to the tournament. In the Women’s Super League (WSL), for instance, average attendance rose to 6,636 in the first half of the season, only to drop to 5,222 in the second half. This pattern wasn’t unique to the WSL; Germany’s DFB Frauen and Spain’s Liga F also experienced similar declines. However, in the 2023/24 season, average attendances either held steady or increased from the first to the second half. This trend highlights the importance for clubs and leagues to act swiftly, making the most of the excitement and attention immediately following a major tournament.
Selling out large stadiums during major tournaments isn’t just a milestone—it’s a game-changer, sending a bold message to fans and stakeholders alike. It’s proof that audiences are ready to show up in massive numbers to support women’s football, making a compelling case for leagues and clubs to bring more league matches to big venues. Sure, league games may lack the high-stakes thrill of a major tournament, and marketers still have a challenge in consistently filling those seats. But the electrifying success of these big moments sends an undeniable signal: women’s football is exploding, and it’s ready to take centre stage on the world’s biggest platforms.
Looking Ahead to WEURO25
As we look ahead to WEURO 2025 in Switzerland, the opportunity to ignite lasting growth is right in front of us. But for this spark to turn into a sustained increase in attendance—not just in Switzerland, but across Europe—leagues and clubs need to start preparing now. The question is: Will WEURO 2025 create a legacy that drives attendance season after season? We’re thrilled to be taking on this challenge, working closely with some of the biggest names in women’s sport, including Arsenal FC, the WSL, the NWSL, UEFA, DFB Frauen Bundesliga, KC Current, and many more. Together, we’re building on the momentum, and we can’t wait to see the incredible impact an unforgettable WEURO will deliver in 2025.