Arsenal Women are rewriting the playbook for women’s football—not just on the pitch but at the box office. In a landmark move that blends sporting ambition with commercial savvy, the club has announced that all 11 of its Women’s Super League (WSL) home matches for the 2025/26 season will be played at the Emirates Stadium.
This isn’t just a scheduling update. It’s a strategic pivot aimed at deepening engagement, amplifying visibility, and reshaping the commercial future of women’s sport.
Why It Matters
Last season, Arsenal Women played nine matches at the Emirates and averaged an impressive 34,000 fans per game. The high point? A record-breaking 56,748 fans watched the team triumph over Tottenham in February. This surge in attendance is not just a reflection of on-field success—it’s the result of deliberate investment in experience, visibility, and accessibility.
Richard Garlick, Arsenal’s Managing Director, captured the spirit of the announcement perfectly:
“It’s an opportunity to create a special home for our team and allow more opportunities for our community, and a new generation of supporters to watch the European champions.”
Champions League Pedigree, Commercial Intent
Fresh off a UEFA Women’s Champions League title, Arsenal Women are capitalizing on momentum. While their European group-stage matches and domestic cup ties will continue at Mangata Pay UK Stadium (Meadow Park), any Champions League knockout fixtures will also move to the Emirates.
From a commercial lens, the benefits are clear:
- Ticketing Windfall: Over 415,000 tickets were sold in the 2024/25 season—a 20% year-on-year increase.
- Record-Breaking Revenue: According to Deloitte’s Annual Review of Football Finance, every WSL club surpassed £1 million in revenue for the first time last year. Arsenal, leading the charge, is now offering a dedicated Emirates season ticket for their women’s team—a move that locks in loyalty while maximizing matchday income.
- Matchday +73%, Commercial +53%: The growth rates in revenue aren’t just incremental—they’re transformative, setting the stage for sustainable financial models in the women’s game.
Fueling Belonging, Building Legacy
Beyond numbers, there’s narrative. Arsenal Women aren’t just selling tickets—they’re building identity.
“It brings a sense of pride and belonging to all of us,” said Clare Wheatley, Director of Women’s Football. “To share in a Champions League win with our supporters in north London after returning from Lisbon inspired us all to push on.”
This is a long-term play. It’s not about one season. It’s about turning occasional fans into lifelong supporters, and matchdays into moments that matter.
At 365247 Consultancy, we view Arsenal Women’s Emirates expansion as a case study in sports business evolution.
Here’s what rights holders and sponsors can learn:
- Use Venue Strategy as a Marketing Engine: Don’t just focus on where the game is played—focus on how that space can amplify commercial, brand, and emotional value.
- Productize Attendance: Creating exclusive season tickets or match bundles for women’s teams isn’t just fan-friendly—it’s commercially sharp.
- Narrative Over Numbers: Emotional storytelling—linking big wins to community pride—builds a deeper brand experience.
- Momentum Conversion: Post-trophy periods are your highest-value windows for upscaling infrastructure, from venue changes to merchandising pushes.
If you’re a club, league, or brand looking to unlock the untapped power of women’s sports, we help you do it with purpose, structure, and scale.
Let’s Elevate Your Strategy
Whether you’re building your property from scratch or scaling an already-successful programme, we’ll help you engineer a bespoke commercial model that works both on the balance sheet and in the hearts of fans.
Reach out to 365247 Consultancy. Book your introductory call here: https://calendly.com/365247-consulting/30min
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Source: Insider Sport
IMAGE: Getty Images
