Women's football: "big games strategy" has led to record attendance figures (Two Circles)

The "big games strategy" is "driving women's football attendances" and "underlines structural and commercial growth potential for clubs and leagues across Europe," according to the UK sports marketing and data technology agency Two Circles in a study entitled "Strategic investments driving growth in women's football attendance" published on 21/02/2023.

"Driving this significant increase in average attendances for the Barclays Women's Super League (+267 % compared to 2021-22) and Flyeralarm Frauen-Bundesliga (+262%) since the start of the 2022-23 season: The application of a 'big games' strategy by a selection of clubs in both England and Germany. These 'big games' - games which take place 'occasionally', in stadiums with a capacity of 20,000, and are promoted with higher marketing efforts - have led to attendance records being broken in both England (47,367) and Germany (23,000) since the start of the season," states the report.

"In the first half of the Women's Super League, 8 'big games' have already taken place - just 1 fewer than throughout the entire 2021-22 season. The 2022-23…