A new study involving Bournemouth University has revealed that fans of professional women’s football are being routinely let down by a marketplace that is failing to meet their expectations and needs.
Despite the sport’s surging popularity, merchandise remains limited in availability, size, and style, creating a significant gap between demand and supply.
Published in the Sport Management Review journal, the study explores both the availability and symbolic importance of fan merchandise in women’s football. Drawing on fan surveys and market analysis across Australia, England, and the USA, the research highlights systemic issues that limit supporters’ ability to demonstrate their loyalty, identity, and support through merchandise.
Dr Katie Sveinson, from the University of Massachusetts and lead author of the study, commented: “Our findings show a clear and urgent need for the football industry to listen to its supporters. Fans don’t just want to wear the badge; they want to be part of the growth and future of the women’s game. Merchandise is a crucial way for them to do that – financially, culturally, and socially.”
The study found that while the demand for high-quality clothing exists, fans are being offered low-quality, overly feminised products such as V-neck t-shirts and limited options in sizing. Meanwhile, authentic items like replica jerseys were often overpriced or unavailable.
Dr Beth Clarkson, visiting Lecturer at the University of Portsmouth, added: “Merchandise is more than just fabric. It’s about belonging, advocacy, and visibility. When fans can’t buy or wear items that reflect their values or identities, the industry sends a message that their support isn’t fully valued.”
Dr Keith Parry, Head of Sport and Event Management at Bournemouth University, said “Among the many frustrations fans shared with us were limited product availability, inconsistent sizing, and design choices that often reinforce outdated gender norms. Many fans described themselves as being part of a ‘secret club’, unable to visibly show support for the women’s teams they follow.”
Despite these challenges, fans remained eager to invest in their teams – not only as consumers but also as advocates and financial supporters. Many fans described their purchases as deliberate acts of support, signalling to clubs and leagues that women’s football deserves more serious commercial investment.
The report calls on football clubs, associations, manufacturers, and governing bodies to address this merchandise mismatch and treat women’s football consumers as a serious market. Key recommendations include:
- Expanding product ranges to include more replica kits, diverse sizes, and gender-neutral designs.
- Involving fans in the design processes to ensure products reflect authentic supporter needs.
- Treating merchandise as a tool to grow fan engagement and community identity.
Dr Parry, who is also leading a wider study into the experience of fans of women’s football at Bournemouth University, concluded “Fan merchandise is a powerful cultural and financial driver in women’s football so clubs are missing a vital opportunity to harness fan energy and promote long-term growth.”
