The men’s Fifa World Cup is drawing to a close, and it has reinforced a critical lesson about the importance of world-class stadium infrastructure to tournament success.
With nearly 40 days of World Cup fever coming to an end, attention must now turn to the health and future of the women’s game in the UK and beyond.
Women’s football in England has experienced a remarkable boom in recent years, with interest surging across all levels from the elite WSL down to the lower leagues.
Crowd numbers soared following the England Lionesses’ historic Euros win in 2022, with the average WSL attendance rising 180 per cent in the following season alone.
This boom has also fuelled a significant rise in grassroots participation, with around 2.6 million girls now having equal access to football in PE sessions at school, up almost a third on five years ago.
However, while professional women’s football continues to grow in coverage and awareness, stadium attendances have recently shown signs of flatlining, raising urgent questions about the matchday experience on offer.
With the UK all but confirmed as host for the 2035 Fifa Women’s World Cup as the only bidder, the moment presents a genuine opportunity to invest decisively in women’s football infrastructure across the country.
The CEOs of the FA, Irish FA, Scottish FA and FA of Wales have all stated that “a Women’s World Cup in the UK has the power to turbo charge the women’s and girls’ game both in the UK and globally.”
Brighton and Hove Albion’s announcement that they are to build Europe’s first purpose-built women’s football stadium represents a pivotal step, with Brighton’s CEO Paul Barber stating that “infrastructure is going to change this game.”
Architectural design firm Populous commissioned YouGov to survey 2,000 football fans, both female and male, about their women’s football stadium experiences and expectations, providing data-led insight into what needs to change.
The research showed that existing and potential female fans prioritised the idea of a welcoming, family-friendly environment, seeking enjoyment in the social experience as much as in the match itself.
Female football fans view their attendance as part of a wider day out, with the overwhelming majority of those surveyed saying they would choose comfort over being close to the action.
In practical terms, this means family-friendly seating with sightlines not designed exclusively for men, fan zones for children, healthier food options, and an end to notoriously long toilet queues.
Male fans, by contrast, prioritised food and team performance on matchdays over community and comfort, highlighting how distinct the two audiences truly are in their expectations.
The good news for club owners is that fans of both genders want atmosphere, and for most WSL teams that means a capacity sweet spot of around 10,000, with the option to scale up for high-profile Champions League fixtures.
Chelsea has announced all their WSL games will be held at Stamford Bridge, while Goodison Park is being retained and repurposed as the permanent home of the Everton Women team, signalling growing commitment from top clubs.
These developments demonstrate that owners who invest in fan engagement and improved facilities can expect enhanced performance both on and off the pitch as a direct result.
The 22 stadiums earmarked to host games at the 2035 tournament have already been named, and while one or two are yet to be built, all must contribute meaningfully to women’s football’s long-term growth.
With 2035 on the horizon, the UK has a once-in-a-lifetime opportunity to make feasible, targeted interventions that create lasting Women’s World Cup legacy for generations of female football fans to come.
Maria Knutsson-Hall, Senior Principal at architectural design firm Populous, argues the moment must be seized with both hands before the opportunity passes.