"Match of the Dames," a groundbreaking initiative, is actively striving to increase the presence of women at non-league football matches across the United Kingdom. Originating from a simple observation by founder Anne Morris at an Altrincham FC game in 2025, where she noted a significant disparity in gender attendance, the program was conceived to address this imbalance. After a highly successful pilot season, which introduced two dozen women to the excitement of live football through 20 matches, the project is now embarking on a significant expansion. For the upcoming 2026-27 season, the initiative will collaborate with five additional clubs, aiming to engage a thousand new female supporters and strengthen community bonds through the shared passion of the sport.
"Match of the Dames" Expands to Engage More Female Football Enthusiasts
In the summer of 2025, Anne Morris, the visionary behind "Match of the Dames," embarked on a mission to understand the gender dynamics within non-league football crowds. Her informal survey at a non-league Altrincham FC fixture revealed a stark reality: out of 1,200 attendees, only about 88 were women. This observation became the catalyst for her initiative. In partnership with Altrincham FC, "Match of the Dames" officially launched, with the primary objective of introducing women to the vibrant atmosphere of live football. The pilot program successfully brought 20 women to 20 games—half home and half away—with away game spots extended to women and girls from the host clubs' local areas.
Following its initial triumph, the program is significantly scaling up for the 2026-27 season, extending its reach to five more clubs across the nation. These new partners include Brackley Town, Hartlepool United, Solihull Moors, and Southend United, joining Altrincham in this endeavor. Beyond simply increasing attendance, the project is designed to deepen the connections between football clubs and their communities, encouraging more women to become dedicated followers of the sport. Each participating club will host eight dedicated "Match of the Dames" events, crucially including one match specifically for women's teams. This inclusion highlights the growing interest in women's football observed during the pilot phase. The overarching goal for the season is to welcome 1,000 first-time female attendees to non-league football. The long-term vision for "Match of the Dames" is to establish a replicable model that any club, regardless of its size or league, can adopt to cultivate a larger and more inclusive female fan base.
Morris also elaborated on the meticulous planning for match days. She orchestrates a WhatsApp group for participants to facilitate communication, share logistical details, and foster camaraderie before each event. A comprehensive "match day outline" is available on their website, detailing the pre-match preparations, the event itself, and post-match activities. Participants typically gather about two hours before kickoff at a local, independent café or restaurant for a meal and an opportunity to socialize. As departure approaches, scarves are distributed, a group photo is taken, and the group embarks on a 15-20 minute walk to the stadium. Morris emphasizes that the experience extends beyond the game itself, encompassing the entire journey to the venue. Ultimately, her aspiration is to ignite a passion for the beautiful game in these women, allowing them to fully experience the exhilarating rush of a goal and the collective energy of a roaring crowd. She aims to encapsulate this infectious enthusiasm, ensuring every participant leaves with an unforgettable memory.
This initiative represents a pivotal step towards making football a more inclusive and welcoming environment for women. By actively breaking down perceived barriers and creating supportive communities around match days, "Match of the Dames" is not only increasing female attendance but also cultivating a deeper, more personal connection between women and the sport. The expansion to multiple clubs demonstrates the scalability and impact of such community-focused endeavors, promising a brighter, more diverse future for non-league football fandom.
