Historic Pilot for Alcohol in Women’s Championship Matches
“If you can enjoy a coke during the game, why not a beer?” pondered Bristol City season ticket holder Andy Payne during the match against London City Lionesses at Ashton Gate on Sunday. This day marked a significant milestone as Bristol City, along with Southampton, became the first clubs to test the waters with alcohol sales in the stands during a Women’s Championship match.
In the top five men’s leagues in England, drinking in sight of the pitch remains prohibited, a rule established by the Sporting Events Act of 1985. However, it appears that this legislation does not apply to women’s football. Should the pilot prove successful, it could pave the way for similar initiatives in the upper tiers of women’s football across England. This trial is also being conducted at Birmingham and Newcastle, spanning the clubs’ remaining home league games this season, with certain derby matches excluded.
“Women’s football lacks the tribalism often seen in men’s matches, making it easier to manage,” Payne explained. “The crowds are smaller, and attendees are generally there to enjoy the game rather than to get intoxicated. This is a positive step forward, and I hope it’s successful. If it works in rugby, there’s no reason it can’t succeed in women’s football.”
Romaney Pinnock, Bristol City’s head of women’s football, supports this initiative. “Our goal is to offer fans the option to enjoy their preferred refreshments in a safe and responsible manner. We’re familiar with this setup from rugby, where fans have the choice to drink or not at Ashton Gate, which also serves as the home ground for Bristol Bears.”
“It’s about enhancing the match-day experience for our supporters. While we may not see a significant increase in revenue from alcohol sales, it’s about allowing fans to enjoy a beer if they wish. We recognize the potential for increased sales, but our focus remains on providing choices for our fans.”
The atmosphere at Ashton Gate was largely positive, with 2,643 fans attending the match. One supporter noted that some season-ticket holders had previously missed early second-half goals because they were finishing drinks during halftime, suggesting that this pilot could improve that experience.
However, not every fan is in favor. “It’s unnecessary,” remarked Carol, a season-ticket holder for the London City Lionesses. “Having drinks under the seats just leads to spills and disruptions.” Another fan, Sue Kitchen, echoed this sentiment, mentioning her experiences at cricket matches where people frequently got up to visit the bar. “It feels a bit forced, and I’m not entirely on board with it.”
Despite differing opinions, the match itself was lively, with the visitors securing a 1-0 victory to move ahead of Bristol City in the standings. The excitement was palpable as the home team pushed for an equalizer, particularly stirred on by a group of young girls who enthusiastically cheered, “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, with no reported incidents related to its presence. Pinnock expressed confidence in the behavior of fans, stating, “Our supporters are different. They tend to be family-oriented, much like the Bristol Bears fans. If we haven’t seen significant behavioral issues with them, I’m hopeful we won’t see any in women’s football either.”
“Of course, we can’t predict everything, but this is a pilot program. We have five games to evaluate the situation, and if we notice any concerning changes, we can address them immediately. Since it’s a trial, we’re not fully committing to this approach; we’re simply testing the waters.”
Following the loss, Bristol City now sits in third place in the table, trailing leaders Birmingham City by three points with 11 games remaining in the season.
Only one club will ascend to the Women’s Super League this season, and fans from both teams will be hoping for a triumphant conclusion as the campaign nears its end.
