WOMEN’S FOOTBALL SCORES BIG WITH GROWING FAN BASE – BUT ARE VENUES DOING ENOUGH TO BENEFIT?


More than half (55%) of UK adults have tuned in to watch women’s football over the past twelve months, according to new research from Carling.

In a poll of more than 2,000 UK adults, Carling – sponsor of the Adobe Women’s FA Cup – found more than three in five (62%) men have watched a match over the past year and nearly half (49%) of women, with those aged 25-34 the most avid viewers (64%).

And with pubs across the country looking for opportunities to get customers through the door, 32% of people said they would be more likely to visit their local if they had women’s football on the TV.

The unstoppable rise of women’s football is highlighted by the 55% who say they are more likely to watch now than they were twelve months ago.

On average, Brits are tuning in to around seven women’s football matches each year, with two in five (41%) watching at least once a month.

When watching a match, a lager or a soft drink are the top choices of drink for one in five (21%), while cider is preferred by 12% and a glass of wine for one in ten (11%).

Lee Willett, Carling Brand Director at Coors Beverage Company, said: “Women’s football audiences continue to grow as the success of the Lionesses and increasing popularity of the domestic game inspires a whole new legion of fans – presenting an exciting opportunity for venues up and down the country as a result.

“The game attracts a large audience, but according to our survey, many venues are still not playing the matches despite demand. Making it more accessible is vital to tap into the nation’s love of the game and draw in some of the 85% of fans watching from the comfort of their own home.

“Carling’s identity has its roots in football and our partnership with the Adobe Women’s FA Cup is a perfect match, helping us to promote the incredible game which continues to gain more and more fans.” 

Carling became the first official beer partner of the Adobe Women’s FA Cup in 2023 and is continuing to back the competition in 2024, as well as sponsoring TalkSport’s coverage of the Adobe Women’s FA Cup and supporting women’s football at a grassroots level.

Over the past three years, Carling has teamed up with Umbro and pub partner Stonegate to give away over 200 kits to grassroots teams. Most recently, Carling collaborated with Grassroots Goals on social media to give clubs the chance to win even more kits ahead of the 24/25 season.

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