First Time Fans Getting Younger, Says Report
The average age that football fans attend their first live professional match is 11 years and three months, according to new research from credit card company Capital One, sponsors of the Capital One Cup.
Initiatives to get younger fans into football grounds seem to be working, as the age at which fans attend their first football match appears to be falling. Fans born in the fifties were almost 13 before they saw their first live game, whereas those born in the nineties saw their first live match aged seven years and eleven months on average.
Across all age groups, boys attend their first match before girls, on average at 10 years and eight months compared to 12 and a half years old for girls.
As adults looking back on their first match, it is the crowd and fans at a live game that proved the most memorable aspect for 33% of supporters. Meanwhile, 14% of women attended their first match with a partner compared to just 1% of men.
Women remembered the company of the people they attended the match with (15%) and also retained fond memories of the players (15%). Men, on the other hand, were more likely to have been impressed by the stadium (26%).
On a regional basis, those in Wales were the oldest when they attended their first match, at an average of 14 years and 2 months, whilst those in the East Midlands were the youngest, at 10 years and 2 months.
Michael Woodburn, chief marketing officer, Capital One said: ‘It’s great to see that people are coming to football matches at a younger age. Attending your first football match is a rite of passage and for millions it marks the start of a lifelong love affair with the game. The unique atmosphere of the football stadium, with the spectacle afforded by waves of coloured flags and shirts continues to delight spectators of all ages.’
The study also shows that 48% of football fans went to their first game with their father – but only 20% of them support the same team.
Despite this, Capital One’s research for the Capital One Cup shows the game definitely helps families unite with 92% saying that watching football, both live at the ground and on television, is a time for the family to get together.
Capital One’s research highlights that daughters tend to be slightly more loyal to their dads than sons – 22% of women football fans still support the same team as their father compared with 19% of men.
The findings also reveal that the most popular reason for choosing a team is where it’s based with 39% backing their local side. Just 14% of fans admitted to being so-called “glory hunters” and supporting a team because it is successful.
The research has been announced ahead of the Capital One Cup quarterfinals, with Arsenal heading to Bradford and Norwich entertaining Aston Villa tonight. On Wednesday, Swansea face Middlesbrough and Chelsea face Leeds United.
