By Imani Adesanya
Whilst they currently sit second in the Women’s Super League (WSL) table, it is no secret that Arsenal are first when it comes to the promotion of women’s football. After selling out the Emirates Stadium last season for their Champions League match against Wolfsburg, Arsenal are committed to making the Emirates a home for the Women’s team. Importantly, this enhances the visibility of women’s football, promoting equality and sending a message to other clubs that, with enough investment and marketing, women’s football can be just as attractive as men’s. The side have begun this season in stunning fashion by playing back-to-back games at the Emirates for the first time ever and producing a record-breaking crowd of over 54,000 fans.
When compared to the match attendance of other WSL teams, there is a stark difference. This suggests that other clubs aren’t doing enough to grow game attendance and create a consistent fanbase for their women’s teams.
Arsenal’s local rival, Chelsea, have won the last three WSL titles and have come to dominate English football, much like Manchester City in the Premier League. However, whilst they have been highly successful on the pitch, this did not translate to success off the pitch in terms of attendance. Compared to Arsenal’s record breaking season opener, Chelsea‘s opening game against London rivals Spurs only managed to attract 14,776 fans. Thus, it is clear that winning trophies isn’t enough. It is imperative that money is invested in marketing, making women’s games attractive products for consumers – this is something Arsenal have excelled at.
At the end of last season, Arsenal announced that there would be 5 WSL games played at the Emirates in the 2023/24 season. They began their marketing for the upcoming season months before their first game against Liverpool by creating a ‘home advantage package’, which provided supporters with a way to have a ticket secured for every Emirates game at a discounted price. By buying individual match tickets, fans could save up to 50% compared to general sale prices and 21% compared to early bird prices. The home advantage pack was advertised all over the main ticketing website, widening the target audience and making more people aware of the chance to attend the Emirates more frequently. It has been highly successful as it has sold out, meaning that at least 10,000 fans will be in attendance at every women’s game played in the Emirates stadium.
Also, at the end of every men’s home game, the stadium announcer reminds fans of the next match at Emirates Stadium and this includes the women’s team. This reminds regular match-going fans of the men’s games that they can still make their way to the Emirates and support Arsenal women when the men aren’t playing.
Arsenal are also very good at using social media to engage fans. In the build up to every Emirates game, they announce their sales milestones, with current players and club figures encouraging fans to attend. By announcing progress and constantly reminding fans of increasing sales, they build momentum and excitement, which, in turn, encourages more people to purchase tickets. As more and more tickets sell, fans become increasingly fearful of missing out.
It is clear to see that the move towards making the Emirates home of The Arsenal women as well as the men, has seen massive progress. One might assume that within the next few years, going to the Emirates to watch a WSL match will be the norm rather than a rarity. It is important that other clubs look to Arsenal to improve attendance at women’s games, so that women’s football can continue to grow.
Photo by Shani Adesanya
