FAWSL Sees Attendances Boosted by FIFA Women’s World Cup

By Christian Radnedge

Record numbers of spectators flocked to FA Women’s Super League matches at the weekend as a result of the boost in profile of women’s football from the 2015 FIFA Women’s World Cup in Canada.

England’s exploits, which saw them reach the semi-finals of the competition and eventually secure third place, received a large amount of coverage in the country that fortunately for clubs has appeared to translate into gate receipts.

A league record crowd of 2,102 watched five members of the Lionesses squad feature for Manchester City at the Academy Stadium in their 1-0 win over Birmingham City.

A surge in attendances was seen elsewhere too as 1,233 travelled to Staines Town FC to watch Chelsea thrash Bristol Academy 4-1.

But that number could have been a lot higher according to broadcaster Jacqui Oatley.

Speaking to iSportconnect, Oatley said: “It’s fantastic that there was such a large increase in attendances after the Women’s World Cup, but the key now is ensuring those supporters come back and bring friends or more family with them. Innovative marketing is key and so much more must be done to encourage supporters through the gates.

“For example, it was positive that Chelsea FC marketed their FAWSL match by posting flyers through local doors in Staines and advertised via the Chelsea website, yet not a single tweet was sent directly to their 5.8 million @ChelseaFC Twitter followers in the few days before the game. This would have been free, direct marketing, pointing fans in the direction of match previews and ticket sales page. Other clubs can also do much more, and the FA’s post-World Cup strategy will be very interesting. Action is required now so there’s not a repeat of the post-2012 Olympics inactivity.”

The job of developing that strategy will be headed up by FA Director of Women’s Football Kelly Simmons. She told iSportconnect that she was “delighted” with the attendance figures, which saw Sunderland also record an improved crowd figure of 955 for their narrow win over Notts County.

“It’s really encouraging to see that a legacy of England’s success is a growing fan base, not just for the Lionesses but for the top level of the women’s domestic game” Simmons added. “The FA WSL clubs have done a terrific job in capitalising on this interest and encouraging fans to follow the players back in their clubs.”

Simmons had previously told iSportconnectTV that the FA do have a post-World Cup plan. But whether they envisaged the team getting to the semi-finals in Canada and the immense scope of coverage that brought, remains to be seen.

With the players not going on to feature in a Team GB football team at next year’s Olympics in Rio, the focus is primarily on women’s club football to keep up the interest from this summer. 

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