The rise of women’s football in recent years has been nothing short of phenomenal. From the growth of grassroots participation to the surge in international success, women’s football is on the rise. And nowhere is this more evident than in the record-breaking attendance figures for the Women’s FA Cup final at Wembley.

Building an Audience

The Women’s FA Cup final 2022 was a landmark event, breaking attendance records and setting a new standard for women’s football. The match saw Chelsea and Manchester United walk out in front of around 50,000 fans, almost double the previous record for the final, set last year. This comes a year ahead of the target set by the Football Association in 2020.

This sell-out is the result of years of work done at both FA and club level to understand the best strategy to market the sport. Since bringing the final to Wembley in 2015, attendances have been building, helped by England’s success on the international stage. The home Euros with sold-out matches, even before the tournament began, allowed the FA to build from a base of some previous successes.

Fan Engagement is Crucial

The FA has developed a really dedicated workforce who have looked to capture the momentum that has been generated and highlight what’s special about the women’s game. They have been focusing on fan engagement, ensuring that there is something for everyone. The fan experience on the day is one of the best at Wembley, with fan zones pre-match, music, half-time shows, and a great atmosphere. They adapt their fan engagement and marketing to the audience that attends, and learn from the insights they gain each year.

Capitalizing on the Interest

The success of women’s football is not just limited to the FA. Clubs such as Arsenal are also working cohesively to capitalise on the interest in and success of the team. With support from the top, the club’s wider marketing apparatus has been involved in eight Emirates matches this season, resulting in a sell-out in around a month.

Data capture and insights have been conducted between games, giving them a deep understanding of their audience, tapping into their community and strengthening connections with their supporters. Excitement and interest around women’s sport in general is clearly on an upward trend. Capitalising on this and having the structures in place to maximise its accessibility are crucial.

Conclusion

The fervour and excitement of the crowds milling around a packed Olympic Way are becoming increasingly common in women’s football. This sport is going from strength to strength, breaking records, and reaching new heights with every passing year. The recent Women’s FA Cup final at Wembley is yet another example of how hard work on building foundations behind the scenes can pay off. Women’s football is here to stay, and it’s an exciting time to be a part of it.