Steer publishes new report on adapting matchday operations for the next phase of women’s football

Momentum has been building behind women’s football for years, but the UK’s win at UEFA Women’s EURO 2025 has unleashed a fresh wave of enthusiasm.  Stadiums are filled with record-breaking crowds, and the game is attracting a new demographic in the shape of women and families dominated fanbase. 

However, before we celebrate, we need to ask ourselves a pressing question: have stadiums, transport, and operational planning kept pace with this new era of the game? 

Introducing Playing to the Crowd

Steer’s specialist Sports & Major Events practice has published a landmark report, Playing to the Crowd: Adapting Matchday Operations for the Next Phase of Women’s Football, offering a strategic framework to create a more inclusive, accessible and future-proof matchday experience. 

Without operational adaptation, the growth of women’s football risks stalling. Fans could face avoidable barriers, from limited transport options to uncomfortable facilities and unclear communications. Those barriers don’t just affect attendance; they can also undermine revenue, reputation, and long-term fan loyalty. By adapting operations now, the women’s game can continue to thrive on and off the pitch.

Drawing on primary and secondary data analysis, in-depth stakeholder interviews, and our extensive hands-on experience working with clubs, venues, transport operators, and government authorities, this report provides practical solutions to the challenges facing women’s football.

What’s inside?

In the report, you’ll find key insights, reflections and case studies on:

• Fan Demographics: The crowd at a women’s match isn’t just growing, it is distinct from the men’s game. More families, more women, more first-time attendees. We explore who they are, where they’re coming from, when they arrive, and what they need for a great matchday.
• Transport: The journey to and from a game matters. With a focus on the opportunity for rail, we look at how to make travel safer, more affordable, and more convenient for a fanbase that’s travelling from further afield, often with children in tow.
• Spectator Communications: First-time attendees do not have the same matchday routine as seasoned supporters. We show how clear, targeted messaging can remove uncertainty, build confidence, and keep people coming back.
• Stadium Design: Today’s audience deserves spaces that work for them. That means rethinking seat layouts, toilet provision and family facilities to match the physical and behavioural needs of this new demographic.

Download the full report (PDF)

Speak to us

The demographic shift accompanying the growth of women’s sports requires clubs, venue operators, event organisers, local authorities, transport operators and other key stakeholders to adapt existing operations to accommodate the new face of matchday. 

For more information or to speak to an expert about adapting your matchday operations for a changing spectator demographic, contact us.

For media enquiries, contact our in-house journalist Timothy Gallagher on [email protected].