This week on She Shoots, She Tours! – The Deep Dive, Cath Hurley explores who is really driving the growth of women’s football in England — and why this audience looks, behaves, and supports very differently to the men’s game. From player-first fandom shaped by the success of the Lionesses, to digital-native supporters who build community online rather than in the stands, Cath unpacks why traditional football assumptions don’t quite hold up in the WSL.

This episode looks at women’s football fans through multiple lenses: Gen Z women who follow players like favourite artists, older women finding connection and routine through matchdays, LGBTQ+ supporters who feel genuinely represented in the women’s game, and neurodiverse fans who can finally enjoy football in calmer, more accessible environments. Cath also tackles growing tensions around family-first marketing, the risk of sanitising football culture, and why some adult fans feel increasingly disconnected.

Digging into sponsorship, ticketing, and club strategy, this deep dive argues that growth won’t come from demographics or “one club” thinking — but from understanding motivation: why fans show up, stay online, or choose women’s football at all. Honest, thoughtful, and future-facing — let’s deep dive.