Photo by James Kirkup on Unsplash
UK sports attendances have risen by almost 30% in the last decade according to new research that shows women’s football is now the fifth most-attended spectator sport.
Total attendance at professional sports events is set to hit 77.7 million in 2024 – a rise of 27% over the past decade.
According to data collated by Two Circles, football accounts for 55 million, or 71% of the total. In 2024, Premier League crowds alone are set to surpass 14.8m, consistently selling out stadia with occupancy rates hitting 97%.
Horse racing is the second most popular spectator sport, with 6% of the total, followed by rugby union, cricket and rugby league.
Two Circles claims that women’s football has now risen above rugby league to become the fifth most attended sports category, attracting 2.1 million spectators this year. This compares to 0.9 million as recently as 2022.
The surge in women’s football is being felt across Europe as well, according to Two Circles. Recent figures show average attendances in the top leagues in Germany, England, France and Spain rose by 24% during the 2023-24 season.
According to the survey, attendance increases were not limited to football, with sports such as netball, darts, swimming, snooker and ice hockey also seeing significant growth.
Consumer spending
The growth in sports attendance comes despite some areas of the discretionary leisure sector feeling the pinch, as consumers cut back on non-essential goods. In 2024, 67% of consumers report spending less on dining out, and box office revenues have dropped by 20% compared to pre-pandemic levels in 2019.
Gareth Balch, chief executive and co-founder at Two Circles, said: “What we’re seeing from attendances in 2024 is clear, nothing beats the live experience. This is true for sports as it is for music, and so it is little wonder that the likes of Oasis are seeing the value in returning to the big stage.
“In sports, there continues to be challenges for the squeezed middle, but these numbers demonstrate that there is an enthusiastic community of passionate sports fans ready to embrace those willing to innovate. Balance will be crucial in the coming years, building pricing strategies that maintain accessibility while maximising revenues, enabling brilliantly engaging live experiences.”
Share this