“We need to be really mindful as the women’s game grows”
For Buckley, the ESSMA Summit isn’t just another date on the calendar – it’s a crucial moment to connect the dots across the industry.
“The main reason for me joining ESSMA and coming to the event is around connecting and collaborating with the industry,” she says. “Working alongside our clubs and shareholders gives us the opportunity to connect on really important subjects. Because in the absence of focus and addressing future challenges as a collective, I think the industry has some real challenges on the horizon.”
The WSL will be attending the ESSMA Summit for the very first time – something Buckley is visibly excited about.
“I’m really looking forward to being at one of our member clubs, Tottenham Hotspur Stadium. They’ve announced three games there in the new year, which is a great advert for our game and for that stadium’s diversity of use,” she says. “There are many conferences out there, but the ESSMA Summit feels most in tune with football. It’s critical that we have a seat at the table, especially as a number of our clubs are proposing to build new stadiums in the future.”
The fan of today – and tomorrow
Understanding who’s in the stands is a key part of Buckley’s work. And as the women’s game grows, that fan base is evolving fast.
“Historically, men’s football has attracted a large proportion of male fans, but our crowds are incredibly diverse. It’s a heavy female bias – though that’s changing – with big family audiences. Making sure their experience in the stadium is right is critical if we want to grow that fan base.”
It’s not just demographics that are different – it’s the entire matchday atmosphere.
“It’s definitely a family-friendly atmosphere,” Buckley says. “It’s a lot less hostile, but that doesn’t mean it’s quiet. Allegiances are growing, people are learning new songs, and some of the interventions we’re introducing – which I’ll talk about at the Summit – are helping to make the crowd more vocal. Playing under the lights on a Friday night, for example, changes that whole experience.”
And while many women’s football fans are still finding their ‘home’ clubs, the way they follow the game is already taking its own shape.
“Many of our fans are fans of players, not necessarily clubs,” she says. “If a player moves from Club A to Club B, the fan moves too. They benchmark across games. Just a couple of weeks ago, when City played Arsenal and United played Chelsea, some fans had flown over to see both. It’s fascinating to see how they consume football.”
Learning across the game
So what can men’s football learn from that?
“Both men’s and women’s football have huge opportunities to connect and collaborate,” Buckley says. “We need to listen to our fans – they’re the heartbeat of the game and bring stadiums alive. We also need to think carefully about how stadiums can adapt to different audiences. For example, safe standing is massively supported in the men’s game, but in the women’s game, people generally like to sit down. Our fans like standing behind the goal in some stadiums, but UEFA doesn’t allow standing. So there’s a lot of learning going on because of the range of venues we play in.”
“No pitch, no game”
When asked about her favourite place in a stadium, Buckley’s answer sums up her mindset perfectly.
“It would be the centre spot,” she smiles. “Because when you stand there, you get a 360 view. I get to look at the floodlights, the gantries, the technology, the seating, the sound, how far the fan is away… everything. And if I’m honest, I love grass.”
That love isn’t just aesthetic – it’s professional.
“The pitch is probably one of my biggest risk factors going forward, with sustainability and climate change. No pitch, no game,” she says simply. “It’s about giving players the best possible surface – if you gave Lewis Hamilton a three-wheel car with a one-litre engine, it wouldn’t go well. A Rolls-Royce playing surface gives them the chance to perform their best.”
The people behind the game
Before wrapping up, Buckley adds one more point – a reminder that the evolution of football isn’t just about infrastructure.
“Women’s football is here, and it’s here to stay,” she says. “As more stadiums become venue businesses, we need to think about our workforce – how we support them with additional demands, quick turnarounds between events, and resilience. The people are the most important people. After the grass.”
Hannah Buckley will be speaking at the ESSMA Summit, where she’ll share more insights on the evolution of women’s football, changing fan dynamics, and what stadiums can do to be ready for the game of tomorrow.
