ABSTRACT
The chapter examines female fans’ purchasing habits and their perception of the assortment of products that football clubs have to offer. It gives a mixed picture of female fans as the customers of the football industry as women represent a different approach to the clubs and exposure of their football passion. While, during the match, the majority of female fans have their club’s branding, it is limited outside the stadiums for personal and professional reasons. The female fans’ opinions of the clubs’ stores recalled in the chapter emphasises, once again, a diversity of female fans. While the clubs’ colours and symbols are important for everyone, they are not unanimous in their evaluation of the clubs’ offerings for women and their emphasis on femininity.
