WSL fan experience: What works and what needs improvement

As the Women's Super League (WSL) continues to grow, with Arsenal averaging 34,000 fans at the Emirates Stadium last season—almost four times the next highest average attendance and better than eight Premier League clubs—questions arise about the overall supporter experience. BBC Sport spoke to fans to understand what is working and what needs improvement.

What's working: Family-friendly atmosphere and fan engagement

The family-friendly nature of the women's game has been critical to its growth in England, fueled by back-to-back European Championship victories in 2022 and 2025. Pre-match activities, such as those at the Wembley fan park before England's fixture against Spain in April, have attracted new fans. Mark Jenkins, who brought his six-year-old daughters to their first professional match, said: "We did a lot of research in terms of what time to turn up and what would be going on—it was a really good atmosphere in the fan park. [My daughters] enjoyed it and the first thing they said was, 'Can we do it again?' Women's sport is more accessible now. Eventually they will know the players' names and have posters on the wall just as I had."

Clubs are also investing in fan engagement. London City Lionesses, the only fully independent WSL club, averaged a home crowd of just under 3,000 at Bromley's Copperjax Community Stadium in their top-flight debut. Their efforts earned the Best Fan Engagement prize at the 2026 Women's Football Awards. Season ticket-holder Donna Jones praised the club: "They have different food options, a T-shirt cannon, foam fingers, player signings, a spin-the-wheel at half-time—there is so much. They are really trying to grow the fanbase."

Fan choice pilot: Alcohol in stands well received

The women's game has trialled a fan choice pilot over the past two seasons, allowing alcohol to be consumed in the stands. Adopted by 18 clubs across the WSL and WSL2, it has been well received, with 70% of supporters now in favour. Arsenal season ticket-holder Rachel Major, a supporter of 20 years, said: "It's absolutely brilliant. People are better behaved. Before, you had 15 minutes to get in the queue, to buy a drink and then down it before you got in. That can promote irresponsible drinking."

Challenges: Growing pains and fan experience

Despite the successes, there are challenges. Arsenal's home crowds accounted for 41% of all WSL supporters, raising questions about the overall supporter experience as the league progresses. Deborah Dilworth, head of women's football at the Football Supporters' Association, emphasized the need for a holistic approach: "The fan choice pilot is something that we've supported but this isn't the only part. You need to look at food. You need to look at people going into the stadium, where they're walking, how comfortable they feel and how safe they feel."

With attendances increasing, there has been a drive to create separate seating areas to accommodate both avid match-goers and casual followers. Dilworth explained: "As different seating sections have been distinguished, there has been a drive to make it clear as to where and what each ticket is."

Demographics and fan loyalty

A YouGov study in January 2026 found 28.5 million fans of WSL football globally, split equally by gender, with almost half aged 18-34. This contrasts with the men's game, which skews male and older. Donna Jones noted the difference: "At a men's game, you feel like you're just a cog. The game doesn't care about the fans. In the women's game, the players and staff want to build a relationship."

Rachel Major, who regularly defends Arsenal's growing attendances from rival fans, said: "Attendance FC? That's your insult? You're jealous!" She has enjoyed a prime seat at the club driving the growth of the women's game.