Historic Pilot Program for Alcohol in Women’s Football Stands
“If you can enjoy a Coke at the game, why not have a beer?” mused Bristol City season-ticket holder Andy Payne during the match against London City Lionesses at Ashton Gate on Sunday. This marked a significant milestone as Bristol City, alongside Southampton, became the first clubs to trial alcohol sales in the stands at a Women’s Championship match.
Unlike the top five men’s leagues in England, where drinking in view of the pitch is prohibited under the Sporting Events Act of 1985, women’s football is not explicitly covered by this legislation. Should the pilot prove successful, it could pave the way for similar initiatives across the top two tiers of women’s football in England. The trial, which is also being implemented at Birmingham and Newcastle, will take place during the clubs’ remaining home league fixtures this season, with some derby matches excluded.
“In women’s football, there isn’t the same level of tribalism that you see in the men’s game, making it easier to manage the situation,” Payne explained. “The crowds tend to be smaller, and people are here to watch the game, not to get drunk. I believe this is a positive move, and I hope it succeeds. It works well in rugby, so there’s no reason it shouldn’t work in women’s football.”
Romaney Pinnock, Bristol City’s head of women’s football, is supportive of the initiative. “We want to provide fans with the option to enjoy beverages safely and responsibly. We’re already accustomed to this at rugby matches, as Ashton Gate is also home to Bristol Bears, where fans can choose to drink or not.”
“It’s about enhancing the match-day experience for our fans. While we might not see a huge increase in revenue from alcohol sales, it’s more about giving fans the freedom to say, ‘Oh, that’s nice, I can enjoy a beer.’ We can’t ignore the potential for increased sales, but our focus is on offering choice to our supporters.”
Most of the 2,643 attendees at Ashton Gate appeared to be in favor of the pilot. One fan noted that some season-ticket holders previously missed crucial moments in the game because they were at the bar during half-time, and this initiative could alleviate that issue.
However, not all fans are convinced. Carol, a London City Lionesses season-ticket holder, said, “It’s unnecessary. We don’t need people with drinks under their seats, causing spills when they get up.” Another fan, Sue Kitchen, echoed her sentiments: “It seems forced, and I’m not sure about it. It can be disruptive, just like at cricket matches where people get up frequently to grab drinks.”
The atmosphere during the match was vibrant, with London City Lionesses securing a 1-0 victory that pushed them ahead of Bristol City in the league standings. The excitement was palpable as the home team fought for an equalizer, with a group of young girls passionately chanting “come on you Reds” and “Bristol City are the best team ever.”
The introduction of alcohol in the stands did not detract from the match-day experience, and no negative incidents were reported. Pinnock expressed confidence regarding fan behavior: “I don’t see our fans as a concern. They’re similar to Bristol Bears supporters—mainly family groups. If we haven’t seen significant behavioral issues with them, I don’t expect to encounter any major changes with our women’s football crowds.”
“Of course, we’ll monitor the situation closely, as this is a pilot program. We have five games to evaluate how things unfold, and if we notice any concerning trends, we can address them promptly. Being a pilot means we’re not fully committed; we’re simply testing a new approach.”
This loss leaves Bristol City in third place in the standings, three points behind league leaders Birmingham City, with 11 matches remaining in the season.
With only one promotion spot available to the Women’s Super League this season, fans of both teams are hoping for a successful finish as the season draws to a close.
