Fifa World Cup had amazing stadiums, 2035 UK edition must too

The Fifa World Cup is coming to an end and it has taught us that stadiums are crucial to a good bid, Maria Knutsson-Hall writes. With nearly 40 days of men’s Fifa World Cup fever coming to an end, it is worth taking a moment to consider the health of the Women’s game at this point in time. There is no doubt that women’s football in England has experienced a boom in recent years. Interest in watching, from the elite in the WSL to the lower leagues, has surged, particularly among younger women and family groups. Crowd numbers soared in the wake of the England Lionesses’ Euros win in 2022, with the average WSL attendance rising 180 per cent the following season. This boom has coincided with, and no doubt fuelled, another positive development in an increase in grassroots participation. According to a recent report by England Football, around 2.6m girls now have equal access to football in PE sessions at school, up almost a third on five years ago. But while coverage and awareness of women’s professional football is still growing, stadium attendances have recently shown signs of flatlining. If the women’s game is to maintain momentum in terms of its following, stadia need to consider how they cater to the requirements of a fanbase that is distinct from the men’s game, both in its demographic makeup and its expectations of the matchday experience, and also the experience of players themselves. World Cup demands With the UK now all but confirmed as the host for the 2035 Fifa Women’s World Cup as the only bidder, what better carrot is there to capitalise on what has the potential to be a watershed moment for investment in women’s football infrastructure? As the CEOs of the FA, Irish FA, Scottish FA and FA of Wales have all said: “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.” Although one or two are yet to be built, the 22 stadiums earmarked to host the games in nine years’ time have already been named. All will be more than capable of creating the fan experience and lasting memories that every World Cup aspires to, but what part will they play in between and for the growth of women’s football? Arguably little, so that’s why Brighton and Hove Albion’s announcement earlier this year that they are to build Europe’s first purpose-built women’s football stadium is perhaps equally important as the World Cup bid’s success. As Brighton’s CEO Paul Barber has said that “infrastructure is going to change this game”. Now is the time to reflect on how the football grounds of tomorrow can cater for the needs and aspirations of female fans and players. This will require a robust exercise in engagement by those both running the game and charged with designing stadia. As an experienced player in the latter camp but one always seeking to work on our game and better understand the fans we design for, Populous commissioned YouGov to survey 2,000 fans (female and male) about their Women’s football stadium experiences and expectations, half of whom already attended matches with varying degrees of frequency. Led by data This research showed that what women want is not overly complex, it’s just different from men. Both existing and potential female fans prioritised the idea of a welcoming, family-friendly environment, seeking enjoyment in the social experience as much as the match itself. Female football fans see their attendance as part of a day out, with the overwhelming majority of those surveyed saying they would choose comfort over being ‘close to the action’. What does this mean in practice? Well, family-friendly seating with sightlines designed not just for men. Fan and entertainment zones for children, healthier eating options, and the end to the mile-long queue for the toilets. So, not an excessive list of demands, just different from men who, according to the survey, prioritise food and team performance on matchdays over community and comfort. The good news for football club owners is that irrespective of gender, fans want atmosphere which for the majority of teams in the WSL means a capacity sweet spot around the 10,000 mark , with the option to move to a bigger ground for high profile Champions League games. World Cup reality So again, as Brighton has shown, there is no need to go budget-breaking big to deliver a stadium that creates the magical connection between spectators and the event. Aside from Brighton, we’ve seen teams such as Chelsea announce that all their WSL games will be held at Stamford Bridge next year and Goodison Park being retained and repurposed as the permanent home of the Everton Women team. Owners of these clubs understand that if you increase opportunities for fan engagement and the quality of facilities, the performance will be enhanced on and off the pitch. These are exciting developments for the Women’s game and with 2035 on the horizon we have an ideal, perhaps once-in-a-lifetime, opportunity to make a series of feasible interventions that will act as catalysts for better infrastructure and better facilities, creating a long lasting Women’s World Cup legacy for generations of female football fans to come. We must grab it with both hands. Maria Knutsson-Hall is a Senior Principal at architectural design firm Populous