When the roars of the Euro 2022 triumph faded, women's football was left with a surging wave of interest, but the speed of that historic boom has now noticeably stalled. According to a 2026 report from YouGov and architecture firm Populous, cited by BBC Sport, median crowds have risen by just 166 fans, moving from 3,070 in the 2023-24 season to 3,236 in 2025-2026.

BBC Sport reported that some of the biggest fixtures are drawing significantly smaller attendances. The clash between Arsenal and Manchester United at Emirates Stadium fell from 46,603 in 2024-25 to 29,853 this season, while Chelsea versus Arsenal dropped from 34,302 to 19,349 over the same period. BBC Sport also noted that Arsenal, which averaged 34,000 at the Emirates last season, had just 19,546 for an October match against Birmingham City. However, the outlet highlighted a bright spot with a sold-out 4,000-ticket Arsenal away allocation at Tottenham for the first time.

Venue choices also varied, as BBC Sport reported that Manchester United played Manchester City at Leigh Village in October before a crowd of 5,361, whereas the same fixture at Old Trafford in March 2026 drew 24,983 fans.

Background

The YouGov and Populous research, detailed by BBC Sport, explored what matters most to supporters' matchday enjoyment. A welcoming, family-friendly environment ranked above team success and on-pitch performance for both established and potential fans.

At the same time, the findings indicated that only 15% of fans who have attended a women's match in the past five years do so at least monthly. Meanwhile, 43% described themselves as casual followers engaging more with major international tournaments, while just 10% identified as devoted supporters.

This dynamic has triggered debates over marketing approaches. BBC Sport reported that Tottenham fan Dakota expressed frustration regarding a social media advert for the north London derby that featured DJs, drinks, face painting, and freestylers, stating she was glad she could not make it and adding that the sport will not grow if marketing targets only kids and families rather than young adults with disposable income.

Why it matters

For sports observers and communities examining the economics of sports management, the findings highlight the ongoing challenge of sustaining momentum after a major international sporting milestone. Balancing the outreach needed to attract casual viewers with the deeper engagement valued by regular matchgoers remains a central question for domestic leagues seeking long-term stability.