The momentum enjoyed by English women’s football throughout 2024 is set to continue to pace in 2025, according to sports marketing agency Two Circles.
Based on figures from 2024, women’s football was the fifth most attended sport in the UK when considered a separate entity to the men’s game, the firm revealed.
This places women’s football ahead of rugby league, a sport with a much longer history and with more established clubs, in terms of attendance. Two Circle data shows that 2.12 million people attended women’s football games in 2024, up 38% from 2023.
The most attended sport overall was men’s football, unsprung given its grip on UK sports culture and the Premier League’s position as one of the world’s leading leagues. It was followed by rugby union, cricket and horse racing.
Regardless of the continuing dominance of men’s football – a leadership position which will likely never be broken – data from the likes of Two Circles shows that women’s football is becoming a considerable sporting force in its own right, complete with all the commercial opportunities that come with such growth.
Gareth Balch, Co-Founder and CEO of Two Circles, said: “It’s no surprise to us that sport continues to flourish despite the economic challenges the UK is facing. We know that there is a huge opportunity for organizations that evolve and grow in line with the ever increasing demand for live experiences.”
Sports in general are seeing considerable increases in attendance, not just women’s football. Two Circles asserts that overall there has been a 27% increase in sports attendance over the past decade.
The impact of COVID-19 dealt an obvious blow to this, but in the years after lockdown spectators have returned to stadiums with enthusiasm. For some of the biggest Premier League clubs visiting overseas supporters are also a significant revenue stream.
The top-flight of English football saw a 97% occupancy rate with total spectator numbers reaching 55 million, Two Circles says. Though the English Football League (EFL) has not been addressed by the firm, attendance is more than stellar – the Championship is the sixth most attended league in the world.
With Premier League clubs apparently getting the blueprints ready for some major building projects over the coming years, the battle for in-stadia fan engagement could soon be on.
“The winners will be those who understand their fans best, and focus on creating better experiences for them, along with the creation of new formats, like The Hundred, which can engage both existing and new audiences,” Balch added.
“Capitalizing on major events also plays a big part, as we have seen with the growth of women’s football. Following the UEFA women’s euros in 2022, and we’re excited to see the impact hosting a home Women’s Rugby World Cup next summer can be for the UK as well.”
