Women’s football needs media support to thrive

The interest in women’s football at the Olympic Games has surprised even the most ardent fan. But can this increased interest in a game played by over 1 million in the United Kingdom alone, provide a long-term legacy for the domestic game?

The past two years have seen the biggest transition in the women’s game, not least in England. The creation of the Women’s Super League means the UK now has two semi-professional leagues, alongside the Premier League National Division.

Currently the sport is third behind men’s football and cricket, in terms of the numbers participating. According to the FA (2011 results), 1.38m play the game; 275, 300 of those are adults.

One of the reasons why participation hasn’t translated into public interest is undoubtedly the lack of mainstream coverage. At present only 5 per cent of sport covered in print is women’s sport, and the majority of that is women’s football.

While ESPN has a weekly results show and shows matches live, there is still a distinct lack of coverage on terrestrial television.

The BBC has shown all the games from London 2012 and did show the 2011 Women’s World Cup; but most of the matches were shown on the red button, and it was only after viewer unrest that England’s games were shown on BBC2.

Positive discrimination

The consensus seems to be that perhaps an element of positive discrimination is needed to allow the game to be seen by all.

The women’s game is noticeably more family-friendly than its male counterpart. Games are played at smaller stadiums, usually homes of non-league clubs, and tickets are rarely in excess of £5 – an amount far less than you would pay to see a men’s league team.

Access to players is also at a level unseen in many other sports, with players regularly interacting with fans straight after the games. Sensibly, many clubs have used the family-friendly nature to their benefit, with free football festivals for youngsters and fetes prior to games.

The FA is clearly making a concerted effect to increase the diversity, with full-time women’s football development officers employed by county FAs, a specific female referees strategy, and a female ambassador scheme’s.

Captive audience

Unfortunately, this does not help increase the number of people watching the game on a weekly basis.

Independent websites such as shekicks are taking matters into their own hands, filling a clear information void for a captive audience.

In April, Arsenal played Chelsea in the first woman’s match at a men’s Premier League stadium, achieving a sell-out attendance of 5,052.

Last year’s FA Cup final was at Coventry’s Ricoh Arena and attracted a crowd of 13,885, while this year’s at Ashton Gate saw 8,723 in support.

It is clear the appetite, fan support and passion are there. The question is, whether any channel or publication is brave enough to give the women’s game the support it needs to help it on its way.