Record attendance growth in top four European Women’s leagues

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UEFA Women's football
Image credit: Christian Bertrand / Shutterstock.com

The 2023/24 season marked a milestone for European women’s soccer, with average attendance across the top four leagues rising by 24% compared to the previous year, according to data from sports marketing agency Two Circles. The growth highlights the increasing popularity of women’s soccer across Europe, with notable performances in England and France.

Record Attendance Growth in England and France

England’s Women’s Super League (WSL) recorded an impressive 41% year-over-year (YoY) increase in attendance, leading the charge among the four leagues. This surge was largely attributed to clubs hosting matches in larger venues.

Arsenal emerged as a standout, with an average attendance of 52,000 at the Emirates Stadium compared to just 3,595 at Meadow Park in Boreham Wood. The Gunners also achieved the highest average attendance per game across the leagues, drawing nearly 30,000 fans per match—almost triple the second-highest figure recorded by Manchester United (10,951).

France’s D1 Féminine also posted strong results, with a 38% YoY rise in attendance. This performance underscores the growing enthusiasm for women’s soccer in France, mirroring trends seen across Europe.

Modest Growth in Spain and Germany

Spain’s Liga F saw an 11% YoY increase, while Germany’s Frauen-Bundesliga experienced a smaller 6% rise. Despite having the lowest growth rate, the Frauen-Bundesliga achieved significant progress in reducing low-attendance matches. The league saw a 10% decrease in games with fewer than 1,000 fans, complemented by an uptick in matches drawing between 1,000 and 5,000 spectators.

World Cup Impact and Sustained Growth

The impact of hosting major tournaments close to home on women’s soccer is undeniable. The UEFA Women’s Euros held in England not only attracted new commercial partners but also introduced fresh audiences to the sport, boosting the Women’s Super League (WSL).

Interestingly, the 2023/24 season saw slower crowd growth following the FIFA Women’s World Cup than after the UEFA Women’s Euros in 2022. Two Circles attributed this to the World Cup’s location in Australia and New Zealand, which presented time zone challenges and geographical distance for European fans.

However, despite the slower rise in Europe, Australia’s A-League Women experienced a remarkable 92% increase in average attendance following the FIFA Women’s World Cup, showcasing the powerful influence of hosting a local tournament on fan engagement.

Visa’s Women’s Football Whitepaper, The Compound Effect in Women’s Football, highlights a key insight: in both England and Australia, the leading driver of new fan interest was simply the pride and excitement of hosting a major tournament. Fans recognised these events as historic milestones, further cementing their connection to the sport.

However, the season bucked trends from previous years by maintaining or increasing average attendance from the first to the second half of the campaign across all four leagues. This consistency stands in contrast to the 2022/23 season, which saw a mid-season drop in attendance for the WSL, Liga F, and Frauen-Bundesliga.

Growing Momentum for Women’s Soccer

The consistent rise in attendance across Europe’s top leagues demonstrates the growing appeal of women’s soccer, driven by a combination of strategic scheduling, larger venues, and increased investment in the sport.

Two Circles highlighted that a major factor driving the increase in attendance is clubs’ use of larger stadiums, often owned by their male counterparts.

However, it’s the investment in training facilities, academies and grassroots football that has made the biggest impact in its current surge of momentum.

With these developments, women’s soccer continues to build a strong foundation for sustained growth in the coming years.

Conclusion

Women’s soccer has a uniqueness to it that is started to become celebrated and enjoyed by the masses.

With the UEFA Women’s EURO 2025 held in Switzerland, it gives women’s soccer another chance to grow the game in the host country and nearby regions, whilst also attracting a new casual audience.

If the past four years have told us anything it’s that women’s soccer is only going to grow, with increased broadcast rights, developed academies and CBA’s raising the minimum wage for players, it’s assumed that the quality on the pitch will coincide with its popularity surge.

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Chelsea FC Women Renews Partnership with Škoda UK

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Image Credit: Chelsea FC website

Chelsea FC Women has revealed its renewal and expansion of its partnership with Škoda UK, naming the automotive brand as the club’s first-ever Official Back of Shirt Partner.

The renewed agreement will carry through the 2025/26 season and beyond, strengthening a collaboration that first took shape in January 2024. It underscores Škoda’s ongoing commitment to investing in women’s sport.

Under the new sponsorship deal, Škoda’s logo will appear prominently on the back of all Chelsea FC Women matchday kits, beginning with the closing fixtures of the 2024/25 season. The branding launch will align with Chelsea’s historic celebration of a sixth consecutive Barclays Women’s Super League title — a moment of major visibility for both the club and the brand.

Strategic Sponsorship in a Champion Setting

The timing of the extended agreement comes as Chelsea FC Women continues its commanding presence in English football — boasting eight league titles to date and eyeing a domestic treble. Škoda branding will also feature during the Adobe Women’s FA Cup Final at Wembley on 18 May, providing a high-profile platform for national exposure.

Commercial Director at Chelsea FC Women, Giulia Mazzia, highlighted the brand’s alignment with Chelsea FC Women and its broader values.

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model.

“Škoda helps us connect with fans locally and globally through both matchday presence and digital content,” she said via press release.

Beyond the Shirt: Mobility, Media and Matchday Moments

Škoda’s joint venture with Chelsea FC Women extends well beyond shirt branding, underscoring a shared commitment to innovation, performance and progress in women’s sport.

As part of the renewed deal, Chelsea Women’s players and staff — including the Women’s Academy — will be supported with vehicles from Škoda’s all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This seamless integration into the team’s day-to-day operations reflects both the practical and symbolic strength of the partnership.

Škoda will also:

  • Continue as title sponsor of the “We Are Chelsea” podcast
  • Deliver exclusive digital content across Chelsea FC Women and Škoda UK channels
  • Drive a Škoda vehicle ahead of the team bus into Stamford Bridge on select matchdays — a symbolic “arrival” moment that adds visual impact and storytelling potential

Amplifying Brand Values Through Women’s Sport

Škoda has long supported women’s sport, particularly through its established ties to professional cycling — including the Tour de France Femmes and the Škoda Cycling Academy. Its growing investment in women’s football through Chelsea FC Women reflects a broader strategy centred on mobility, inclusion and elite performance.

Head of Marketing at Škoda UK, Kirsten Stagg, underscored the shared values at the heart of the collaboration.

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community,” she said via press release.

The brand has also welcomed five Chelsea players as official ambassadors, who will feature across digital content, grassroots and community programs, and Škoda’s internal brand initiatives.

Commercial Significance and Industry Context

Škoda’s continued investment in Chelsea FC Women reflects key trends in the evolving sports marketing landscape. With growing fan engagement, the rising value of sponsorship on women’s kits, and brands aligning with purpose-driven clubs, the partnership showcases the shift towards purpose-led collaborations.

Digital-first engagement through podcasts, player content, and matchday activations is central to long-term sponsorship success. Women’s football is quickly becoming a powerful platform for brand storytelling and global visibility.

Minns Labor Government announces commitment to women’s football legacy.

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Credit: Northern NSW Football

The Minns Labor Government has announced an investment of $400,000 towards women’s football as a bonus of NSW hosting 11 games at the 2026 AFC Women’s Asian Cup.

The NSW Football Legacy Program includes five key initiatives designed to grow and support women’s football at every level, ensuring a lasting impact from NSW hosting matches during the tournament — including the Final at Stadium Australia on 21 March.

Here’s what the program offers:

  • Women in Leadership Program: Designed to boost confidence and leadership skills among women in football, helping them step into or grow in leadership roles while building a strong network of advocates for the game.
  • Body Image and Wellbeing Program: Aimed at female players aged 13 to 18 in the National Premier League, this initiative focuses on promoting healthy body image and overall wellbeing.
  • Flexible Football Initiative: Introduces more accessible and adaptable ways for women to get involved in grassroots football, removing traditional barriers to participation.
  • Coach and Referee Mentor Program: Helps develop a strong network of female coaches and referees by pairing them with experienced mentors, creating role models and encouraging more women to take on these important roles.
  • First Nations Football: Supports young First Nations footballers (aged 14–16) and coaches by providing opportunities to train and grow in high-performance environments.

Minister for Sport Steve Kamper stated that the Minns Labor Government aims to build on the success of recent women’s football events to create a lasting, inclusive legacy for women and girls in NSW through the NSW Football Legacy Program.

“Women’s sport has seen tremendous growth and success in recent years, including the unforgettable performances of the Matildas at the FIFA Women’s World Cup 2023,” Kamper said in a press release.

“The Minns Labor Government wants to ensure that the momentum from that tournament and NSW’s hosting of 11 games at the AFC Women’s Asian Cup Australia 2026™ leaves a lasting legacy for women’s football in NSW at all levels.

“The initiatives delivered through the NSW Football Legacy Program will ensure football is a safe, inclusive and supportive environment for women and girls to play the World Game.”

Football NSW CEO John Tsatsimas welcomed the NSW Government’s support, saying it will help make football more accessible, safe, and inclusive for women and girls as Football NSW works toward gender parity.

“Football NSW has experienced unprecedented growth in female football and we are delighted with the NSW Government’s continued commitment to our game,” Tsatsimas said in a press release

“The initiatives being supported, including the Empower Her body image and wellbeing program, will help to ensure that football is an accessible, safe and enjoyable sport for women and girls across the state.

“We look forward to seeing the impact of these new and expanded programs over the coming years as Football NSW continues towards the goal of gender parity in our game.”

The $400,000 investment and the initiatives within the NSW Football Legacy Program mark a significant step forward in strengthening women’s football across the state.

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