Arsenal's WSL Crowd Success: A Strategic Masterclass

Arsenal's Women's Super League (WSL) attendances have become the benchmark for women's football globally. With an average attendance of nearly 29,000 last season, more than three times that of Chelsea, the dominant force in the WSL, Arsenal has set a new standard. Starting next season, all their WSL home games will be held at the 60,704-capacity Emirates Stadium.

Key Factors Behind Arsenal's Success

1. Legacy and Loyalty: With 38 years of history, Arsenal has a core group of loyal supporters. The club capitalized on the success of the Euros, leveraging key players like Leah Williamson to attract fans.

2. Innovative Marketing: Julie Slot, Arsenal's chief commercial officer, brought her experience from horse racing to football. Techniques like tiered pricing and radio advertising have been pivotal. Early-bird, general sale, and last chance pricing strategies reward loyal supporters, while radio ads target parents planning family activities.

3. Targeted Campaigns: Arsenal identified different audience segments and tailored their digital, radio, and outdoor marketing efforts accordingly. This approach has attracted new fans, younger audiences, and more female supporters.

4. Affordable Pricing: Unlike traditional giveaways, Arsenal focuses on affordable pricing to ensure a professional and valued experience. Early bird tickets range from £13.50 to £18, making it accessible for new fans.

Data-Driven Growth

• New Fans: In 2022-23, 61% of ticket purchasers were first-time visitors to the Emirates.
• Younger Fans: 49% of purchasers in 2023-24 were under 35, up from 46% the previous year.
• Female Fans: For the first time, female purchasers outnumbered males, increasing to 57% from 48% in 2022-23.

Sustainable Growth

Arsenal's strategy focuses on sustainable growth rather than sporadic sell-outs. By holding matches at family-friendly times and leveraging traditional rivalries, like the North London derby with Tottenham, Arsenal has consistently drawn large crowds.

WSL Collaboration

Arsenal's success is not just about individual achievement. The club actively shares strategies with other WSL teams, fostering a collaborative environment aimed at growing women's football collectively.

Conclusion

Arsenal's record-breaking attendances in the WSL are a testament to their strategic planning, innovative marketing, and commitment to growing the women's game. As they move all home games to the Emirates Stadium, the Gunners are set to continue their leadership in women's football.