Arsenal Women sold out Emirates Stadium for the first time last season as Jonas Eidevall’s side fell to an extra time defeat against Wolfsburg in the UEFA Women’s Champions League semi-final. After a historical season of record attendances, the club continue to do everything right away from the pitch to make the Emirates their home.

Perhaps it was fitting that centre-back Jen Beattie, thrown upfront amidst Arsenal’s desperation for an equaliser, scored the header to force the Champions League tie into extra time. Seven minutes after Beattie had sent the Emirates crowd into pandemonium, it was announced that 60,063 fans were present to watch what turned out to be a heartbreaking loss for the Gunners. 

Beattie herself had played a part in Arsenal’s success away from the field. The experienced defender had taken on a role in Arsenal’s commercial and sponsorship teams as part of her contract extension in June 2022, as Arsenal began to look at how to boost attendances following the successful Women’s Euros the same summer.

Arsenal had to wait until September to gauge if they could capitalise on the Lionesses’ glory, and the setting of a new Women’s Super League record attendance proved that the Gunners had certainly done so. North London rivals Tottenham were the visitors, and 48,000 were watching. Games against Manchester United and Chelsea followed in the WSL and were also attended by upwards of 40,000 spectators on both occasions.

Whilst Arsenal were setting records in the League, the club had also committed to play all of their Champions League fixtures in N5 if they were to qualify. Despite crowds in the group stage that were a far cry from the attendances in the WSL, Arsenal’s dedication to play these fixtures at their 60,000-capacity stadium helped to pave the way for the eventual sellout against Wolfsburg.

Arsenal’s marketing for their Champions League semi final second leg ticked every box. Tickets went on sale immediately after the quarter-final win over Bayern Munich, so fans could book their return to the Emirates whilst leaving the turnstiles on that Wednesday night. The media team had plenty of video messages from players encouraging supporters to get their tickets, with the club encouraging fans to “Be the home advantage”.

Coming back from 2-0 down to draw in Germany helped to set up the second leg perfectly, and the night before the semi-final, Arsenal Women had sold out Emirates Stadium for the very first time. Spare a mention for Arsenal’s away support at the Volkswagen Arena, who travelled in their numbers to play their own role in cheering on Arsenal’s resilient first leg display.

This season, Arsenal continued their promise to host Women’s Champions League football in North London. Unfortunately, a shock defeat to Paris FC in the First Qualifying Round meant that no European run would take place in 2023/24. Two more league games than last season had been scheduled for the Emirates however, with Aston Villa and Liverpool the first two opponents before games against Chelsea, Manchester United and then Tottenham Hotspur.

Arsenal’s marketing for the Liverpool game began months before the season started with the option of a ‘Home Advantage Pack’ for supporters to secure their seat at every Emirates Stadium fixture. The club also launched a Matchday Forum, to obtain the views of a range of supporters about topics including ticket prices and the matchday experience at Meadow Park as well as the Emirates.

Arsenal’s opening league game against Liverpool, a side who had finished seventh the previous season, understandably did not come with the same level of attraction as a North London Derby or European knockout tie that might attract more of a casual supporter of the men’s team. However, nothing was going to stop the 53,000 fans who watched the Gunners fall to defeat to begin their new WSL season. Arsenal broke their own league attendance record and will likely do so again this season.

A few hours later, Chelsea, who have won the last three WSL titles and have eclipsed Arsenal in recent years, played Tottenham in front of 12,000 at Stamford Bridge, a significant contrast in attendances between the rival sides.

Over 32,500 tickets have been sold for Arsenal’s upcoming game against Aston Villa, and there is no sign of progress slowing down. At some point in the future the Gunners will cease to play any football at National League side Boreham Wood’s Meadow Park. Other clubs will watch on enviously, because Arsenal are showing them how it’s done.