“This pilot places fan voice and experience at its heart. We’re proud to be working with WSL Football to build the evidence base on what works, for whom, and in what kinds of stadium environments. For our independent evaluation to be recognised by the judging panel is a testament to the amazing work of our team and we’re looking forward to working with clubs across the Barclays WSL and WSL2 for the rest of the season. There are some incredible projects and organisations nominated and we wish all of the other finalists the best of luck!”
The winners will be announced at the Football Business Awards ceremony in London on 15 May.
Supporting innovation in the women’s game
The Fan Choice: Alcohol in the Bowl pilot allows supporters at participating fixtures to drink alcohol in their seats while watching matches, giving fans more choice in how they experience games.
Building on an initial trial during the second half of the 2024–25 season, the initiative expanded for the 2025–26 season across both the Barclays Women’s Super League (WSL) and Barclays Women’s Super League 2 (WSL2).
So far, more than 100 fixtures have taken place as part of the pilot, involving clubs across the top two tiers of the women’s game and matches at a range of stadiums including the Emirates, Anfield, Stamford Bridge, Old Trafford, Goodison Park and St James’ Park.
Building evidence for the future matchday experience
M·E·L Research has been delivering an independent evaluation of the pilot, combining fan surveys, focus groups, matchday observations and stakeholder interviews to understand how the policy is working across different stadium environments and fan communities.
Mid-season survey results from 4,720 fans show strong support for the initiative. Fans rated their sense of safety at matches at 9.4 out of 10, and 70% said they were in favour of supporters having the choice to drink alcohol in their seats.
Alongside the quantitative findings, the evaluation has involved engagement with supporters’ groups through focus groups and consultations, helping to ensure that fan voice and experience remain at the centre of the project.
The evaluation is ongoing, taking place between August 2025 and June 2026, and includes multiple fan surveys, focus groups with supporters across different regions, matchday site visits and interviews with club staff, stewards and officials.
Need support with your own women’s football social research?
Whether you’re a public body, charity, or organisation looking to understand your audience, evaluate impact, or inform future strategies, we’re here to help.
Get in touch with the M·E·L Research women’s football social research team today via our ‘Get in touch’ form at the end of the article to see how our expert researchers can support your goals. Alternatively, you can email the team at info@melresearch.co.uk.
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