WSL and Championship Matches to be Held at Main Stadia for the First Time: Enhancing Visibility and Profitability

The Women's Super League (WSL) and Women's Championship are set to make a significant change by holding all matches at main stadia for the first time. This decision has several implications and reasons behind it.

Details of the Change

Starting from the 2024/25 season, every confirmed WSL game will be played at major stadiums, including iconic venues like Old Trafford, Anfield, and the Emirates Stadium. This move is part of a broader strategy to enhance the visibility and popularity of women's football.
Preview

Reasons for the Change

  1. Increased Visibility and Attendance: Holding matches at larger venues aims to attract more fans and increase gate receipts. While smaller grounds have been used in the past, the potential for larger crowds and better financial returns at main stadia is a significant driver for this change.
  2. Profitability and Revenue Growth: The WSL has seen substantial revenue growth, with clubs generating £48 million in aggregate revenue in the 2022/23 season, a 50% increase from the previous season. Moving to bigger stadia is expected to further boost this trend.
  3. Fan Engagement: The change is also intended to create a more engaging and professional environment for fans. Larger stadia can offer better facilities, which can enhance the overall matchday experience.

Impact on Teams and Fans

  1. Teams: Playing at larger venues can provide teams with increased exposure and potentially lead to higher sponsorship deals and better media coverage. However, it also brings the challenge of filling these larger grounds, which can be more difficult than filling smaller, dedicated women's stadia.
  2. Fans: For fans, the move to main stadia means better access to matches and a more professional atmosphere. However, it also poses the risk of higher ticket prices and potentially more difficult travel arrangements if the main stadiums are not as centrally located as the previous smaller venues.

Broader Implications

This shift is part of a larger effort to make women's football more mainstream and profitable. The cumulative attendance for the WSL and Women's Championship surpassed one million for the first time in the 2023/24 season, indicating growing interest and support for the sport. The move to main stadia is seen as a step towards achieving greater equality and recognition for women's football, aligning it more closely with the men's game in terms of professionalism and fan engagement.
In summary, the decision to hold all WSL and Championship matches at main stadia is driven by the desire to increase visibility, profitability, and fan engagement. While it presents challenges, such as the need to fill larger venues, the overall aim is to enhance the stature and appeal of women's football.