Why women’s football needs purpose‑built stadiums, not temporary fixes

The Athletic recently published a feature on the 'Built for Her Game: Women's Football Panel Event' hosted by Construction Partner, Sarah Rock, exploring the growing movement toward purpose-built stadiums for women’s football.

The article drew heavily on insights where club leaders and consultants examined how facilities originally designed around the men’s game can limit both performance and fan engagement on the women’s side. The discussion revealed why many women’s teams are now considering dedicated venues that reflect the needs of female athletes, families and a rapidly expanding audience.

Brighton & Hove Albion women’s chief executive, Paul Barber noted that sharing facilities with men’s teams can inadvertently hold the women’s side back, whether through equipment designed around male players or stadium arrangements that don’t fully reflect women’s matchday needs. He pointed out that although playing in larger men’s venues has raised the profile of the women’s game, it hasn’t consistently translated into rising attendances, prompting renewed interest in purpose‑built grounds. He referenced examples from the United States that show how custom‑designed environments and intentional fan experiences can elevate both atmosphere and commercial value.

WSL Chair, Dawn Airey added that one of the league’s biggest challenges is that many spectators come once and do not return, which highlights the need to make matchdays more memorable and engaging. She argued that enhancing the overall experience is increasingly important for financial growth, especially as women’s football is likely to depend more on commercial income than broadcast deals. She contrasted this with the men’s game, where traditions built over decades ensure constant demand, and explained that women’s football is still refining its offering to better align with the expectations of its expanding audience.

Sarah Batters, Managing Director at London City Lionesses, noted that while their current matchday crowd still includes many families, the fastest‑growing group is women aged 18 to 34 who treat football as just one part of a wider social day. She explained that their WSL home ground lacks the hospitality spaces needed to offer that kind of brunch‑match‑drinks experience, which has led the club to introduce live music and other entertainment to draw supporters in earlier and strengthen revenue. She stressed that sustained growth will rely on developing facilities that give the club room to innovate and create the kind of matchday environment this expanding audience expects.

Across the league, clubs are now assessing both the financial demands and long-term benefits of new developments. Especially with Brighton’s intention to deliver a 10,000 seat stadium between 2027 and 2028, arguing that a consistently full venue creates a far more compelling product than a sparsely attended larger ground. The session concluded with a strong sense that investment in women-centric facilities could play a decisive role in the next phase of growth for women’s football, with commercial opportunities increasingly aligned with improved infrastructure and supporter experience.

The full article was first published in The Athletic (paywall) in March 2026.