Fans attending Women’s Super League matches spend more per game on average than Premier League supporters, according to new data from Barclays.
Top-flight football generates an estimated £2.3billion in consumer spending each season and, excluding tickets, WSL fans spend £144.70 per match, compared to £138 for Premier League fans.
That money going towards travel, food, drink and retail around stadium, and the findings also show that spending within a one-kilometre radius of stadiums rises by an average 4.1% on matchdays.
This underlines football’s role in supporting pubs, restaurants, shops and transport links across the country.
London clubs see some of the strongest uplifts, with spending around stadiums in the capital rising by 5.6% on matchdays, double that for clubs outside London.
Fans spending £138-£145 per match
That average spend includes travel, pre- and post- match entertainment, in-stadium purchases and other retail spending. The largest category in both leagues is “other spending”, such as programmes and shopping, accounting for around a third of the total spent.
Based on average attendances, this equates to around £5.6million spent per Premier League match, and just under £1million per WSL match, totalling £2.3billion across the season.
For Arsenal Women’s Supporters Club member and season-ticket holder Daisy Goodhand, the figures reflect the reality of modern matchdays.
She said: “If you look at the vast number of people who travel from afar to see Arsenal, it makes sense, especially with the games at the Emirates.
“People are buying merchandise from the store, paying expensive travel costs, with some even coming from abroad.
“I can’t name a time I haven’t spent money on food or drink as it’s a full day of travelling for a game, you just can’t avoid it.”
WSL fans spend more
The data shows that WSL fans spend around £7 more per match than Premier League fans, excluding ticket prices, which came as no surprise to Goodhand.
She said: “It does make sense. Those travelling for women’s games are likely to be coming from further afar, meaning travel is more expensive.
“I think the sense of community you get at women’s football might contribute to it as well.
“I tend to spend more time, and therefore more money, because it’s not only about football but also using the time before and after the match to socialise with my friends.”
Home wins and scheduling effects
Barclays’ data shows results also matter as local spending rises by 5.8% when a Premier League home team wins, compared to just 0.1% following a draw or loss.
That “win effect” was not observed in the WSL, which the report suggests may be linked to scheduling, with more matches played on Sundays.
Goodhand believes timing shapes how fans spend.
She said: “Especially for those like myself who are travelling from further out, with work commitments for most on a Monday, I always find people tend to stay out longer after games if it’s on a Saturday.
“In terms of time scheduling, earlier kick-offs limit pre-match spending but encourage post-match spending.
“With later kick-offs, it’s the other way round, so there are different factors contributing to different outcomes.”
The growth opportunity in women’s football
The report highlights growing momentum in the women’s game as well.
Spending within one kilometre of WSL matches has increased by 11.7% since the 2021/22 season, before England’s Euro 2022 victory.
Across both leagues, 60% of matchgoers say they would be more likely to attend WSL matches if they were played at the clubs’ main stadiums.
Goodhand believes Arsenal Women staging matches at the Emirates Stadium has been a gamechanger.
She said: “It’s been fundamental in building the strong fanbase and community at Arsenal.
“It shows intent and helps bring in fans who may come from supporting the men’s team too, as they’re more likely to attend if it’s at the Emirates than [Boreham Wood FC’s] Meadow Park.
“It makes things like fan walks possible, improves the general atmosphere and contributes to the team’s performances. I would love to see more clubs replicating it.”
So with fans treating fixtures like full-day social occasions rather than 90-minute events, the data suggests football’s economic footprint extends far beyond the pitch, and that women’s football is playing an increasingly significant role in that growth.
Feature image: Suzy Lycett
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