The vast majority (85%) of women and non-binary fans who had witnessed or experienced sexist or misogynistic abuse also said they'd never reported it, with many explaining it was because they didnโt think it would be taken seriously or make a difference.
Although 77% of 1,502 women surveyed by the anti-discrimination charity said they felt safe when attending matches, almost one in four said they felt unsafe at games.
The research overwhelmingly found that underrepresented groups, including ethnic minorities, LGBTQ and disabled fans, as well as younger supporters, were more likely to feel unsafe on matchdays and experience sexism in a football setting.
The campaign, supported by Sky Sports, Her Game Too and White Ribbon, will focus on challenging and reporting sexism following a marked increase in reports of sexism and misogyny to Kick It Out over the last two seasons.
The study, which surveyed regular match-going fans, found that 42% had experienced sexist behaviour, including being questioned on their knowledge of the rules, wolf-whistling, and constant badgering or harassment. Worryingly, some fans surveyed also reported experiencing inappropriate touching, physical violence and sexual assault on a matchday.
Six in ten (60%) of women had heard sexist behaviour dismissed as banter.
Furthermore, almost half (48%) of women had witnessed or experienced sexist language in a football setting, such as in the stands, on public transport on the way to a match, or at a drinking/eating establishment. Of those who had experienced or witnessed sexist language, 53% had been told they should be elsewhere (e.g. โget back in the kitchen), 46% had received lewd requests and 27% had heard sexually aggressive language.
Kick It Outโs campaign aims to raise awareness of sexism and misogyny, challenge sexist behaviour, encourage women to report sexism and call on football to take reports more seriously.
A new video has also been unveiled as part of the campaign outlining some of the behaviours identified in the research and showing how absurd they would seem if a male fan experienced them.
Encouragingly, the research showed that fans have noticed a positive shift in their experience at matchdays over the years, with four in 10 stating that their experience has improved over time, and many found going to football a joyful experience
But four in 10 (43%) also stated that stadiums arenโt providing facilities that would enable a fully inclusive experience for fans, such as access to sanitary facilities, female staff in stadiums and limited or no access to female or relevant size options in the club shop.
The study also underlined the importance of football clubs and authorities acting on reports of sexism with many women saying they would not feel safe calling it out.
Most women who had reported sexism and were satisfied with the outcome said it was because the perpetrator was punished for their actions. Similarly, most women who were unsatisfied with the outcome of reporting sexism said it was because no action was taken, underlining the importance of reporting leading to positive outcomes.
Hollie Varney, Kick It Out COO, said: โFootball needs to step up to ensure sexism is taken seriously and that women feel safe and confident to report discrimination.
โWeโve seen reports of sexism to Kick It Out increase significantly in recent seasons. Reports include women telling us about hearing sexist and lewd chants at matches, having their opinions dismissed or questioned simply because of their gender, and seeing officials and physios targeted with misogynistic abuse.
โAs part of this campaign, we want to show male fans how they can challenge sexist behaviour when they see it and ensure women fans know that sexist and misogynistic behaviour is discrimination and can be reported.
โThere have been encouraging examples over the past couple of seasons where clubs have taken positive and decisive action to deal with sexist behaviour, such as bans, arrests, and referrals to Kick It Outโs Fan Education team. But itโs clear from the research that clubs and governing bodies need to do more to build trust with women supporters.โ
Download full report here: Sexism and Misogyny Report 2024
Her Game Too is a movement run by female football fans, dedicated to supporting women affected by sexism in football and increasing female attendance at stadiums. With a rapidly growing network of club-based ambassadors across the UK and overseas, they offer one-to-one support on a club-by-club basis, either in person or over the phone. Their mission is to create a more inclusive and safer environment for women in football. To learn more or get involved, visit and follow them on and : @hergametoo
White Ribbon is the UKโs leading charity engaging men and boys to end violence against women and girls. For more information, please visit the website
