Women’s football in England continues to innovate to provide a unique experience for its fans. This month, four clubs from the Women’s Championship—Birmingham City, Bristol City, Newcastle United, and Southampton—will implement a pilot program allowing spectators to consume alcohol in the stands during league matches. This trial, running until the end of the season, marks a significant shift in traditional regulations, aiming to make attending women’s football matches more appealing.

The initiative comes at a time when women’s football is looking to expand its fan base and strengthen its identity. Unlike the major men’s leagues in England, which are subject to the Sporting Events Act of 1985, women’s football is not restricted by this legislation, allowing greater flexibility for such experiments. If successful, the measure could be extended to the Women’s Super League and the rest of the Women’s Championship.

FAN SAFETY AND EXPERIENCE

The four clubs selected for this trial were chosen based on geographic and logistical factors. Two of them, Bristol City and Newcastle United, share stadiums with rugby teams (Bristol Bears and Newcastle Falcons, respectively), where consuming alcohol in the stands is already a common practice. In contrast, the other two clubs do not have this tradition, which will allow for the comparison of different scenarios and the collection of more comprehensive data.

The initiative reflects the league’s interest in improving the fan experience, based on the idea that the demographic profile of those attending women’s matches could allow for more controlled and safer alcohol consumption. In fact, according to British government data, no arrests related to women’s football matches were reported during the 2023-24 season, reinforcing the perception of a friendlier environment. This trial, managed by Women’s Professional Leagues Limited (WPLL), could be the first step toward a significant change in how women’s football is experienced in England.