By Kieran Yap 29/4/24
Above: a packed crowd for The Newcastle Jets. Photo Newcastle Jets
Following record crowds and growing momentum, Impetus Football spoke to new fans of the A-League women to learn their experiences of their first season.
The 2023/24 A-League Women season has been a huge success in terms of attendance. Hopes were high before the 2023 FIFA Women’s World Cup, but those who had been around football for years were cautious with their optimism.
False dawns and broken promises litter the history of the game. the 2015 Men’s Asian Cup was not built upon, and the momentum created by the Socceroo’s in 2022 was wasted in a way nobody could predict.
However, the Women’s World Cup provided an opportunity to reboot the women’s domestic league in Australia. The A-League Women has seen record crowds across the competition with the standalone crowd record set twice this season. At the end of Round 22, The A-League Women was the most attended season of any women’s sport in Australian history.
The World Cup was not the only factor. Decisions were made that helped achieve this. The season was extended to be a full home and away length, double headers were largely jettisoned in favor of stand-alone games, and clubs developed their own strategies to market the women’s game (to mixed results.)
Casual, returning and die-hard fans were joined by thousands of newcomers to the sport. The World Cup may have piqued interest, but getting people through the gate is one thing, making them want to return is another entirely, and this season the league achieved that.
Impetus Football spoke to numerous fans of the A-League Women from across the country. What made them try the league? Why were there experiences, and what kept them coming back if they did?
“There was no excuse not to get behind Perth Glory Women this season.”
The World Cup definitely had an impact. For Adrian Geremia of Melbourne, the tournament re-lit a spark for live football.
“I think it actually got me wanting to go to more games from both sides in general,” he said
“I had only been to probably been to only like two games in my lifetime before the WWC.
“The first ALW game I went to (this season) was Melbourne Victory vs Wellington Phoenix in early March.
“I had been wanting to go for so long, but I used to play futsal each Sunday afternoon and that would always be when the Victory games were on. I’ve been watching the womens game for about 4-5 years now, but I didn’t pay a lot of attention to the ALW till around 21/22 which was when I got back into the A-League in general.”
Jordan Klingsporn from Perth was similarly buoyed by the World Cup. Western Australia did not receive a Matildas game, but the enthusiasm of 2023 has carried into this season.
“I attended four of the five games in Perth at the Women’s World Cup and the quality and atmosphere far exceeded my expectations. After witnessing the Matildas run to the semi-finals, there was no excuse not to get behind Perth Glory Women this season.
“The First match I attended was the first Perth Glory home game against Western United at Macedonia Park. It was at a time of the year with no sport really on, and was at one of my favourite venues
“Glory getting the win 2-0 obviously helped, but the quality in football had improved greatly since when i last took interest in the W-League around five or siz years ago. And as a long time supporter of Perth Glory, it felt like my duty to get behind them”
Bella M had one of the best introductions to women’s football imaginable, the historic and heart-stopping epic Quarter Final between Australia and France.
For many this was the game that took hold of the nation. Where fans left their seats at the AFL to watch on tiny screens, and others watched in-flight while in transit.
“I watched the France game as my first women’s football game ever. I was immediately invested and by the time the England game happened, obsessed and swept up in the fervour of community elation.
“Post world-cup, I started watching the WSL to keep watching the players I knew, and then after a few weeks, looked into the a-league as well, but was confused as to how to watch it at first especially as I didn’t have an emotional tie to any team in particular.”
For Bella, that emotional tie would grow, but she would also join the thousands that signed up to play the game as well as watch it. As a new fan, she points out some things that the league could do better that many of us take for granted.
“The first game I went to for the A-League’s was the Sydney FC v Western United Pride round. at Leichhardt Oval.
“I joined a soccer club beginning of the year, to find some friends who would share the same new interest as mine as well as play.
“I joined the Flying Bats, an LGBTQ+ team, and there were some tickets that were available for free, I took my friend along with me for my first game.
“I had an amazing time, and the vibe was beautiful, and seeing Courtnee Vine in person slam in a magnificent goal was the clincher to get me emotionally invested in Sydney FC.
“Watching the young Matilda’s also helped me to get into the A-leagues, as I then could recognize more players like Lara Gooch and Peta Trimis, which also didn’t help me choose between if I was going to go for Central Coast where I grew up or Sydney where I am now!”
As a new fan, she points out some things that the league could do better to communicate to fans. She is not alone. In a season where the APL changed the finals format and elevated “Matches Won” over Goal difference for determining the table, this is a common issue in Australian football.
The unique make up of our league with a premiership and championship among the same clubs can also leave some newcomers Googling for clarity.
“I would like to have a bit more understanding about the way the league season worked,” she said.
“I was quite confused as to what the premiership plate and quarter finals were about as a newbie to the league.
“I couldn’t work out what it meant, I listen to Far Post pod to also learn more about A-Leagues but that felt like too simple a question to ask.
“Even after attending the Semi finals in Gosford for Mariners versus Sydney, I don’t understand why there’s two legs… if Sydney won this week but CCM wins at the second leg, who goes through?
“A break down available somewhere on the like a league site would help, and I wasn’t clear because looking at last league results, I think this was one of the first dub leagues with the extra games? Still unsure there.
In the stands, many described a different feel at women’s games to men’s. For longer term fans the early season appearances of thousands of Matildas jerseys at a league game could feel jarring or at least surprising. Although that appeared to taper off, the large amounts of newcomers to the sport and fans extending their support from the men’s league has meant that not everybody is on the same wavelength in the crowd.
It is a pitfall of rapid growth, and the teething problems may continue for a little while as casual fans get used to active support, drums and the long existing culture. But while there have been instances where fans have been asked to simmer down or move drums, having a huge influx of new people is a good problem to have even as clubs take time to adjust.
While the family friendly reputation of women’s football has obvious benefits, the league walks a fine line between this and making it a day for kids who have boundless enthusiasm at the expense of the adults with time and money to commit.
Matildas mania has not died down, but the downside to that is that some fans are eager to get a memento. Requests for shirt, socks or even offers of food across the fence have been more common than they should be.
However, homemade signs of support have also been plentiful as they were through the tournament and the good vibes have largely continued.
As Adrian points out, the players have been gracious with their time even as demand exceeds what is easily possible.
“… I love how much time the women’s players have for the fans, players like Alex Chidiac, Emma Checker, Beattie Goad, Kayla Morrison & Courtney Newbon would stay till the very end until we were asked to leave…a lot of the players would hang around till the end.
“I’ve always seen the women’s game as a bit more enjoyable…and I think I still see it that way.
“I went to the semi-final against the Mariners and despite the loss they hung around for the fans until the end and still seemed cheery.”
For Sydney’s Olivia P, the season could not start soon enough.
“I was on board as soon as the season started because I really wanted to get involved in the football atmosphere in Australia post world cup,”
“My first A-league men’s game was the Sydney derby in early march,”
“The atmosphere was so incredibly different, it definitely felt like more fans cared about the mens game more than the women’s because almost 90% of the crowd only showed up in time for the men’s derby to start.
“The rivalry in the men’s game is a lot more intense too, with all the banners and the amount of beer drinks being thrown on people. It was definitely a surreal experience but I enjoyed it
“The atmosphere surrounding the women’s game was definitely noticeable, the players would positively feed off the crowd and made the game enjoyable. Off the field, it felt like fans continued to carry that same atmosphere and it’s really nice to be around
“I personally really like double headers, most of my friends only want to watch the women play but I want to support the men’s and women’s team at my club.
Tickets are definitely more on the pricier side if you’re wanting good seats, which I can understand to an extent. Being able to go to the double headers gives an opportunity to experience both teams playing, and it also makes it easier to drag my dad along who mainly watches the men play.”
While Matilda’s playing in the league may have drawn in new people, they returned for the football and quickly became fans of the other brilliant talents across the competition.
“My team’s form was pretty consistent throughout the season, but I can definitely understand why some people may be disheartened if their team isn’t in great form at the moment.
“[It’s] been pretty rocky since the last few matches of the regular season and it can be disappointing but ultimately I love this team and will continue to support them no matter what happens or how they play
“I’m definitely intending to come next season, I’m looking at buying an A-League Women’s membership for Sydney FC and wanting to go to as many games as possible. I’m really excited for next season because I’ve found friends who are keen to go to games, which is something that I struggled with when the season began”
Jordan found Peth to be an equally enjoyable experience despite the side not delivering on early season promise.
“The on-field football from Perth Glory in the first seven or eight rounds of the season was some of the best I’d seen, and the experience of watching a game at Macedonia Park at night after a sunny Perth day is something i can’t recommend enough.
“Perth Glory dropped off in form in the second half of the season, but the off-field experience stayed pretty much the same. What did you enjoy about the season as a fan,
“I’d like to see more family emphasis at games particularly in Perth. There’s not many sports left where a family can afford a day out there, plus more food trucks and vans, as they were always great at games there.
“On-field, if we can keep the same form all throughout the season we could be damaging
New Home, New Team
After moving to Australia from England, long term FAWSL follower Emma M was excited to discover the football culture in Australia.
England’s top league had grown in stature and popularity in the last decade and the 2023 World Cup showed her that she could find something similar at her new home.
“The World Cup put Australia on the map for me as a football nation. I had no idea there was such an audience or passion for football here until I saw it at the games I went to in Brisbane & Sydney. So of course when I moved here, the World Cup was an important part of helping me find my A- League crowd.
Like any proper football person ™ Emma found enjoyment in a 0-0 draw between Melbourne City and Sydney FC, but says that she found Victory more suited to her.
“It was an exciting draw, but I went on to watch Melbourne Victory games and found them a more loveable team.
“The overall feel of the fans and the atmosphere felt more connected
“I’ve been to several men’s games. I think the main difference is that the ‘ultras’ both make and break an atmosphere. In some sense it’s great to hear all the constant chants and songs, seeing lots of fans deliberately stood together but it also gives a sort of us and them feel to being a new, casual fan.”
Emma noted that the atmosphere at the Victory women’s games has been noticeably quieter. Mainstream media exposure and A-League channels have focussed current or former Matildas primarily, and it will take time for new fans to get to know the league players just as well, but from attendances this season that seems an issue of when and not if.
That familiarity will result in passion and atmosphere. Fans in the stands or on the hill should soon be as excited when Lia Privitelli is on the ball as when a senior Matilda is warming up, and by the end of the season there were signs of that happening.
Although she has enjoyed the on-field product, the distance to travel to some games has been difficult to overcome. It is a situation that many Australian football fans find familiar. The most suitable venues are rarely in convenient locations, while the most accessible are often too big for both women’s and men’s games.
“The quality of some games has been great and should be a huge selling point for the W a league, off-field has been questionable. Mainly the distance or difficulty of getting to games. I would love to make games a regular thing but venturing out to Bundoora or Cranbourne to support a ‘Melbourne’ club shouldn’t be that difficult.”
She says that the travel has gotten easier, but thinks that clubs need to be clearer about memberships and what they provide.
Despite the current drawbacks, Emma seems hooked. She is an A-League Women fan now.
“The Victory playoff game was the first time I’ve cancelled specific plans to be at the game compared to normal when I just happen to be free when a game is played. So you could say their form made me more keen to attend
“I’m looking forward to seeing the season from start to finish (I only moved to Australia in February after visiting for the World Cup). Now that I’ve chosen my team and know the players I’m keen to see what next season brings.”
Bella from Sydney also expressed a need for more flexible or varied membership options. Western Sydney Wanderers infamously charged their highest amount for an A-League Women membership at the start of the season. according to the club, the intent was to put a higher value on the women’s program, but it frustrated fans who’s side had only made the final once in their history.
“I’d like to buy a season membership for Sydney FC,” said Bella.
“I think I’d be able to attend more games at Leichhardt Oval, and now from joining a football club, have some friends to go see the team with.”
“I think I came in too late to this season to buy a season membership, especially as I can’t attend next week – which is also holding me back from buying a jersey, I’ll get one next season with my member credits. maybe if there was like….half season? late season passes”
This is just the start
“I’ll be there at the start of the year no matter what,” said Jordan
“Only four matches for me this year, but I’m looking to attend more.”
The new fans were largely not as put off by the prospect of double-headers as existing fans of both the men’s and women’s have been known to be. But clubs should not take that as a sign to return to their previous frequency.
According to both Emma and Jordan, they need to be used selectively and marketed properly. Encouraged by the growth that she witnessed in England, she sees no reason why standalone games could not be made into big events.
“I loved seeing the crowds grow and seeing a new perspective of women’s football having attended the WSL for nearly 10 years,” said Emma
“It’s easy to see a similar trajectory if the right sort of effort is put into the league.
“It would great if there were landmark games throughout the season played at a more accessible stadium eg AAMI. If advertised right the derby could definitely attract a decent crowd.”
“I think double headers are useful for a certain audience, but it has to be marketed correctly and not have a huge changeover time otherwise fans feel like they are wasting their day.
“Prices for food and drink should also be brought down for fans staying for both games because it becomes infeasible to afford stadium refreshments for 5+ hours in the ground.”
Perth Glory only had one double header for the season, and Jordan thinks that they should be kept to a minimum, with women’s match kept as the main attraction.
“I wouldn’t have more than one or two a season,” he said.
“I feel the atmosphere does diminish for the women’s match as it isn’t the star attraction. Games at Macedonia Park were all a better experience than the one double header Perth Glory had this season.”
As a supporter of the Melbourne Victory men’s team, Adrian wishes that both sides deserve large support whether it is as a double header or stand alone, but despite being “broken” by Casey Dumont’s heroics in the final against Central Coast, he remains excited for the next season.
“I will absolutely be there. I’ve not came back from a game regretting that I showed up so I’ll definitely keep going.”
The numbers don’t lie. A-League Women crowds are up 108% on last season. Fans have attended their first games than then come back for more, and while interest may have started with The Matildas, it has extended to the rest of the league.
Jordan K’s favourite memory involved Hana Lowry’s brilliance against Melbourne Victory, Bella follows players from across the league while still in awe of Cortney Vine’s exploits.
These new fans have found and created new communities in women’s football. They have added to what existed before the World Cup and helped provide a foundation that the league can grow from.
However, as has been pointed out, there is still the need for some fine tuning from the clubs, league and broadcaster to make sure that the games remain easily accessible.
They have arrived and have every intention of staying.
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