Football’s new cultural era is led by women
When was the moment you fell in love with football? For me, I don’t think there was a specific moment. I was tagging along with friends to the pub, really just to spend time with people I loved, and the football just happened to be on in the background. “That kit looks nice.” I’d say occasionally, and that’s about as much tactical analysis as I could offer (it’s still Michael-Owen-level punditry, so I’ll take it).
And then, before I knew it, I was paying more attention. Then, I was saying “that’s definitely offside!” and then, “He didn’t even touch him, ref!” and then I was following Liverpool Football Club on social media, watching YouTube videos, reading The Athletic, and then Trent Alexander-Arnold took a corner really quickly, and I don’t think I’d previously experienced a feeling quite like that.
But that’s just me.
It’s different for everyone. In a survey I conducted of female football fans, the majority of respondents said they got into football when they were young, through their family members. Others had different stories. One said she started watching at twenty years old; another only began taking notice after she got a job working for Blackburn Rovers. For a lot of women and girls, growing up in an environment where football is a highly male-dominated space is a barrier to entry that boys simply don’t experience.
64% of girls quit playing sports by the age of 16-17. I certainly can’t speak for everyone, but for me, this was a barrier to enjoying football. I’m clumsy and not very competitive, so there was no place for me in sport. Football felt like something that was for my brothers, not for me. I couldn’t see where I fit in.
Historically, the game’s marketing and culture have catered primarily to men, and female supporters have felt like an afterthought. However, the number of female fans is growing rapidly, with an estimated 26-million-strong “addressable market”. But just how effectively is football capturing these fans?
In my survey, I asked respondents how effective they believed the marketing of football clubs and brands to be when it came to engaging women, rated on a scale 1-10 (where one is ineffective and ten is effective). Nobody responded with 9s or 10s. In fact, the largest percentage of women (21.2%) rated it a 6. Combined with their other answers, it seems that sports marketing has come a long way, but there’s a long road ahead.
Still an afterthought?
Football has long been marketed in a way that assumes the gender of its audience, and this extends beyond the prevalence of viagra ads at half-time to include the culture around the game, from sexist or aggressive chanting to football kits that fit broad shoulders.
In some cases, women in football weren’t just ignored, but pushed out. The English FA banned women’s football in 1921, prohibiting women’s teams from playing on FA-affiliated pitches for 50 years. This has left a lasting impact–not just on the women’s game, but on how female fandom was perceived.
Even after women’s football was reinstated, there were echoes of a game that caters to “the lads.” When brands did try to reach women, attempts were often patronising and superficial; pink jerseys and ladies’ nights, and the assumption that women needed to be “introduced” to the game rather than acknowledged as lifelong fans.
Social media has changed the game. Formula 1 has undergone a massive demographic shift following the release of Netflix documentary series Drive to Survive, with a now 41% female fan base and a fast-growing group of 16-to-24 year-olds.
This trend is similar in football. According to some statistics, 42% of women in Europe express an interest in football, and armed with this data, clubs and brands have responded by attempting to engage female fans more intentionally. But there’s a stark difference between meaningful engagement and just checking a box.
Simply launching a women’s team, or starting to post about your existing women’s team on socials, does not mean you have engaged your female fans. A women’s squad is not a marketing campaign.
Female fans want to be represented and valued throughout the club’s identity.
🚨 So, what doesn’t work?
Burying women’s football: Some clubs have a women’s team but fail to promote it. They bury the fixtures, rarely post about them, and don’t invest in the infrastructure needed for long-term success.
“Shrink it and pink it”: Female fans don’t want glittery pink shirts that look like a (rather tacky) afterthought. They want well-designed merch that represents their club identity.
Diversity washing: It’s easy for a club to post a #HerGameToo tweet, but if their actions don’t reflect real commitment, then it’s just PR. We’re smarter than that.
The shift to better inclusion is happening, but clubs and brands have a long way to go. There are two problems.
A whole female audience that’s already here. They’re spending money, engaging with the sport, shaping the culture, and yet remaining underrepresented.
The women waiting to be marketed to, who are sports fans but don’t know it yet. They don’t see a place for themselves in this world.
If football takes female fandom seriously, they can change the game for good.
What’s working?
For decades, it was assumed that if women loved football, they would engage with the game on the same terms as male fans. That may be true, to a certain extent. However, the clubs and brands winning over female fans today are those that go beyond the pitch to actively integrate female fans into the culture. And those that don’t are leaving millions on the table.
In my survey, I asked how important it is for women to see themselves represented in the content and marketing of football, rated on a scale of 1-10. Nobody rated lower than 7. Several respondents noted that more clubs are posting female fans and footballers in their fashion-based or kit-based content.
I also asked whether the respondents liked engaging with content about what happens off the pitch (outside the ninety, if you will). Only one respondent said they did not, while the majority were enthusiastic about off-the-pitch social content.
Hannah Hassall, a West Ham United fan, wrote, “I do, I’m a nosy bitch who needs to know 110% of the drama,” while Manchester City fan Heavens Oyeyemi said, “I love it, and I feel it just always gives us another view to the game, especially more outside content from the footballers, it helps us resonate more with them, and still makes us see that they are humans and another perspective in their lives. Then also I have so many influencers I look forward to their content, before or after games. That have given me confidence and created the space for me to even venture and create a platform for myself.”
The lifestyle space is a huge market. Lifestyle branding and the rise of football influencers are giving female fans a new way to engage with the game (but we’ll cover that later).
This is not to say that women aren’t engaging with the game. In fact, female fans also love in-depth analysis, not dumbed-down coverage. Female-led podcasts like Sister Goals and Counter Pressed have exploded in popularity, but women also make up a large portion of listeners for chart-topping football pods like The Overlap.
The point is, women are not engaging with the sport one-dimensionally. In fact, Gen Z as a whole are viewing football in whole new ways, with an increasing number of fans following individual players rather than teams and clubs. Football’s demographics are changing rapidly, and it’s essential for clubs, leagues, and even broadcasters to keep up.
Fortunately, some are stepping up. The Premier League is working to make matchdays more inclusive for all, with better stadium facilities and family-friendly zones. Meanwhile, Serie A has been running female-focused engagement programs to address the hyper-masculine football culture in Italy.
Football may be moving in the right direction, but there’s much more to do. One question in my survey highlights this better than anything. I asked, “Do you feel there is enough representation for women in football? This includes journalism, coaching and management.”
Nobody said yes.
Influencing the future
Once upon a time, football fandom was defined by matchdays and the back pages. If you weren’t near the ground, you weren’t a part of the conversation. But today, the football experience is as much about social media, fashion collabs, and behind-the-scenes glimpses as it is about goals and tactics. And in this new landscape, influencers and lifestyle branding have fundamentally changed how fans engage with sport.
For years, female football fans have been forced into two rigid boxes. They were either hyper-knowledgable, “proper” fans (constantly having to prove themselves), or dismissed as casuals who only liked football for the aesthetic appeal.
Digital communities are shattering that binary.
Social media has democratised football fandom, creating spaces where fans can engage on their own terms. In theory, football is the greatest cultural touchpoint ever created. Successful branding strategies understand that, integrating sport into broader lifestyle movements.
Platforms like SEASON Zine, for example, founded by Felicia Pennant, challenge conventional football media by blending sport, culture, and fashion through a female lens. These initiatives highlight the need for a more inclusive, storytelling-based approach - one that doesn’t just market to women but actually represents them.
Image credit: The 400 Club
Then there’s the 400 Club. Founded by Cherry Beagles, 400 is actively redefining fandom by reaching women who have never previously felt invited into the football space. Beagles explains, “I started 400 because I saw a whole demographic of women completely untouched by sports marketing - women who I call ‘dormant sports fans’ who had (before 400) never been invited into fandom.”
There are now over 200 women in the collective, including creatives, pro athletes, and female founders - all living proof that there was a huge gap in the market.
The shift toward female-led lifestyle content is about more than just visibility, though. Big names in this space right now include the likes of former professional footballer Alex Scott, who is nothing if not a fashion icon, and also Antonia Bronze, who has almost accidentally become an It Girl in the football space with her stunning custom jackets.
Bronze’s label skyrocketed to football fame when one of her jackets was donned by Tolami Benson, girlfriend of Bukayo Saka, at the EUROs. And this raises another crucial point: WAGs. Once dismissed as tabloid fodder, the wives and girlfriends of professional athletes have come to form a crucial part of modern sports’ cultural ecosystem. They bridge the gap between football and mainstream culture, many of them offering BTS insights into the lives of footballers while also remaining authentic to their own audiences that they have built independently.
Morgan Riddle, girlfriend to tennis player Taylor Fritz, is an extreme example. As “the most famous woman in men’s tennis,” Riddle has built an empire based on being a WAG, and at the same time has introduced hundreds of women to a sport they would never have otherwise engaged with.
There are opportunities in football to do the same, so long as brands and individuals understand how to properly blend sport with lifestyle. In our conversation, Beagles cited collaborations like Arsenal’s partnership with Adidas and Stella McCartney, or Alessia Russo’s Gucci endorsement, as key examples of how football can embed itself into the fashion and entertainment spaces.
Beyond these high-level campaigns, there’s also social media and day-to-day community engagement. “Younger audiences, especially women, engage with football differently - via TikTok, Instagram, and digital communities. Clubs that invest in interactive, fan-driven content will build stronger, more loyal audiences,” Beagles notes.
A prime example is Barcelona Femeni, whose digital dominance has reshaped marketing in women’s football. Their approach proves that the demand is there if clubs invest in storytelling. Likewise, projects like DAZN’s “We All Rise” and Sky Sports’ increased WSL coverage highlight the growing appetite for deeper, personality-driven football narratives.
Whatever way you look at it, the future of football fandom is being shaped by a new generation of women who want more than just token marketing. They want a seat at the table.
Next in football
As investment increases and cultural shifts continue to reshape the sport, the next generation of female players, professionals, and fans are set to inherit a game that looks vastly different from the one that came before it.
Infrastructure for women is evolving at an unprecedented rate. Elite academies dedicated to nurturing female talent are becoming more prominent, providing young players with access to top-tier coaching. Meanwhile, the expansion of major women’s leagues is ensuring that these players are not just seen but celebrated on a scale that was once unimaginable.
Off the pitch, professionalisation is opening doors beyond the field of play. Google Pixel’s team-up with The Powerhouse Project and Three’s We See You Network are just two examples of the fight for better media and journalism representation.
Katie Catherall, journalist and editorial lead at Footballer Fits, told me, “Personally I've seen a lot more women in the press box at men's games which is fantastic. The same with football-based events. I do think though that while we have made progress as professionals, women who are fans of the game are still being pushed to one side. Women are still unable to post pictures of themselves in football shirts without being subjected to sexist comments or misogyny. It feels like we're running in quick sand sometimes - the progress is there but it's hard to see when we're still fighting the same tiresome battle with so many people.”
Meanwhile, football creative Mia Lazaro pointed out that, where there are barriers, there are also opportunities, “I’ve had a lot of support from my mentors and industry friends about how to navigate being the odd one out, because it really does impact you! The culture, language and experience is different when you’re the odd one out. But I’ve let myself be unapologetically Black, an outspoken woman and my talent and skills speak for themselves. I’m just as worthy to be here like the others.”
There are growing ways for women to carve out careers in football, and it’s becoming more visible than ever. If you can see it, you can be it.
This shift in visibility isn’t just about creating jobs, but changing the way football sees itself. The industry is moving beyond the outdated perception that women’s involvement is supplementary. Instead, female fandom is carving out its own cultural identity, distinct and yet complimentary to our male counterparts.
With a fanbase that values deeper storytelling and prioritises community-driven experiences, women have the power to lead the way for the next generation of sports fans. No longer an afterthought, we are a core part of football’s future.
The remaining challenges
Responses to my survey indicate that women are optimistic about the future of football, but it would be a mistake to assume total hegemony. A “woman” is not one thing, and it’s impossible to overlook existing inequalities that will continue to persist unless we challenge them now.
Stereotypes about women’s knowledge and interest won’t disappear overnight, and the legitimacy of women as football fans will continue to be questioned into the future. The hostility female pundits and journalists receive, from casual dismissal to outright abuse, is a stark reminder that inclusion is a work in progress. Breaking down these barriers will require a concerted effort from clubs, governing bodies, and media platforms to actively challenge outdated narratives and foster an environment where women in football are not only accepted but respected.
Representation remains a crucial issue. While the number of females in football is growing, the space is not equally welcoming to all women, as women of colour, LGBTQ+ women, and disabled women face additional layers of exclusion and underrepresentation. Ensuring diverse voices are amplified within the football community requires more than performative gestures; it demands meaningful engagement, active recruitment into leadership roles, and the existence of platforms that reflect the full spectrum of female football fandom.
And beyond these cultural shifts, the issue of investment looms large. Despite increased sponsorship and commercial interest, funding for women’s football still pales in comparison to the men’s game. Without sustained investment in grassroots development, league structures and media coverage risk stalling. The rise of investment groups like Mercury 13 is promising, but football’s major stakeholders must commit to women’s football not as a side project but as an essential part of the sport’s future.
The road ahead is not without obstacles, but these challenges are not insurmountable. The continued push for cultural change, better representation, and increased investment will determine whether women’s football fulfils its potential.
Where to now?
The ball is rolling, and the momentum is increasing. But the work is far from done.
Football’s potential to become a sport for everyone depends on sustained commitment. Commitment to representation. Commitment to investment. Commitment to dismantling the outdated structures that exist in sport.
I asked the women who completed my survey and spoke with me for this article the same question: what do you think the future looks like for women in football? Here’s what they said.
“More journalists, and more coaches and referees. If we see it we can be it.” - Niamh
“I think it’s bright! More girls are being brought up now knowing it’s an option for them.” - Molly Cuthbertson
“As long as we keep uplifting each other I think we will be fine. There’s still a long way to go, but it’s looking good.” - Anon
“Hopefully strong. I already feel like I belong in football a million times more than I did when I was a bit younger. Obviously there is always going to be work to do but I think the future is bright.” - Sophie Denning
“Hopefully it includes more women of colour! I feel that a lot of female fan spaces are dominated by white women which is a huge contrast to the men’s game. I would like to see women from all different backgrounds coming together to enjoy the beautiful game.” - Ebube Irozuru
“The future is female.” - Josephine Nnadi
“A women’s Premier League with 20 clubs. Games as packed as men’s games. Men wearing women’s players shirts as much as they wear mens’ players.” - Nicole S.
“More diversity, more knowledge of the women’s game and more male support.” - Mia Lazaro
“I do hope that players can continue to enjoy building their platforms away from the pitch, sharing their personalities on social media and feel as if they are free to be themselves on the pitch too. I hope to see more women of colour in the WSL and I hope that more women of colour are able to grasp opportunities at grassroots level to pursue these careers. From a fan perspective I'm just looking forward to seeing records being broken in regards to attendance level - let's keep pushing the boundaries of what's expected and hit the mainstream media with our attendance. I'd love to see more women at tournaments, this summer offers the perfect opportunity for fans in Europe to get behind their international team!” - Katie Catherall
“Women’s sport is building its own culture, distinct from the hyper-commercialised men’s game. More personality-driven, more community-focused, more inclusive. Expect a rise in female-owned fan groups, independent media platforms, and new cultural movements around sport.” - Cherry Beagles
A future of football which embraces female fans as a core part of its strategy, rather than an afterthought, is not hypothetical. It’s already being built by a generation of fans, athletes, and professionals who refuse to accept football as anything less than theirs to shape.
This is our game, too.
Enjoyed this article?
Don’t forget to explore the rest of what Outside90 has to offer.
Get exclusive insights, curated picks, and the ultimate in sport lifestyle delivered straight to your inbox, including content from The Program and The Dugout.
