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Audiences and consumers alike are taking more notice of women’s football, and in doing so presenting key business opportunities, according to a new survey. A study by has shown that sports fans are becoming more and more engaged with the women’s game off the back of the ongoing UEFA Women’s Euro 2022 – particularly from a commercial and retail perspective. Notably, 83% of surveyed fans said they ‘would consider’ buying a football shirt with a female player’s name on the back, with an additional 84% stating that they would be more likely to make a purchase following the tournament.

Sam Patterson, Marketing Director at, said: there’s been huge demand from football fans for women’s football jerseys this summer, with many retailers even running low on stock. He also said that this just shows that women’s football is having its moment off the pitch, just as much as it is on it. Seeing fans wearing their England jerseys with pride with names like Bronze, Hemp and Mead on the back really signifies a level of retail growth in the game we haven’t seen before.

The increase in consumer interest in the sport is unsurprising when attendance levels and viewing figures are considered, and in the UK even less so when the roaring success of England’s lionesses throughout the tournament is factored in. A total of 68,781 fans attended England’s opening 1-0 victory over Austria at Manchester United’s Old Trafford stadium – a record for the sport – and turnout continued to remain high for subsequent fixtures in Southampton, Brighton and Sheffield.

Meanwhile, UEFA has since revealed that the competition has become the most watched in women’s football history, with viewership increasing by 58%. This has been reflected in’s findings, with 91% of fans noting increased ‘coverage and noise’ around the tournament.