Even Sports, the digital studio behind Aerial Fantasy, have today published a report on fan engagement within the Women’s Super League [WSL].
The report is based on a survey of 2,554 women’s football fans and behavioural data from the 2024/25 Aerial Fantasy season. The report, entitled Top of the Table demonstrates that the most engaged supporters are female, Gen Z, and began following football within the last five years. The report pushes a fan first agenda with plenty of fascinating details uncovered.
Top of the Table’s key findings
- 85% of Aerial Fantasy users identify as female, that is nearly double the former industry estimate of the gender split in women’s football audiences.
- 78% of fans say they’re watching more matches than previously, with 46% seeking to watch as many as possible – even beyond their own club.
- 62% of users report having never played a fantasy football game before, demonstrating a recently tapped into market.
Co-founder and CEO of Even Sports Dani Gonçalves extolls:
“Our report shows that the women’s football audience is not just growing; it is evolving. What we are seeing through Aerial Fantasy is a fanbase that is younger, more diverse, and more engaged than how they are typically portrayed. And when you centre the fan, and build a world for them, they show up. When we first set out to create Aerial Fantasy we had a hunch that fantasy gaming was an important part of the fandom ecosystem. That gamifying the learning curve was necessary to further support growth. Not just attracting new fans, but keeping their attention for 22 weeks of the year, season after season.
This report has proven our instincts were in the right place. Only two years into its existence, our Fantasy Managers say not only has their participation and knowledge increased, they are watching more games – even of teams they don’t support – buying more merchandise, and are able to name more players across the league. And above all, they cannot imagine their matchday without the game.
Becoming a part of football culture has shown that although fantasy is a game, when you build digital experiences for this audience, not just around them, it has a very real and lasting impact on the future of women’s sports.”
Top of the Table is available to download at https://www.evensports.co/report
