THE WOMEN’S FOOTBALL AUDIENCE
Who they are, why and how they follow, and what they want to see in the women’s game
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Manchester City and COPA90 partnered to perform an international research study to explore who the women’s football audience is in an attempt to gain a greater understanding behind both male and female fans’ relationship with the sport.
Together, we can delve deeper into the reasons why fans follow the women’s game: what they like and dislike about it and how they see the way forward, for themselves and for everyone.
For this project, we surveyed a 750-strong audience of 16-24 year old male and female fans – the emerging generation of football consumers. They are current fans of the women’s game, as well as fans with a potential interest in the women’s game from across the world.
In addition, we performed interviews with 30 fans in person in the UK, USA, and China in deep-dive discussions to get underneath the surface of what makes the women’s game, and its fans, tick.