The Women's Super League (WSL) season has begun, marked by the opening fixture between London City Lionesses and Manchester United, which featured the debut of two-time Ballon d’Or winner Alexia Putellas. This summer's transfer market has seen several player transfers reaching £1m or more, as the league aims to build on recent successes.
Overall attendances for WSL matches are increasing, leading more clubs to utilise their associated male club’s stadia. Chelsea, for instance, will play all their league games at Stamford Bridge this season, potentially leading to larger crowds and increased matchday revenue.
A report by Barclays earlier this year indicated that fans spend more on a matchday when attending a WSL game compared to a men’s Premier League match. This spending is anticipated to grow further with the full introduction of alcohol sales in view of the pitch, a scheme now available to all WSL and WSL2 clubs after a two-season trial and shareholder approval.
The league is also exploring new ways to modernise the game and attract audiences, including enhanced hospitality offerings at larger venues. Clubs are providing family-friendly lounges where corporate entertainment can occur alongside children's activities. Additionally, there is a recognised need for a wider variety of merchandise, as the full range of replica kit, such as most WSL clubs’ replica shorts, is currently unavailable despite growing spend on women's football merchandise.