Author: Sebastiano Moretta

Women’s football has proven capable of attracting people who are tired of the negative atmosphere that often surrounds men’s matches. However, to truly capitalise on this opportunity, much more needs to be done. In Italy, television broadcasts frequently show stadiums that appear almost empty, even when hundreds of fans are actually present. Crowd noise is often muted or reduced to a minimum so as not to interfere with the commentator’s voice, and the result for viewers at home is a flat, unengaging experience.

For those who do attend in person, the typical Italian matchday still follows a very basic pattern: travel to a stadium often located far from the city centre, watch the game, and leave immediately afterwards. A few clubs are experimenting with creating a more welcoming environment – one that fosters a sense of community and offers exclusive experiences – but much like what happens in youth development, these initiatives remain isolated. There is no coordinated strategy from the Federation to support or scale them.

Italian Stadiums: Understanding the Limits of the Current Matchday Experience

In Italy, institutions should certainly work to promote a more positive mindset around attending women’s football matches. However, low attendance cannot be attributed solely to a lack of culture or willingness among fans. In many cases, the issue is not that people don’t want to go to the stadium, but that they simply cannot. Women’s football venues are often located outside the main city and placed in nearby provinces, forcing many supporters to drive at least an hour to reach the match. For those without a car – or without friends to travel with – attending becomes practically impossible.

Another issue is that many teams play in lower‑tier men’s stadiums, some of which require significant improvements. However, the financial burden typically falls on the municipality, which, as is often the case in Italy, is already dealing with more urgent priorities. As a result, the matchday experience is usually limited to watching the game and little else, with basic services such as bars or bathrooms that often function poorly.

A better experience is offered when major fixtures are played in the club’s main stadium. Juventus, for example, has hosted women’s matches at the Allianz Stadium, where services are well organised and family‑friendly activities are available. Yet these occasions remain rare. The average Serie A Women venue consists of a single covered stand and not much more.

At the moment, the best stadiums for watching women’s football in Italy are probably Tre Fontane – Roma Women’s home ground – and the newly built Viola Park, a small gem that hosts Fiorentina Women. Tre Fontane benefits from being located within the city, making it accessible by both car and public transport. Viola Park, on the other hand, sits outside Florence: it can be reached by bus, but supporters must then walk around twenty minutes to get to the stadium.

Moreover, despite women’s football often being described as a more inclusive and welcoming environment – and to a certain extent it truly is – the stadiums themselves frequently fall short when it comes to accessibility. Many venues offer only minimal facilities for people with disabilities: dedicated bathrooms are scarce or poorly maintained, and access to the stands is often inconvenient or not fully compliant with basic accessibility standards. This gap between the values the sport promotes and the infrastructure that should support them remains one of the most urgent issues to address.

The Need to Create a Matchday Experience

As revenues from sponsorships and TV rights remain low, Italian clubs must look for alternative ways to build a sustainable business model. However, before asking fans to pay, clubs should first ensure they are offering a proper, high‑quality service. Not all teams are in a position to charge for entry, and some – hoping to boost engagement – still allow free access. Even when tickets are sold, prices rarely exceed €5, which is exceptionally affordable for a top‑flight women’s football match. To justify higher prices, both clubs and institutions need to deliver more.

Another factor that discourages attendance is the quality of the spectacle on the pitch, which often depends on the overall condition of the clubs and on whether the match carries real significance in the league table. What women’s football in Italy should recognise is that many people are willing to pay €30-50 to watch a men’s match – even when the game has little relevance for the standings – or to spend money on lower‑tier men’s teams from their own city, rather than pay €5 to attend a women’s title‑decider. This discrepancy highlights how much work still needs to be done to enhance both the product and the perception of the women’s game.

Balancing Premium Access and Fan Inclusion

Some clubs have attempted to cultivate a sense of exclusivity. For instance, the ownership of Como Women introduced a premium experience during a friendly tournament in Milan, The Women’s Cup – not to be confused with the Serie A Women’s Cup. The invitational event, however, drew criticism from supporters who were left outside the stadium while, at pitchside, a select group of affluent guests and a few journalists were served food and drinks, many of whom appeared only marginally engaged with the match itself.

A more constructive model has been implemented since Matchday 1 of the new Serie A Women’s season. For €20, in limited availability, spectators can access the VIP Central Tribune, which includes hospitality with a buffet and, for those purchasing a kit, theopportunity to have the shirt signed by their favourite player after the match. Other clubs, meanwhile, are experimenting with half‑time DJ sets to offer additional entertainment during the interval.

Examples From Abroad

To enhance fan engagement and improve the overall stadium experience, several international examples offer useful points of reference. One is that of London City Lionesses, who in March 2025 outlined five reasons for supporters to attend their match at Hayes Lane. The club organised DJ sets before, during and after the game, alongside free family‑friendly activities designed to entertain both children and parents. Supporters were also given the opportunity to request photos and autographs before kick‑off, while ticket prices were kept accessible, ranging from £4 for under‑18s to £9 for adults.

Barcelona has adopted a different model, offering a Star Pass that includes a pre‑match meet‑and‑greet with a chosen player for a selfie and autograph, as well as various discounts for attending matches across multiple competitions or specific leagues. Ajax, meanwhile, has taken a more developmental and community‑oriented approach. The club provides opportunities for young players aged 6 to 16 to train on one of the club’s pitches – regardless of their level or whether they are registered with Ajax – before attending the women’s match, integrating participation and matchday experience into a single pathway.

Suggestions to Improve the Stadium Experience

To enhance both the stadium and matchday experience – and to build a stronger football marketing strategy – clubs must consider the different perceptions surrounding the men’s and women’s game. At the same time, they should avoid turning football into a mere background activity overshadowed by side events, so finding the right balance is essential.

First of all, families should feel safe when attending a women’s football match, protected from the toxic environments often associated with the men’s game. At the same time, they should avoid importing those dynamics into women’s football, as unfortunately happened after the Roma-Juventus clash a few years ago.

In addition, the matchday experience can begin well before kick‑off, on multiple levels, and should foster a festive, welcoming atmosphere. A stronger synergy between the Federation and supporters’ groups could also help gather feedback on how to further improve and enrich the experience. Additionally, clubs could introduce merchandising stands specifically dedicated to the women’s team

Taken together, these steps can significantly elevate the perception of women’s football for all supporters. The growth of the women’s game depends not only on improving the quality on the pitch, but also on turning every match – whether decisive for the standings or not – into a unique experience capable of attracting more fans, regardless of how far the stadium is from the main city. Much more must also be done from an inclusivity perspective, as people with disabilities should have the opportunity to attend women’s football matches independently and without barriers.