Huge growth in women’s football engagement recorded globally over the previous 12 months.

London, UK – 30 September 2020: Dugout has today announced women’s football content engagement has reached new heights, with video views increasing by 700% over the last 12 months.

Promoting the women’s game has been a key focus for Dugout with the leading digital media company now sharing videos from a host of women’s teams, such as Arsenal Women Football Club, Manchester City Women and Chelsea Football Club Women. Earlier this year, Dugout also announced that Madrid Club de Fútbol Femenino (Madrid CFF) would become the first dedicated women’s club on the platform.

Leading players such as Arsenal’s Beth Mead, Juventus’ Barbara Bonansea and Chelsea’s Sam Kerr and Fran Kirby have seen the highest levels of viewership, while users in Thailand, Turkey, Vietnam and Italy have engaged with female football content in the greatest numbers. 



The growth in engagement reflects an increased appetite for women’s football with last year’s FIFA Women’s World Cup™ attracting more than 1 billion viewers. The strength of The FA Women’s Super League – of which many of Dugout’s member clubs compete in – continues to rise, with elite players from across the globe joining England’s top-tier this summer. Dugout is committed to reflecting this surge in interest and enhancing the profile of the female game through increasing its women’s football offering via its global distribution network of over 110 publishers,  dugout.com and via the Dugout app. 

Dugout was founded in 2016 as a unique collaboration between 10 of the world’s biggest football teams – including A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid – and has since partnered with more than 100 clubs, and reaches 85 million average monthly users via 10 languages in 190 countries. 

Lauren Trisconi, Head of Club Relationship Management, Dugout, said:

“Interest in women’s football is soaring and we have seen significant levels of engagement with our content. We are proud to bring fans closer to their favourite clubs and players, and help to raise the profile of the women’s game globally.

“We look forward to boosting our women’s football offering, partnering with more clubs and bringing more content to fans than ever before.”

Tom Hines, Head of Media, Arsenal, said:

“Arsenal Women has been a core pillar of our football club for more than 30 years and we’re proud to be at the forefront of driving women’s football to record heights on and off the pitch. We’re always looking for new and innovative ways to connect with our diverse, global fanbase.

“It is an exciting time to be part of women’s football, with interest levels reaching record heights and, in the past year, our content on Dugout has reached unprecedented levels. Our high-quality content showcases the very best of the club and our players and it has done exceptionally well on Dugout. We’re delighted to be reaching new and existing fans all over the world.”


About Dugout

Dugout is a unique digital media company co-owned by 10 of the world’s biggest football clubs.

Since launching in 2016 with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now 120+ clubs, National Football Federations and Leagues in partnership with Dugout. This collaboration helps football clubs educate, engage and grow their digital fanbase via a premium global publisher network.

Using current and archived footage, Dugout creates and distributes over 3,500 brand safe, professional videos a month delivering 406 million views globally a month and growing.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app

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For media enquiries or more information contact:

Sujit Jasani
Vero Communications
E. sjasani@verocom.co.uk 
Ph. +44 (0) 7940 375282