On International Women’s Day, Ticketmaster Sport is celebrating the inspiration, achievements, and potential of women in sport – highlighting their impact and advocating for greater opportunities for the next generation. This week also marks a milestone for Wigan Athletic as they celebrate one year of women’s football, a testament to the growth and evolving landscape of the women’s game in England. To explore this journey and its significance, we spoke with Hayley Sherratt, Head of Women’s Operations at Latics.
This week at Ticketmaster Sport’s Legends in Sport, we heard about the ambitious plans for the WSL under the management of Zarah Al-Kudcy, Chief Revenue Officer of the Women’s Professional Game, the professional body taking over the running of women’s professional football in England. Just short of one year ago, Wigan Athletic formed a women’s team, aiming to add to the great sporting culture of the town, including clients Wigan Warriors who picked up the Rugby League Grand Final prize this year.
Reviewing One Year at Wigan Athletic
“Wigan Athletic’s first year has been nothing short of outstanding,” explained Sherratt. Latics have won all 14 matches this season in the Lancashire County League. With ambitions to compete on a national level, some of the key steps outlined by Sherratt are building a youth development programme and “expanding our fanbase through community outreach and improved matchday experiences.
Highlighting the one-club mindset of Latics, the women’s team was launched at a men’s game in August, which was a “pinch me” moment for Sherratt and her team. The community spirit at the club is encouraging more fans to cross-pollinate between the men’s team, competing in England’s League One, and the women’s team. “We have Latics fans who attend the men’s games, U21s, and Women’s teams, and it’s fantastic to see. It makes me very proud that we are generating a fanbase and providing a positive experience that keeps supporters coming back,” added Sherratt. “A tailored approach” is necessary which focuses on family-friendly ticketing, community outreach and digital storytelling. “Our move to Edge Hall Road offers even more opportunities to build a dedicated fanbase, create an inclusive matchday atmosphere, and grow the club’s presence within Wigan Borough.”
As a client of Ticketmaster Sport, Wigan Athletic’s women’s team are able to benefit from top-tier digital ticketing solutions like their male counterparts. “Digital ticketing has significantly enhanced the matchday experience, making entry smoother and more efficient while reducing logistical challenges. It also allows for better fan engagement through data-driven insights, personalized offers, and seamless access to fixtures, helping to build a stronger connection between supporters and the club.”
Inspiring Future Role Models
Visibility is a key part of sustaining growth in women’s sport. Despite Wigan’s absence from the highest tier of English professional women’s football, Lioness and Manchester United star Ella Toone has proven the “if you see it, you can be it” mantra. Toone hails from Wigan and had a pitched named in her honour following England’s UEFA Women’s European Championships triumph in 2022. “The Ella Toone Pitches at William Foster’s Hub symbolise this inspiration, providing a high-quality space for young female footballers to develop. Her journey shows exactly what is possible,” explained Sherratt. “Greater exposure”, including through broadcast media, “means more young girls see a clear pathway into the game, which directly supports our growth.”
Other exposure comes through “community engagement, digital presence, and strategic partnerships.” Latics are working in conjunction with the Lancashire FA and the Wigan Athletic Community Trust to get into local schools and build connections with grassroots clubs. A stadium move to Edge Hall Road is offering access to new audiences around the venue and continuing to establish a position in the market for the women’s team. Sherratt said: “These initiatives ensure the team’s continued growth and presence locally and beyond.”
Building The Future
If Sherratt had a magic wand to change things in women’s football, it is clear that the “strong infrastructure and backing from the football club” is a key reason for Wigan’s quick success. “We have our own facilities, a dedicated staff, and committed players who are performing well and eager to progress and represent Wigan Athletic.”
These are exciting times for women’s football in England – the continued development of the women’s pyramid, investment in talent and infrastructure, and access to great technology and tools is also giving reasons for optimism in the lower divisions. To find out how Ticketmaster Sport can support your women’s football growth through additional marketing support, get in touch here.
