With the season around a quarter of the way through, I thought I'd take a look at the attendance figures that have been made available, and analyse them to see what can be deduced from them.
Of the 34 Northern Premier Division League, and 32 Southern Premier Division League matches played up to and including the 29th September 2018, 5 match attendance figures remain undisclosed in the southern section, and 8 match attendance figures remain undisclosed in the northern section according to the official 'FA Full-Time League website'.
Attendances and matches played so far:
Northern Premier Division
0,125 | Bradford City v Huddersfield Town
0,082 | Nottingham Forest v Hull City
0,000 | Sheffield FC v Sunderland (attendance undisclosed)
0,142 | Derby County v Doncaster Rovers
0,040 | Hull City v Fylde
0,000 | Guiseley v Nottingham Forest (attendance undisclosed)
0,163 | Middlesbrough v Huddersfield Town
0,123 | Sheffield FC v Blackburn Rovers
0,102 | Stoke City v Bradford City
0,160 | Sunderland v Doncaster Rovers
0,094 | Nottingham Forest v Sheffield FC
0,000 | Sunderland v Middlesbrough (attendance undisclosed)
0,102 | Huddersfield Town v Doncaster Rovers
0,097 | Bradford City v Guiseley
0,000 | Fylde v Blackburn Rovers (attendance undisclosed)
0,136 | Stoke City v Derby County
0,000 | Guiseley v Stoke City (attendance undisclosed)
0,198 | Blackburn Rovers v Hull City
2,109 | Derby County v Nottingham Forest
0,000 | Doncaster Rovers v Middlesbrough (attendance undisclosed)
0,092 | Huddersfield Town v Sunderland
0,118 | Sheffield FC v Bradford City
0,120 | Bradford City v Sunderland
0,052 | Fylde v Nottingham Forest
0,000 | Guiseley v Huddersfield Town (attendance undisclosed)
0,050 | Hull City v Derby County
0,074 | Sheffield FC v Middlesbrough
0,130 | Stoke City v Doncaster Rovers
0,000 | Doncaster Rovers v Blackburn Rovers (attendance undisclosed)
0,093 | Huddersfield Town v Sheffield FC
0,060 | Hull City v Stoke City
0,240 | Middlesbrough v Derby County
0,105 | Nottingham Forest v Bradford City
0,189 | Sunderland v Fylde
Southern Premier Division
0,000 | Milton Keynes Dons v Portsmouth (attendance undisclosed)
0,076 | Oxford United v Loughborough Foxes
0,093 | Watford FC v Gillingham
0,100 | Cardiff City v Loughborough Foxes
0,130 | Chichester City v Coventry United
0,070 | Gillingham v Oxford United
0,044 | Plymouth Argyle v C & K Basildon
0,118 | Portsmouth v Watford FC
0,078 | Queens Park Rangers v Milton Keynes Dons
0,000 | C & K Basildon v Gillingham (attendance undisclosed)
0,272 | Chichester City v Portsmouth
0,000 | Coventry United v Loughborough Foxes (attendance undisclosed)
0,132 | Watford FC v Queens Park Rangers
0,100 | Oxford United v Milton Keynes Dons
0,050 | Cardiff City v Queens Park Rangers
0,047 | Loughborough Foxes v C & K Basildon
0,000 | Milton Keynes Dons v Chichester City (attendance undisclosed)
0,094 | Portsmouth v Coventry United
0,065 | Gillingham v Plymouth Argyle
0,163 | Oxford United v Watford FC
0,000 | Milton Keynes Dons v Coventry United (attendance undisclosed)
0,061 | Plymouth Argyle v Chichester City
0,090 | Portsmouth v Gillingham
0,056 | Queens Park Rangers v Oxford United
0,075 | Watford FC v Loughborough Foxes
0,033 | C & K Basildon v Cardiff City
0,069 | C & K Basildon v Portsmouth
0,200 | Chichester City v Oxford United
0,070 | Gillingham v Coventry United
0,075 | Loughborough Foxes v Queens Park Rangers
0,160 | Milton Keynes Dons v Plymouth Argyle
0,151 | Watford FC v Cardiff City
It's rather disturbing that from a total of 66 league matches played, 13 of those matches reveal nothing of the attendance figures. This in a time when the women's game is in the midst of its development. You could of course argue that it's more accurate to say renaissance rather than development, when you consider that attendances reached 15,000 plus, over 100 years ago fairly frequently, despite the grossly unjust laws and obstacles that frowned upon the women's game so fiercely at the time. To my mind the FA are being rather lax here in not compelling each and every Club to disclose their attendances as a priority. The FA have after all placed so much importance and credence upon financial stability of all clubs in restructuring the leagues. How then are we to know what their stability is if attendances are not disclosed? It further makes me wonder that if the figures are undisclosed by 7.8% of the population as they are here, because the FA appear complacent in allowing such practice, then just how accurate are the figures that are disclosed? I say that because one such away match that I attended last season revealed an attendance of over 150, when I (as I always do) counted considerably less in the ground. That club of course will remain anonymous for legal reasons, but it nevertheless reveals to me that far sterner and more rigorous checks on disclosure and non-disclosure must be addressed. In Derby County's case regarding the record attendance of 2,109 at Pride park recently against Nottingham Forest of course, every seat filled was accompanied by a purchased ticket for auditing purposes as proof of that attendance figure. That said, I believe that some clubs have tended to almost second-guess the figures based on what the takings they see in the Tupperware container, together with whoever they arbitrarily consider to be added into the equation based upon a rather loose say-so. That has to change if the game is to move completely away from its grass-roots image and into the professional era that the game is now entering. It is imperative that the public have insightful access to these figures in full on the FA's official website.
So what can we glean from the figures that we have? Well the first thing to note is that of the 34 matches played in the northern section, 29 revealed their attendances. Those 29 matches totaled an overall attendance of 4,996 fans, which gives a mean average of 173 per match. Contrast those figures with the southern section, we see that 32 matches were played, 24 of which revealed their figures, totaling an overall attendance of 2,672 fans attending those games. That gives a mean average of 111 fans attending per game. So even allowing for the factoring in of the 8 southern section's undisclosed figure matches against the northern section's 5, the northern section's attendance figures are vastly outnumbering those of its counterparts in the southern section.
Total disclosed attendances of each club with games played:
Northern Premier Division
2,251 |2| Derby County
0,403 |2| Middlesbrough
0,368 |3| Stoke City
0,349 |3| Sunderland (1 match undisclosed)
0,342 |3| Bradford City
0,315 |4| Sheffield FC (1 match undisclosed)
0,287 |3| Huddersfield Town
0,281 |3| Nottingham Forest
0,198 |1| Blackburn Rovers
0,150 |3| Hull City
0,052 |2| Fylde (1 match undisclosed)
0,000 |2| Doncaster Rovers (2 matches undisclosed)
0,000 |3| Guiseley (3 matches undisclosed)
Southern Premier Division
0,602 |3| Chichester City
0,451 |4| Watford FC
0,339 |3| Oxford United
0,302 |3| Portsmouth
0,205 |3| Gillingham
0,160 |4| Milton Keynes Dons (3 matches undisclosed)
0,150 |2| Cardiff City
0,134 |2| Queens Park Rangers
0,122 |2| Loughborough Foxes
0,105 |2| Plymouth Argyle
0,102 |3| C & K Basildon (1 match undisclosed)
0,000 |1| Coventry United (1 match undisclosed)
Mean average attendances per game, per club. Undisclosed attendances factored in based upon previous attendances this season. With games played:
Northern and Southern Premier Division
1,123 |2| Derby County
0,202 |2| Middlesbrough
0,201 |3| Chichester City
0,198 |1| Blackburn Rovers
0,175 |3| Sunderland (1 match undisclosed)
0,160 |4| Milton Keynes Dons (3 matches undisclosed)
0,123 |3| Stoke City
0,114 |3| Bradford City
0.113 |4| Watford FC
0,113 |3| Oxford United
0,105 |4| Sheffield FC (1 match undisclosed)
0,101 |3| Portsmouth
0,096 |3| Huddersfield Town
0,094 |3| Nottingham Forest
0,075 |2| Cardiff City
0,069 |3| Gillingham
0,067 |2| Queens Park Rangers
0,061 |2| Loughborough Foxes
0,053 |2| Plymouth Argyle
0,052 |2| Fylde (1 match undisclosed)
0,051 |3| C & K Basildon (1 match undisclosed)
0,050 |3| Hull City
0,000 |1| Coventry United (1 match undisclosed)
0,000 |2| Doncaster Rovers (2 matches undisclosed)
0,000 |3| Guiseley (3 matches undisclosed)
So what can be done to improve attendances?
As any Sales Manager worth their salt will tell you, to sell a product well, you first of all have to believe in the product you are selling. At Derby County Ladies Football Club, we are extremely fortunate to have a Chief Executive Officer (CEO): Duncan Gibb, who wholeheartedly believes in the women's game, the club he represents and the people within it. Duncan and I have not always seen eye-to-eye it must be said, but we share one common factor: passion. Me as a fan bleeding black and white. Him as Director of a football club. We both believe in our way forward never back, and I would further suggest that our ideas on ways forward are often very different. We do though share that passion for helping the women's game however we can. Being a fan running a supporters group though, as I am, lends itself in my case to expressing that little extra in a fashion that could be said to be somewhat unconventional at times. I see something that could do with tweaking or changing-up here and there, so I use my voice and means to suggest solutions as I see fit for the better. Not everyone agrees with me, but that's the beauty of football; everyone is entitled to an opinion.
One of the problems I see with women's football clubs are often that they set off brilliantly with their gleaming new websites , Facebook pages or Twitter accounts, and slowly but surely a pattern emerges whereby we see what appears to be lack of ambition to complete pages, or ongoing updates that need to be done such as Player Profiles, or Match and Twitter Reports. Often there can be several websites half completed or updated, and basically it all starts to look a little tired, rather than being kept on top of. Of course when that happens, you can't expect advertising to be brilliant either. Now marketing your product well surely has to be the most important way of reaching your target audience? If the customer doesn't get to see what's on offer you wont sell anything. It's common sense. So why then do some clubs not understand that the women's club has to become part of the bigger stage in order to boost attendances? You need to become part of the mother club you are named after in most cases, in order to expand the club you support or work for at our level. The difference with Derby County LFC is that our model starts from us being self financing through our vast volume of sponsorship/partnerships which not every club has. This is not to say that I don't recognise the plight of certain clubs that have taken sever hits for non footballing reasons, and suffered badly for it. I so do, and my heart goes out to them. I have been the first to campaign against the butchering manner in which the FA have gone about delivering change to the women's game, but that's for another day.
Over the last couple of years I have campaigned vigorously to think of ways in which Derby County Ladies FC can increase it's profile. One of my suggestions to the mother club, in our case Derby County FC, was to approach them and put it to them that DCLFC needed to have their own link which would direct users of the official men's website to the women's website, and that link needed to be installed on the mother club's website home page. I went along a good few times to DCFC meetings to put forward my case, and argue the case for women's football as a whole, stating that the days are gone when 90% of the fan base were male. You go to any match nowadays and around 45% are now female I would argue. If nothing else it would be disrespectful to virtually half your entire fan base to disregard the importance of their input into your club. More than that though, the mother club have almost totally embraced the women's arm of the club, and in doing so watched it flourish in the recent home league match played out at Pride Park Stadium, in which 2,109 fans cheered from the stands. What a fabulously historic occasion it was that day. But to get that amount of people through the turnstiles was not easy let me tell you. You can't force people to just turn up. You have to give their eyes and ears a reason to transfer a message to the brain saying "I'm having some of that." The work put in by DCFC, DCLFC, and volunteering fans was immense. An awful lot of planning and graft went into advertising the match in such a way as to attract new fans. Had they merely put out a regular couple of banners that most clubs routinely post prior to each match, there would probably have been a few hundred, but no more than that I would suggest. In fact as if to prove a point here, Celtic hosted Rangers the following week and attracted 200. Why? ...because they advertised the match just two hours before the game kicked off: scandalous buffoonery! We had a golden opportunity presented whereby the match fell on an international break, and the men's arm of both Forest and Derby had no league programme. Add to that, Derby County Ladies were playing at pride Park Stadium for their first ever league match and that it was against Nottingham Forest, our fiercest local rivals, and you had a perfect recipe for our previous record attendance to be smashed to smithereens.
This of course prompted me to take a look at other match attendances. Indeed the match between Manchester City Women and Chelsea Women that day attracted less than 400 more that our game at 2,501, which tells you just what an achievement it really was. This season Derby County Ladies found themselves beating the attendances of an SPL men's league match as well as many other professional men's clubs including a league match between Accrington and Burton Albion 1,943, and Morecambe v Swindon Town 1,559. Indeed Hull City's Carabao Cup match v Derby County men's team attracted less than 4,500. In the women's game the Pride Park attendance was larger than Arsenal v Liverpool 1,173, Brighton v Bristol City 376, Reading v Yeavil 464, Albania v Scotland 700, N.Ireland v Slovakia 133, Rep Ireland v N.Ireland 1,603. Playing women's matches in big stadiums attracts big gates, but big stadiums alone are not the answer.
Growth can be a wonderful thing if done properly. In our case it's been about the long game. Our time is rapidly emerging now, and I want to see the same happen throughout our beautiful game. The main thrust of this exercise is to highlight where I feel women's football is at with its fan base and where I believe it can go given a few tweaks here and there that I alluded to earlier. Once everyone and not just the few recognise the power of social media advertising if done correctly, and website maintenance and appearance in order to attract sponsors wealth to the game. The better the game will be, and the greater the attendances will become. Most of it is simple. Don't just advertise on your own pages, share and post on as many groups pages as you can find on social media. Build relationships with other group administrators and keep everything bang up to date. Hard work as we all know pays off in the end. I know ours has.
One of the most surprising things though is that there are still extremely few clubs that adopt, accept, or promote the emergence of fan sites, supporters clubs or club fanzines. There still appears a reluctance and possibly even a suspicion in some quarters about embracing something that is so radically unusual within the women's game as an actual 'fan' site or social media fan page that follows the club and its players every move in the world of football. At first I also admit to getting one or two things wrong myself too. Over time though each and all do find an acceptable distance from which to run the show your end so to speak, without treading on the anyone's toes. After all I really don't wish to upset the very club that I worship so much do I? Now that really would be nuts if I was intending to do such a thing, and quite frankly counter productive. so what I'm suggesting here; or in fact know here through trial and error, is that when developed correctly, a good fan site, whether official or in my case unofficial, will create added value to the Club and help boost the fan base. Very often I notice that members or followers of the unofficial site are not found on the official site as they were picked up elsewhere. So it's important for me to advertise the official sites by way of posting many items of news as much as I possibly can in order to grow the numbers. This gives the fan greater access to different news items, and more importantly familiarises people with the club more. Two and a half years ago, I would wager that 99% of Derby County men's fans had never heard of any of the women players. That's certainly not the case any longer. Many of the players are indeed becoming familiar names throughout the Derby County world on social media. The more that DCLFC appear on the many social media sites, the more the regional media also pick-up on it, and you end up seeing far more coverage than you ever did before. Everything plays it's part, and fan sites most certainly play a big part, as they make the fans feel closer to the Club. They have far more choice of interaction just as in the men's game where many fans join many different sites when following their club. So it follows that they will feel a closer part of the Club. Women's clubs have for many years had the interactive part of their fan base as being relatives, players or players friends mostly. That's rapidly changing, and rightly so I would argue. There is always that subtle distance maintained between hero, legend, and fan in any walk of life, whether it be actors, singers or sporting heroes. The women's game is beginning to feel that same thing now at all levels, and it can only be healthy for the sport.
You may not agree with much of what I say here. I really don't expect you to at all. After all it's human nature to want to form your own opinion. I do though hope that in some way this article gives you food for thought, and in some way stimulates ideas of your own about how best to grow the game. One thing's for sure though. Women's football is here to stay, and long may it do so. No matter how hard people attempt to catapult the chosen few to the top via non footballing means, in order to shadow the men's English Premier league, the game will eventually develop its very own identity, and become highly complementary to the men's game rather than a substitute for it. I understand the necessity of change, and how initially cruel change can appear or even be. I also foresee a time when women's matches will be attracting gates of 10,000 plus week in week out. It's highly, and I really do mean highly addictive stuff, and anyone who tells you any differently once you've got the taste is having a grin!