Women’s sports are experiencing a surge in popularity across the UK, and London has become a hub for fan-led collectives and pop-up venues showcasing women’s football, rugby, cricket, and more. From energetic screenings of the Lionesses’ games to intimate talks with players, a growing number of communities are creating safe, inclusive, and celebratory spaces for fans.
Baller FC: The Pioneers of Pop-Up Screenings
Baller FC, short for Baller Friends Collective, was established by Rachel Gould and her team out of frustration at the lack of women’s sports coverage in traditional pubs. What began as small screenings quickly grew into full-scale events, including their sold-out showings of the Women’s Euros.
The collective now runs watch parties across London and occasionally Manchester, hosting screenings of the Women’s Super League, Women’s Champions League, and England international fixtures. Their events often include audience participation, such as the “Chip it in the Bin” halftime challenge, and unique drinks like their low-alcohol “Baller Brew.” Festivals with multiple matches, music, and food have also become part of their repertoire.
According to co-organiser Emma Franklin-Wright, the difference in atmosphere compared to men’s football screenings is striking: “It’s a safe space where fans can bring their whole selves and celebrate without worry.”
Set Piece Social: Pop-Ups with a Mission
Founded by Naomi Fitzgibbons and Kate Hetherington, Set Piece Social (SPS) has carved out a reputation for staging inclusive women- and non-binary-friendly sports bars. Born after a central London pub canceled a Women’s Super League match to show a men’s game, SPS now hosts screenings of everything from roller derby to the Dubai Women’s Sevens rugby tournament.
SPS has collaborated with broadcasters like Sky Sports and partnered with Asahi Super Dry for Women’s Rugby World Cup events. Their gatherings blend sport with quizzes, DJs, and film nights, emphasizing creativity and community spirit. Importantly, they also prioritize non-alcoholic options, which account for about 20% of sales, making their spaces accessible to a wide range of fans.
71: Safe Spaces With a Message
Another newcomer, 71, takes its name from the year the FA lifted its ban on women’s football. Founded by Lois Colley, the initiative is focused on safety, inclusivity, and changing perceptions of women’s sports.
71’s events combine live screenings with documentaries, panel discussions, and talks featuring athletes, such as former Portsmouth player Daisy McLachlan. By collaborating with cafés, pubs, and bars across the city, 71 pushes for broader representation of women’s sports on television while fostering a sense of belonging for fans.
Growing Momentum and New Offerings
The rise of women’s sports collectives in London has coincided with increased mainstream attention, especially following the Lionesses’ successes on the international stage. The recent Women’s Euros saw additional watch parties from groups such as The Home End and Style Of Our Own, a women’s sports store on Regent Street that doubled as a fan zone.
With more broadcasters covering women’s fixtures and fan demand at an all-time high, these initiatives highlight the commercial and cultural potential of women’s sports. What began as grassroots frustration has now evolved into a vibrant, inclusive community where sport is celebrated not just as competition, but as culture.
