The growth of women’s football in England has been one of the most significant sporting stories of the past decade. From the Lionesses’ triumphs to the rapid expansion of the Women’s Super League and the WSL2,
the game has moved from the margins to the centre of the national sporting conversation.
Yet this growth hasn’t been uniform, and not every club has enjoyed the same surge in attendances or visibility.
Sunderland Women, a club with a proud history of developing elite talent and competing at the top level, have experienced a season in which attendances haven’t quite matched the broader sense of optimism surrounding the women’s game. Understanding why requires a nuanced look at several overlapping factors — from performances on the pitch to geographical realities, scheduling challenges and the shifting dynamics of football loyalties in the North East.
Sunderland’s women’s team has long been a paradox within the English game.
On one hand, the club has produced some of the finest players the country has seen, including Lucy Bronze, Jill Scott, Jordan Nobbs and Beth Mead. On the other, the team has often operated with weaker resources than many of its rivals — particularly since the restructuring of the women’s pyramid and the rise of heavily backed clubs.
This tension between heritage and modern competitiveness forms part of the backdrop to the question of attendance. Supporters in the North East are passionate, loyal and deeply knowledgeable, but they’re also discerning, and when a team isn’t consistently competing at the very top, it can be harder to attract casual fans or those who are new to the women’s game.
Performance isn’t the only factor, but it’s certainly one of the most visible.
Sunderland Women have enjoyed periods of strong form but they’ve also experienced inconsistency and in a league where momentum is everything, this can affect the size and enthusiasm of the crowd. Supporters are more likely to attend regularly when they feel they’re watching a team on an upward trajectory — one that’s pushing for promotion or challenging the established order.
When results fluctuate, the emotional pull weakens slightly, especially for those who aren’talready deeply invested in the club. This isn’t unique to Sunderland — it’s a pattern seen across the women’s game, where attendances often correlate with league position, ambition and the sense of a club moving forward.
However, to attribute the attendance issue solely to performances would be to overlook the broader context, as geography plays a significant role in shaping the matchday experience.
Sunderland Women play their home games at Eppleton Colliery Welfare Ground in Hetton-le-Hole, a venue with a strong community feel but one that isn’t always the easiest for supporters to reach.
For fans living in Sunderland itself, the journey to Hetton can be inconvenient — particularly for those relying on public transport — and for supporters from further afield such as Newcastle or Durham, the location may feel even less accessible. In an era where convenience matters more than ever, especially for families and younger fans, the location of the ground can be a decisive factor.
The contrast with other clubs in the region is instructive.
Newcastle United Women, for example, have benefited enormously from the decision to stage several fixtures at St James’ Park. The symbolism of playing at the men’s stadium, combined with the novelty factor and the club’s broader resurgence, has created a sense of occasion that draws in thousands of supporters who might not otherwise attend a women’s match.
Even when Newcastle Women play at Kingston Park, the venue is still relatively central and well connected, whilst Durham Women have built a strong identity around their home at Maiden Castle, and although it isn’t in the city centre, it’s closely tied to the university community and benefits from a stable, loyal fanbase.
Sunderland’s situation is different. Eppleton is a ground blessed with character but it doesn’t have the same pull as a major stadium, nor does it sit within a large student population or a bustling urban centre.
For longstanding fans, the location may not be an issue but for the casual supporter or the family looking for an easy day out, it can be a barrier. The club has made efforts to promote fixtures and engage with the community, but the physical reality of the venue remains a challenge.
Scheduling is another factor that can’t be ignored, as women’s football fixtures often take place at times that are designed to avoid clashes with men’s matches, television broadcasts or other major sporting events.
Although this is understandable from a logistical standpoint, it can result in kick off times that aren’t ideal for supporters.
Early Sunday afternoons, for example, can be difficult for families with other commitments, whereas midweek fixtures can be challenging for those who work irregular hours or rely on public transport. Sunderland Women have played their share of games at times that don’t necessarily maximise attendance potential, and this is compounded by the travel considerations already mentioned.
The broader landscape of women’s football in the North East also plays a role, and the region is unique in that it has three prominent women’s teams — Sunderland, Newcastle and Durham — each of whom boasts its own identity, ambitions and fanbase.
In recent years, Newcastle Women have captured a significant amount of attention, fuelled by the momentum of the men’s team, increased investment, and the novelty of large‑scale fixtures at St James’ Park. For many supporters in the region, especially younger fans or those new to the women’s game, Newcastle may feel like the more exciting or accessible option. The club’s marketing has been strong, and the sense of being part of a growing movement has resonated with supporters.
Durham Women, meanwhile, have carved out a niche as a stable, community‑focused club with a clear identity and a loyal following. Their matches often attract consistent crowds and their connection to the university gives them a built‑in audience that Sunderland can’t easily replicate. For neutral fans or those without a strong allegiance, Durham may offer a more convenient or appealing matchday experience.
These factors create a competitive environment in which Sunderland Women must work harder to attract and retain supporters.
The club’s history and identity are strong but in the current landscape, history alone isn’t always enough to draw large crowds. Supporters have more options than ever before, and the rise of Newcastle Women in particular has shifted the balance of attention in the region.
Another element worth considering is the visibility and marketing of the team, and while Sunderland AFC has a large and passionate fanbase, the women’s team doesn’t always receive the same level of promotion as some of its rivals.
This isn’t necessarily due to a lack of effort, but rather the reality of competing for attention within a club structure where the men’s team dominates the narrative. When Newcastle Women play at St James’ Park, the event is heavily publicised (often weeks in advance) and the sense of occasion is amplified by the scale of the venue. However, Sunderland Women, playing at a smaller ground, don’t have the same platform, and this can affect the reach of their promotional efforts.
Media coverage also plays a role. Local press attention for women’s football has improved, but it’s still uneven, and clubs with larger or more dramatic storylines tend to receive more coverage.
Newcastle’s rise has created a compelling narrative and Durham’s stability has earned them respect, but Sunderland’s story has been more complex, shaped by financial constraints, league restructuring and the challenge of rebuilding. This complexity doesn’t always translate into headlines and without consistent media visibility, it can be harder to attract new supporters.
There’s also the question of expectations.
Sunderland Women were once one of the dominant forces in English women’s football and for longtime supporters, the memory of competing at the highest level remains vivid.
When the team isn’t challenging for promotion or pushing the top sides, there can be a sense of frustration or disappointment — even if the performances are solid. This emotional context can influence attendance, as supporters may feel less inclined to attend regularly when the team isn’t perceived to be fulfilling its potential.
At the same time, it’s important to recognise that the women’s game is still evolving, and attendance patterns aren’t fixed.
Sunderland Women has a strong foundation, a committed core of supporters and a history that few clubs can match. The challenge is to translate these strengths into consistent attendance growth — and that requires a multifaceted approach. Improving performances on the pitch will always help, but so too will addressing the practical barriers that affect supporters’ ability to attend matches.
One potential avenue is exploring opportunities to play occasional fixtures at the Stadium of Light.
Although this may not be feasible for every match, staging selected games at the main stadium could create a sense of occasion similar to that which Newcastle have achieved. It would also make the matches more accessible for supporters in Sunderland and could attract new fans who are curious about the women’s team but haven’t yet made the trip to Hetton. The club has experimented with this in the past, and expanding these efforts could be a valuable step.
Another area of focus could be enhancing the matchday experience at Eppleton.
While the ground has its limitations, it also has the potential to offer a welcoming, community‑driven atmosphere that appeals to families and younger supporters. Improving facilities, increasing engagement activities and creating a more vibrant environment could help to offset the challenges of the location.
Community outreach is also crucial.
Sunderland is a city with a deep-seated footballing culture, and there’s significant potential to build stronger connections between the women’s team and local schools, youth clubs and community groups. The more visible the players are within the community, the more likely it is that supporters will feel a personal connection to the team — and that this can translate into higher attendances.
Ultimately, the question of why Sunderland Women’s attendances haven’t been as strong as many hoped this season doesn’t have a single answer.
It’s a combination of performances, location, scheduling, competition from other local teams and the broader dynamics of the women’s game. Each factor plays a part; together they create a complex landscape that the club must navigate, yet there’s also reason for optimism.
The women’s game continues to grow, and Sunderland Women remain an important part of that story.
With strategic planning, community engagement and continued investment, the club has the potential to increase attendances and re‑establish itself as a major force in the region. The passion of the North East for football is unmatched and there’s no reason that Sunderland Women can’t tap into that passion more effectively in the seasons to come.
The challenge now is to build on the foundations that already exist, address the barriers that have held attendances back and create a compelling vision for the future. If the club can do that, there’s every chance that the stands will begin to fill once again and that Sunderland Women will take their rightful place at the heart of the region’s footballing landscape.
