Lionesses Leading the Way: How Women’s Football is Boosting Pub Footfall
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Lionesses Leading the Way: How Women’s Football is Boosting Pub Footfall

The roar of the crowd, the clink of pint glasses, and the undeniable buzz of a game day atmosphere, and no, we’re not just talking about the men’s game. Women’s football has well and truly taken its seat at the bar, and it's bringing a growing wave of supporters with it. For pubs up and down the country, this isn’t just about football; it’s a golden opportunity to engage new customers and boost footfall in meaningful ways.

The Rise of the Lionesses

Since their triumphant Euro 2022 win and powerful 2023 World Cup final run, the England Lionesses have become household names. But the ripple effect of their success is being felt far beyond the pitch. Recent data shows that 55% of UK adults have watched women’s football in the last year. Even more encouraging for publicans? 32% of those fans say they’re more likely to go to a pub to watch the match.

That number rises to 57% among women, who now feel more inclined to head to their local and get involved in the action. It’s not just a movement, it’s a momentum shift.

We’re seeing the Lionesses reshape not only the narrative around women in sport, but also how audiences consume that sport, collectively, communally, and increasingly, in a pub setting. These fans want more than a seat on the sofa. They want community, excitement, and somewhere they can cheer alongside others who share their passion.

Beyond that, the opportunity to create family-friendly match-day atmospheres means pubs can increase their value to the local community. Kids' menus, alcohol-free zones, activity packs, and earlier kick-off times open the door to new, loyal customers who want somewhere welcoming for the whole family.

The Untapped Potential

Despite the growing demand, a gap remains to be closed. 19% of customers say their local pub never shows women’s football. Only 1% said their pub frequently screens it. That’s a staggering number of missed pints, missed moments, and missed connections.

Many venues still underestimate the commercial potential of showing women’s games. Whether it’s down to tradition, perceived demand, or lack of awareness, that reluctance is costing revenue. The good news? The pubs that step into this space now can build a first-mover advantage, becoming known as the go-to venue for Lionesses fixtures.

Publicans have long understood the value of being known for “putting the game on.” Why not extend that reputation to cover all the football fans, not just the ones shouting about the Premier League?

Safety and Community

Another important point: 51% of women avoid evening matches due to safety concerns. That means creating safe, inclusive spaces is no longer optional – it’s essential.

Pubs that go the extra mile to ensure everyone feels welcome and protected are not only doing the right thing ethically, they’re futureproofing their businesses. That could mean:

  • Better lighting in outdoor spaces

  • Clearly displayed safe-space messaging

  • Training staff to handle inappropriate behaviour

  • A zero-tolerance approach to harassment

  • More visible female staff or security on duty

These small actions go a long way in helping women feel confident attending matches at pubs, especially during darker evenings or solo visits.

A Game Plan for Publicans

So, how can publicans make the most of this trend? Here are a few tried-and-tested tactics:

  • Shout about your screenings: Use your social media, email campaigns and posters to let people know you’re showing Lionesses games. Consider countdown posts or themed giveaways to build excitement in the lead-up.

  • Collaborate with local sports teams: Partnering with women’s or youth football clubs creates built-in audiences and local champions who will spread the word.

  • Run themed promotions: Think discount pints when the Lionesses score, or 2-for-1 cocktails during the first half. Limited-time drink menus and themed snacks can tie into national excitement.

  • Make it family-friendly: Add colouring sheets for kids, non-alcoholic options for drivers, and offer smaller plate options. Promote earlier kick-off times for daytime family viewing.

  • Build community loyalty: Set up a dedicated WhatsApp or Facebook group for regulars who love the women’s game. Run fantasy league-style competitions or offer free merch for attendees.

Looking Ahead

The women’s game isn’t a fleeting trend, it’s becoming part of the cultural fabric of sport in the UK. Pubs that embrace this early are setting themselves up not just for increased match-day trade, but for a more inclusive and community-driven business model.

This shift also opens up new sponsorship opportunities. Local businesses looking to align with women’s sport might be more willing to sponsor events or partner with pubs that demonstrate visible support for the game.

In short? The Lionesses aren’t just inspiring the next generation of players, they’re helping to revitalise the Great British pub.

So next time the Lionesses are on the big screen, make sure your pub is ready. Because this is more than football, it’s a movement. And it's calling last orders on outdated expectations.

References:

  1. KAM Media x MatchPint Women’s Football Report 2023: https://kam-media.co.uk/kam-matchpint-womens-football-report/

  2. Sky Sports / YouGov data on rising engagement with women’s football: https://www.skysports.com/football/news/11095/12941713/yougov-survey-womens-football-audience-growth

  3. Women’s Sport Trust Viewership Insights 2023: https://www.womenssporttrust.com

  4. UK Pub Market Report 2024 (Statista & CGA): https://www.cga.co.uk

  5. UEFA Women's Euro Legacy Impact Report: https://www.uefa.com/womenseuro/news/0277-1587e1ef62f0-176f38c30548-1000--women-s-euro-2022-legacy-report/