Motivations for attending the FA Women's Super League (WSL) games

Okicic, Milica (2023) Motivations for attending the FA Women's Super League (WSL) games. Working Paper. Birkbeck Sport Business Centre, London, UK.

Abstract

Women’s football is an emerging market which is growing fast across the globe and especially in Europe. During the women’s EURO 2022 hosted in England, the tournament welcomed the biggest women’s EURO crowds, and the finals at Wembley recorded the highest attendance and set a new record not only for a women’s international match in Europe, but also for a women’s or men’s EURO finals match. However, there is little understanding as to why people attend domestic leagues such as the Women’s Super League (WSL). This report presents the findings from research that looked at the motivations for supports attending the WSL. Drawing on survey research from 306 supporters the analysis showed that six motivational factors explained a significant proportion of variance in attendance of the WSL matches. These were: an interest in football; interest in the team; vicarious achievement; entertainment value; an interest in a player; and role model. Analysis also revealed that there is a difference in gender, age and attendance frequency when it comes to certain motivational factors.

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