ABSTRACT
The chapter investigates the role of female fans in contemporary football in the opinion of other (than fans) football stakeholders. The representatives of clubs’ managers, football authorities, provide a different perspective as they are mostly focused on football as family entertainment, business and a multidimensional product. All other stakeholders are aware of a growing number of women, particularly at family sectors and no-ultras stands. It confirms that modern stadiums are family and women-friendly facilities. Women, as a new type of fan group, are treated as introducing more cultural and civilised behavioural patterns. The chapter reveals that when women are recognised as clients and consumers, they are perceived mostly in the mother’s role. It is connected to the fact that children are viewed as the future of football fandom; additionally, children are treated as the best ‘clients’. When it comes to the offers targeted directly at women, most clubs do not recognise them either as a business or as a social opportunity. It is also visible in the clubs’ official stores where male products are significantly dominant in terms of quantity and type of products.
