Many venues ‘missing out’ by not screening women’s football matches

More than half of UK adults have tuned in to watch women’s football over the past twelve months, according to new research from beer giant Carling – but many venues are still not playing the matches despite this growing demand.

In a poll of more than 2000 UK adults, Carling – sponsor of the Adobe Women’s FA Cup – found that more than three in five (62%) men have watched a match over the past year and nearly half (49%) of women, with those aged 25-34 being the most avid viewers (64%).

Further, 32% of people said they would be more likely to visit their local if they had women’s football on the TV.

Carling brand director at Coors Beverage Company, Lee Willett, said: “Women’s football audiences continue to grow as the success of the Lionesses and increasing popularity of the domestic game inspires a whole new legion of fans – presenting an exciting opportunity for venues up and down the country as a result.

“The game attracts a large audience, but according to our survey, many venues are still not playing the matches despite demand. Making it more accessible is vital to tap into the nation’s love of the game and draw in some of the 85% of fans watching from the comfort of their own home,” said Willett.

When watching a match, a lager or a soft drink were the top choices of drink for one in five of the survey’s respondents, while cider was preferred by 12% and a glass of wine for one in ten (11%).

Carling became the first official beer partner of the Adobe Women’s FA Cup in 2023 and is continuing to back the competition in 2024, as well as sponsoring TalkSport’s coverage of the Adobe Women’s FA Cup and supporting women’s football at a grassroots level.

Over the past three years, Carling has also  teamed up with Umbro and pub partner Stonegate to give away over 200 kits to grassroots teams.