KATHRYN BATTE: Women’s Super League clubs MUST host more games in the stadia of their men’s teams this season if they are to capitalise on the success of the World Cup

England’s success at this summer’s World Cup gives Super League women’s clubs more opportunities to grow and reach new audiences.

More fans than ever before watched matches following the Lionesses’ Euro 2022 victory last season, but it is important that interest in the game extends beyond the top four clubs – Chelsea, Arsenal, Manchester United and Manchester City, who majority of England players have .

On the field, the WSL is becoming more competitive every year, but there are still significant gaps beyond that.

Arsenal’s average matchday attendance of 16,976 was the highest of any WSL club last season and excluding their Champions League fixtures – with their semi-final against Wolfsburg drawing a record attendance of 60,063.

The club hosted multiple matches at the Emirates and their impressive marketing strategy saw them break their attendance record twice. They were helped in part by two key members of the European Championship squad – Beth Mead and Leah Williamson – but their willingness to play as many games as possible at the Emirates and promotion for those games was crucial.

But there is still work to be done to convert the country’s love for the lionesses into more WSL visitors

The Gunners’ attendances for their non-Emirates matches, at Boreham Wood’s Meadow Park, were still high, demonstrating the value of attracting new interest to the team through matches in large stadiums.

Chelsea are following Arsenal’s lead in setting up their own women’s marketing team this season, with the Blues set to host four league matches at Stamford Bridge.

A government-commissioned study into the future of women’s play, chaired by former England international Karen Carney, called on all WSL and Championship clubs to have dedicated marketing resources in place and to focus on increasing the number of matches in the main stadiums.

But West Ham didn’t play a single game at the London Stadium last season, which felt like a missed opportunity.

The Hammers play their home games at Chigwell Stadium, home to Dagenham and Redbridge, which can seat around 6,000 fans. Their average attendance of 1,563 for the 2022–23 season was only marginally higher than their figure of 1,472 from the previous campaign.

West Ham may not have an England international in their ranks, but they do have Australian goalkeeper Mackenzie Arnold, who was one of their best players in the World Cup and someone they could hone in terms of promotion games.

Arsenal’s record attendance for Champions League clash Wolfsburg demonstrates their hunger for club football

Conversely, West Ham did not play a single game at the London Stadium last season

It is undeniably more difficult to market a match played at a non-league or League 2 ground than it is to sell matches at Premier League stadiums. Most regular home bases for WSL clubs are remote and less accessible by public transportation. Manchester United play at Leigh Sports Village, while Arsenal’s main stadium is Boreham Wood’s Meadow Park.

But the flip side is that Leicester played all their games at the King Power and still averaged just 2,920 spectators last season.

Clubs that don’t have English stars or big players from abroad have to think of other ways to attract fans. This also includes improving the match day experience. Carney’s review also recommended that clubs appoint supporter contacts to ensure that fans’ views and opinions are heard.

But it is clear that promotion is also key. The fact that no WSL club had posted on social media at 9am on Monday morning about their opening day or how to buy season tickets showed a lack of foresight, although Liverpool did announce later that day that their Merseyside Derby clash with Everton will be rescheduled are staged at Anfield.

Liverpool’s announcement that the Merseyside derby will once again take place at Anfield this season is a positive sign

But Reading, returning to a part-time team after WSL relegation, shows just how flimsy finances can be

Teams can’t rest on their laurels after watching millions of people tune in for the World Cup and hope fans magically show up at their doorstep.

A more competitive WSL means better ratings and clubs like Aston Villa have shown that investment and a successful transfer strategy will help close the gap on the top four. Villa finished 5th last season, taking points from Manchester City and Arsenal. They set a precedent for other mid-table clubs to follow.

If there is no investment, clubs will be left behind. Relegation from the WSL is now a prospect with dire consequences. Just days after Reading were relegated to the Championship, the club announced they were going part-time.

The reality is that the WSL needs England, but England also needs the WSL. A more competitive league that can attract and keep the best players will make for more enjoyable matches and will lead to a stronger national team in the long run.