Four Women's Championship clubs—Birmingham, Bristol City, Newcastle, and Southampton—will participate in a trial allowing fans to drink alcohol in the stands during league matches, starting this month and running to the end of the season.

• This move contrasts sharply with the top five men’s leagues, where drinking in view of the pitch is banned.

• The trial, organised by Women’s Professional Leagues Limited (WPLL), aims to enhance the matchday experience.

• If successful, and after further consultation, the concept could be rolled out across the Women's Super League and Women's Championship.

• This trial seeks to test the waters with the different demographic of fans attending women's games, given there have been zero arrests at women's football matches in England and Wales this season.

Why It Matters

This trial is a significant step towards creating a more social and commercially viable matchday experience for women's football. There's a push to rival other entertainment options, drawing on the examples of non-league football, rugby, and cricket in the UK where alcohol sales are common and don’t cause significant issues.

There's recognition of the need to attract new audiences to matches, acknowledging the need to balance this with any negative impact on the sport’s inclusive and family-friendly environment.

N.B. Questions still remain about if a focus on alcohol culture will help to grow attendances - particularly among younger audiences, who are the biggest consumers of low and no-alcohol drinks.