Fan survey upbeat about Scotland women’s team

A study by the University’s Academy of Sport shows that 86 per cent of fans see the SWNT as ‘extremely important’ for the country.

And some 79 per cent of fans surveyed say that the SWNT plays an important role in the community.

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Fans expressed an emotional attachment to the national stadium – Hampden Park – and said it is important to maximise the number of games played there.

The survey also finds that 88 per cent of SWNT supporters say that shared experiences with family and friends are just as important as winning.

Special occasions

Other key finds are that people tend to get to games early to make it more of an occasion, and that 75 per cent say the experience is inclusive and accessible.

Around one quarter of the four thousand fans who repeatedly buy tickets for Scottish Women National Team matches at Hampden completed the online survey.

Some 51 per cent of respondents were male and 53 per cent were aged 41 and above.

The survey – titled Hampden Nights – is the seventh data driven report produced by the Academy in support of Scotland’s football industry.

Great insight

It’s fantastic to have a study like this which provides great insight into what fans enjoy and want from their supporter experience. We’ve been working extremely hard on providing a memorable match day experience for fans of SWNT which has resulted in back-to-back record crowds for competitive games and hopefully a lifelong affiliation with the women’s national team. The findings also allow us to look ahead to the start of the UEFA Women’s Nations League in September with a lot of positivity as we prepare to host Belgium, the Netherlands and England at Hampden Park.

Shirley Martin

Supportive approach

Professor Grant Jarvie, who led the research team said The Scottish Football Association and the Scottish Women's Premier League have been really supportive.

It’s great to support women’s football in Scotland and help close the data gap between women and men’s football – the capability building that we can bring to the sports industry is exciting. A lot of money is spent gathering on-field data, but this study – with its off-field focus – can give the sports industry in Scotland vital insights into what fans actually want.

Professor Grant Jarvie

Report summary:  Hampden Nights: 2023 SWNT Fan Engagement Findings

Moray House School of Education and Sport

image courtesy of Scottish FA