England’s victory at Euro 2025 has once again sparked debate about the national team’s influence on the women’s game — and whether that success has translated into lasting progress for domestic football.
Over the past decade, women’s football in England has seen remarkable growth. Since the Lionesses’ third-place finish at the 2015 World Cup, media coverage, fan engagement, and investment have surged, reaching new heights after their historic Euro 2022 triumph. Yet the question remains: has the latest success in Switzerland produced the same impact?
The Women’s Super League (WSL) saw a notable attendance boost following Euro 2022 and the 2023 World Cup, but early figures from this season suggest a plateau. The league currently averages around 6,500 fans per match, though the campaign is still young — with only six games played and several top clubs yet to host fixtures at their main stadiums.
Two WSL rounds have coincided with Premier League-free weekends, typically used to attract larger crowds. However, according to the Women’s Sport Trust, attendances are down 1% year-on-year across the first six matches.
Some clubs, however, are showing encouraging trends:
According to Nicky Kemp, editorial director at Creativebrief, clubs are beginning to understand that sustainable growth requires cultivating a dedicated fan base rather than chasing headline figures.
“If we compare women’s football to the men’s game, it will always look smaller,” Kemp explained. “But clubs like Arsenal are leading the way by creating real experiences and consistent engagement at their stadiums.”
Arsenal’s decision to stage all WSL home matches at the Emirates Stadium this season has been transformative. With a 60,000-seat capacity, it’s the largest permanent home in English women’s football.
While none of their first three home games have topped 40,000 in attendance, context matters — this season’s early fixtures did not include rivals Chelsea or Manchester City. Ahead of their 8 November meeting with Chelsea, Arsenal had already sold 50,000 tickets, surpassing last year’s attendance of 45,860 for the same fixture.
The club has also sold 17,000 women’s season memberships for 2025-26 — nearly four times the capacity of their former home at Meadow Park.
“We’re proud of the fans we have,” said Arsenal boss Renee Slegers. “Our focus is on making the Emirates the true home of Arsenal Women.”
The stadium now features the women’s honours alongside the men’s, and facilities have been upgraded to include family toilets and baby-changing areas, reflecting a broader fan demographic.
One of the WSL’s biggest challenges remains scheduling. More games now kick off at noon, while the divisive 18:45 Sunday slot has been dropped. Early starts have caused issues for families with children in Sunday leagues and for fans relying on public transport.
A major improvement, however, has been accessibility: matches not aired on BBC or Sky Sports are now free to stream on YouTube, replacing the unpopular FA Player platform.
“YouTube has been a huge step forward,” said Kemp. “But women’s football still needs a consistent broadcast slot to build real visibility.”
The WSL’s growing profile continues to attract major sponsors. Now operating as an independent league (since August 2024), the WSL is in year two of a £45m title sponsorship with Barclays and has struck a new partnership offering free tickets to British Gas customers.
In addition, WSL players will appear in the Football Manager 2026 video game for the first time, marking another milestone in mainstream visibility.
“Women’s football offers incredible value right now,” said Kemp. “It’s at a challenger stage, so brands see a real opportunity to make an impact.”
Meanwhile, Manchester City’s Kerstin Casperij recently became the face of Tinder’s new campaign, signalling growing cross-industry interest.
Social media followings have also exploded — with Chloe Kelly, Leah Williamson, and Alessia Russo each surpassing one million Instagram followers, while Lauren James, Lucy Bronze, and Ella Toone are close behind.
The league itself reported 4.1 million social media engagements in September — double the post-Euro 2022 figures.
The second tier — now rebranded WSL2 — will feature 12 fully professional clubs for the first time next season, with newly promoted Ipswich Town and Nottingham Forest turning professional this summer.
Nike has also stepped in to provide free custom boots and goalkeeper gloves for all WSL and WSL2 players, addressing long-standing concerns about using ill-fitting men’s footwear linked to ACL injuries.
At grassroots level, participation continues to grow rapidly:
England’s success at Euro 2025 has undoubtedly reinforced the country’s passion for women’s football. While attendances have levelled off and challenges remain around scheduling and fan retention, the sport’s infrastructure, commercial backing, and grassroots engagement have never been stronger.
The next step? Turning one-off moments of glory into sustainable, season-long growth — across every level of the game.
