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This weekend will see WSL Football’s Fan Choice pilot — which allows the supporters the opportunity to consume alcohol in the stands — surpass 100 matches since the start of the 2025/26 season.
The recent survey shows that WSL supporters have responded with extremely high levels of satisfaction to the option to consume alcohol during games. In addition, there have been no alcohol-related incidents or ejections reported since its introduction.
Across the almost century of games, supporter feedback has been overwhelmingly positive, with fans rating their feeling of safety around drinking fans at 9.4 out of 10. Similarly, support for the scheme has increased significantly among those who have attended Fan Choice fixtures, with figures rising from 58 percent in last summer’s survey to 70 percent. Opposition to alcohol has also fallen from 18 percent to 11 percent.
Crucially, the introduction of alcohol at select stadiums has not tarnished the family-friendly atmosphere at women’s matches. Match-going fans continue to rate women’s football as a welcoming environment, with a score of 9.1 out of 10. Clubs have also implemented alcohol-free areas, ensuring opposing supporters maintain comfort.
Fan Choice expansion
Due to the success of the initiative, an expansion is imminent. Tottenham Hotspur, Leicester City and Nottingham Forest will now offer alcohol for the remainder of the season. This brings participation to 18 clubs and 26 stadiums across both the WSL and WSL 2. This includes major venues such as the Emirates, Etihad and Anfield.
The expansion will also include showcase events such as major finals, with the Subway Women’s League Cup final participating. Fans at Ashton Gate will have the opportunity to purchase alcohol as Chelsea take on Manchester United.
Stark comparison to men’s football
The pilot’s success stands in sharp contrast to the men’s professional game in England, which prohibits alcohol consumption in the stands.
BIRMINGHAM, ENGLAND – MAY 04: Drinking in the stadium during the Barclays Women’s Championship match between Birmingham City and London City Lionesses at St Andrews at Knighthead Park on May 04, 2025 in Birmingham, England. (Photo by Matt Lewis – The FA/The FA via Getty Images)
Parliament introduced the Sporting Events Act (1985) in response to the persistent disorder and alcohol-fuelled hooliganism that characterised men’s football during the 1970s and 1980s. Even today, alcohol remains a prominent issue in men’s matches, particularly around high profile fixtures.
While the men’s game continues to struggle with alcohol-related incidents, WSL Football is demonstrating different results. It appears that crowd culture, supporter demographics alongside matchday behaviour may be as important as the alcohol itself.
‘We are not scared to test and learn’
Speaking on the success of the pilot, Head on Infrastructure, Safety and Sustainability for WSL Football, Hannah Buckley, said: “As a league, when it comes to having a different approach to the norm, we are not scared to test and learn, and the pilot so far has shown the value in doing that.
“Fan Choice has also seen some fantastic innovation from our clubs, and we’re thrilled that three more have joined for the second half of the campaign.”
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