In 2022, FC Barcelona set a new standard for attendances in women’s football. The Catalan giants drew crowds of more than 90,000 fans twice in a row in the Champions League. Those who attended the games against Real Madrid and VfL Wolfsburg will never forget the atmosphere. It was like witnessing a historic moment, a turning point. From then on, it was clear that women’s football belonged in the big stadiums.
Three years later, this idea has become a reality – at least partly. From London to Turin to Lyon, people want to see the women’s game on the biggest stage. Recently, German second-division Hamburg welcomed a record 57,000 fans to their DFB Cup clash with rivals Werder Bremen. On the other side of the channel, 38,502 fans cheered on Newcastle as they took on Sunderland in the Women’s Championship. These examples show that, in 2025, you do not necessarily need Alexia Putellas in your team to attract big crowds.
It’s a no-brainer for most clubs to play their most important matches in the stadiums usually used by the men’s teams. But many question marks remain. Is this strategy of playing selected ‘highlight’ matches in the big stadium effective for the growth of the game? What can clubs do to ensure that women’s teams aren’t just guests in the big stadiums, but feel at home there? How can a respectful and inclusive atmosphere be maintained? And, most importantly from a business perspective: How to make these games profitable?
Permanent move into big stadiumS: “Showcase women’s football on the biggest stage”
Today, many clubs choose to play certain so-called ‘highlight’ matches in the big stadiums. But only a few have the courage to move permanently to a big arena. There are several reasons for this. The critical break-even point at which a match becomes profitable is often reached with 25,000 fans or more. This is a threshold that many women’s matches in large stadiums still do not cross. Clubs also fear that the atmosphere will suffer if they play in a half-empty stadium. Home advantage can feel much less important in such an environment.
Playing in a big stadium is still a gamble. But Union Berlin’s head of women’s football Jennifer Zietz is urging other clubs to be as bold as the German club. The second-division side play all of their games at the Alte Försterei, the home of the men’s team. Their average attendance is 5261. A figure that pales in comparison to the crowds at Arsenal or Chelsea. But for a second-tier club in Germany, it’s a remarkable achievement. It’s almost ten times the average attendance of 1. FC Nürnberg, who come second in the attendance table with 580 spectators per game.
Jennifer Zietz told The Rise of Women’s Football: “We need to showcase women’s football on the biggest stage. Why should we put it in some backyard next to the big stadium? We’re just going to be overshadowed by the men again.” In fact, many teams play on pitches adjacent to the men’s stadium. These are usually training grounds and are not suitable for competitive matches. In these cases, the women’s teams literally play in the shadows of the men’s teams. The fans have to make do with a substandard infrastructure. This factor also played a role in Union’s decision.
Better infrastructure and facilities
“The decision was easy”, says Zietz. “We have two professional teams and a ready-made stadium that is open every other weekend. Why shouldn’t the women be allowed to use it? And we give the fans a good infrastructure, parking spaces, sanitary facilities, catering and all that.”
Of course, moving to a big stadium is no easy task. Clubs have to consider a number of factors. Even in a relatively small stadium like the Alte Försterei (capacity 22,000), fans may feel more distant from the team than in a smaller setting. Playing in the same stadium means that the women’s game runs the risk of losing its unique selling point – the sense of community. And in the beginning, clubs have to invest a lot in marketing. Big numbers don’t come out of nowhere.
Marketing in the big stadium: Bouncy castles or sports AT THE CENTRE?
But there’s a lot of disagreement about how to market these games. At the World Cup and the EUROs, the associations opted to market them as family-friendly options. Fun activities were organised around the stadium – a kind of ‘eventization’ that is also popular in the NWSL. Union Berlin took a different approach: “We don’t need a bouncy castle to get people into the stadium. They come because of the football, because of the game. And I think that’s the most important thing we have to create: an awareness among the population that women’s football is great football and not just entertainment,” says Zietz.
As the season draws to a close, Union are in a strong position for promotion. The crowds will be even bigger in the Frauen-Bundesliga. Zietz hopes other clubs will follow Union’s example: “Of course, it’s a lot of effort at the beginning, but you have to invest a little and be brave to achieve a top result in the end.” This is a logic that applies not just to the big stadiums, but to women’s football in general.
Text: Helene Altgelt
