Women’s Euro 2022 showed how to attract a disengaged younger audience

Affordable ticket prices are key to giving football fans the live experience which can develop into a lifelong commitment

INSPIRATION: England's Chloe Kelly walks out with the match ball before the Sky Bet Championship match at Loftus Road. Photo: Rhianna Chadwick/PA Wire.

Football is bending over backwards to prove its relevance. From 60-minute matches to sin bins and throw-ins taken with feet, Fifa, the game’s governing body, is exploring every option in a bid to attract a newer, younger audience.

These ideas are not new. Real Madrid’s president, Florentino Pérez, used the claim of a growing army of disinterested youth to justify the case for the European Super League. The 75-year-old said on the Spanish TV show El Chiringuito that 40% of fans aged between 16 and 24 are not interested in football. “Why? Because there are a lot of low-quality games and they have other entertainment platforms,” he said. “It’s a reality. They say the games are too long. We have to change something if we want football to stay alive. Sometimes we don’t understand our children or grandchildren.”