In the first phase of the project, 46 in-depth interviews were carried out with various WF stakeholders in Ireland. The interviews broadly sought to understand the main factors shaping contemporary WF in Ireland and to identify the most common challenges experienced by WF fans there. The findings revealed the following themes about Irish WF:
1. A Gendered Product
There is a noticeable lack of information and media coverage. This is compounded by the sport’s lower commercial appeal. Additionally, the match schedules for WF are often less favourable than men’s schedules. These issues are deeply intertwined with gender perceptions and underscore the need for a concerted effort to address gender equity in Irish football, particularly at club level.
2. A Gendered Space
The study found gender-based disparities in various football environments in Ireland, including stadiums and other facilities, at clubs, and in schools, wherein a significant gap exists in support and resources between girls' and boys' football programmes. Online, including in forums and social media, these inequalities persist, with female players, fans, and journalists experiencing different levels of support and sometimes hostility.
3. A Gendered Fandom
The findings highlighted a gendered fan culture with unique origins and potential development. Unlike men's football where peer camaraderie is common, WF fandom typically starts within families, highlighting the role of parents in fostering a love for the sport among the younger generation. However, there's a divide in fans' expectations for the future of this fandom.
4. Gendered Relationships
The findings revealed significant disparities in how female players are treated compared to males, including issues like unequal pay and poorer facilities. Fans and stakeholders often see supporting WF as part of a broader push for equality, sometimes leading to less critical reactions to poor performances. However, WF also faces detractors who question its legitimacy and engage in abusive behaviour, especially online.
In the second phase, which structured to investigate the current state of fan engagement practices in WF , I expanded my ethnographic observations and enhanced my understanding of fan engagement through a series of field observation at stadiums.
A thematic analysis of my ethnographic observation field notes and interviews with fan engagement experts revealed the following themes. These themes are crucial for fan engagement in WF games:
1. Digital Communication
In summary, it includes providing information on players and their profiles on the website, game day details, instructions on how to purchase tickets, ticket categories and pricing, information on how fans can submit their questions and how these will be addressed by the club, guidance on travelling to the stadium, and many more details.
2. Stadium Experience
In summary, it includes pre-match entertainment, fan zones, kids’ activities, live music, mascot, etc., all contribute to extend the match day experience and to offer more value, so the more they are promoted as integral to the match day, the more likely new fans and families will turn up early to enjoy them.
3. Social Media and Online Presence
In summary, the utilisation of social media must go beyond just sharing information and broadcasting, as previously outlined, to become a proactive tool for engagement.
4. People
Clubs demonstrating exceptional fan engagement clearly exhibit a management philosophy centred on fan-centricity. Valuing their fans is fundamental to their approach, evident in their strategies, plans, and recruitment processes.
The final phase was structured to accomplish the third objective of the project. The primary focus was to apply the insights gathered from the first and second phases. The final framework included the following seven blocks, based on which a fan engagement strategy can be designed:
Fan Research and Insights.
Engagement Strategies.
Community and Grassroots Programmes.
Media and Content Creation.
Partnerships and Sponsorships.
Monitoring and Evaluation.
Player and Fan Interaction.
