Club Days at Scottish Women’s Football: SWPL Fan Engagement Report.
A summary of the research:
The report "Club Days at Scottish Women’s Football: SWPL Fan Engagement Report" provides an in-depth analysis of fan engagement in the Scottish Women’s Premier League (SWPL). The study highlights the league’s rapid growth in attendance, media visibility, and commercial investment since its formation in 2022. Fan satisfaction with the matchday experience is high, with 83% of attendees rating it positively. Importantly, the report identifies that for many fans, the atmosphere and sense of community are more important than winning. The findings also reveal that women’s football in Scotland is primarily followed by a middle-class audience, with 64% of fans holding a college degree and 47% earning over £50,000 per year. While positive trends are evident, challenges remain, such as improving ticketing systems, increasing merchandising opportunities, and addressing travel difficulties for away games.
The report underscores the need for sustained investment and strategic growth to ensure the SWPL remains competitive internationally. Sponsorship revenue and online engagement have risen significantly, with social media interactions increasing by over 50% since 2021. However, gaps remain in financial support compared to other European leagues, and the report recommends benchmarking SWPL’s progress against more established leagues. Additionally, creating a stronger sense of place and home identity for clubs could further strengthen fan loyalty. The findings highlight that while the SWPL is making significant strides, long-term planning and investment are crucial for sustained success.
Key Takeaways
Enhance Matchday Experience: Fans value the atmosphere and social aspects of attending games. Clubs should invest in fan engagement initiatives, such as pre-game events and improved hospitality services.
Improve Accessibility and Ticketing: Addressing issues like centralizing ticket sales and improving travel options for away games can help make matches more accessible to a wider audience.
Boost Commercial Opportunities: Expanding merchandising options and increasing sponsorship deals will provide additional revenue streams and help sustain the league’s financial growth.
Authors: Grant Jarvie, Paul Widdop, Jake Barrett, and Jianing Qiao,
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