Abstract
Consumption and opinions on women’s football from football fans in Africa
Khatija Bahdur and Dumbu Buhlebethu
The Federation Internationale de Football Association (FIFA) and various goverents are putting national sporting bodies are under pressure to advance the women’s game and provide more opportunities for women in other roles within football. While women’s football is a growing entity of the world’s most popular sport, the corporate relationships, media attention and allocated resources lag behind that of the men’s game. Lack of interest and fan support is often used to justify these differences. Currently, limited research provides the views of football fans regarding women’s football. The aim of this study was to provide insight into the consumption and option football fans have on women’s football. African-based, football fans were requested to complete an online questionnaire which compared support, consumption of men’s and women’s and perception’s teams. A total of 180 (33.9% female, 66.1% male) completed questionnaires were analysed. Media coverage (79.4%) and access to televised matches (83%) were the greatest factors that informed fan opinion and support. Relating to players (59%) is more impactful than the physical appearance of players (40%) for fans. In the day and age of instant gratification, teams should also capitalise on positive results, with 58% of fans saying results are likely to drive their support. The importance of equality was highlighted, with most fans agreeing that male and female players should be treated the same (71%), that resources should be the same (64%), pay should be equal (56%), and that media should balance their coverage between the male and female game (63%). The study highlights the potential for growth and revenue generation possibilities that exist in a largely untapped market of African football fans. If women’s football is granted the same opportunity and platforms as the male game, the consumer value of the sport is likely to increase.
