Women account for 38 percent of all football fans worldwide. This is one of the results of the study “Women’s World of Football” conducted by consultancy SPORT+MARKT amongst more than 20,000 respondents in 21 countries*. These figures imply that 300 mill. of the almost 800 mill. football fans are female.
“The times when men ruled the world of football are over”, analyses Hartmut Zastrow, Executive Director SPORT+MARKT. All over the world, roughly the same amount of men and women support their national team. “The success of your own country in football builds national identity and moves entire nations”, emphasises Zastrow.
Therefore, FIFA tournaments inspire women almost as much as men. Around half of people interested in the FIFA World Cup are female. In addition, the FIFA Women’s World Cup attracts a very large female fan base, especially in emerging markets such as Brazil (28 mill.), China (77 mill.) and Mexico (11 mill.).
“Women’s World of Football“ also demonstrates the high interest of women in club football. Chinese women, for example, have a particularly high interest in the Premier League, whilst females in Argentina enjoy watching their own domestic league. Outside the UK, over a third of people interested in the Premier League are female. This corresponds to over 70 mill. Premier League interested women in 20 countries.
Female football fans can be considered shopaholics as their spending is above average. The reason lies in the age group – many female football fans are under 30 years of age. Therefore, women represent very high potential as a fan group for companies and clubs alike. According to the SPORT+MARKT Executive Director, this potential is not yet utilised efficiently. “New sectors will invest more and more in football”, notes Zastrow. “We predict growing interest from fashion labels, jewellery brands and also companies from the gardening sector in football communication. Female football fans worldwide have a strong interest in fashion and clothing – stronger than women overall and stronger than the male fan group. Companies have yet to exploit this interest.”
*Germany, United Kingdom, Italy, Spain, France, Poland, Switzerland, Russia, South Africa, Australia, USA, Mexico, Argentina, Brazil, China, India, Malaysia, Indonesia, Japan, Thailand, South Korea
