A seat at the stadium: Why more women are falling in love with football

It is a Saturday afternoon in Nairobi. A group of women in Arsenal shirts argue about line-ups, tactics and transfer rumours over coffee. Online, podcasts hosted by young women dissect soccer tactics, transfers and title races. Kenyan football has a new face, increasingly female. Once confined largely to the terraces, women are now helping shape how football is watched, discussed and marketed in Kenya.

Praxides Mushira still remembers the moment she found herself in tears in a stadium far from home. It was January 2019. She was in Dar es Salaam, Tanzania, and the final whistle had just sounded, shattering Bandari FC's dream of playing against English giants Everton. It was a painful defeat for many supporters, but for Praxides, it felt far more personal.

Also read: Hope for young football mums

"Bandari became like family to me," she recalls. “I never missed a match. I travelled across the country, sometimes even seeking permission from work just so I could be there and support the team." That devotion had been years in the making. Long before she became one of Bandari FC's most devoted supporters, football had been part of Praxides' everyday life. Born and raised in Kakamega County, she spent her childhood playing alongside her brothers, relatives and neighbours in the village, and later captained her high school football team.

A talented attacking midfielder, Praxides dreamed of playing professionally. But after joining the National Police Service straight out of secondary school, those ambitions gradually faded. "At the time, the National Police didn't have a female football team and opportunities for women in the sport were few and far between," she says. "And then I was posted to the interiors of Ukambani, where there was no organised football."

For five years, the game became something she followed from a distance. Then she was transferred to a police unit at the Kenya Ports Authority in Mombasa, where the game unexpectedly re-entered her life, this time not as a player, but as a fan. "When I got to Mombasa, I found Bandari," she adds. "It was a strong team and part of the league, so I started watching them play. Sometimes I even trained with some of the veterans. Before long, the Bandari fan base knew me and welcomed me into the family."

More than a team to support, Praxides ended up finding a community she could rely on. “Football has given me a family that blood never could. The friends I can truly count on are people I met through the game," admits the patron of Bandari Fans Welfare. Today, the police officer is better known in football circles as Afande Cele, a devoted supporter of not just Bandari FC, but also Police FC, AFC Leopards and Manchester United.

“I’ve never failed to buy each season's jersey. I've lost count of how many local matches I've attended. Internationally, I'm yet to watch an English Premier League match, I have watched African Cup of Nations and travelled to Germany to watch Bayern, Borussia Dortmund and Nürnberg."

Today, however, women's football holds a special place in Praxides' heart. A passionate supporter of Police Bullets FC, she sees in today's female players the opportunities her own generation barely had, and is determined to help them make the most of these chances.

"Over the years, I have developed knowledge of the game simply by being around people in football, including coaches and players," she says. "I can analyse and predict a match, identify the style that best suits a player, and whether they are performing well." Through her role as treasurer of the Kenyan Police Fans Welfare, Praxides also helps organise support for the women's matches, from mobilising fans and contributing to Woman of the Match awards to advocating for greater visibility.

Great talent

"Women's football in Kenya is doing well," she notes. "We have great talent. What these girls need is support from the government, the football federation and the fans. Give them that, and they will take this country to an uncharted level of success." Yet, despite women’s rising visibility in the sport, Praxides says female fans still face a range of stereotypes. Some are dismissed as women with nothing better to do than watch games at the stadium, while others are accused of distracting male players or attending matches in search of relationships rather than for the love of the game.

"Sometimes we go through a lot in the stadiums," she says. "There are some community clubs that feel like women are a bad omen and blame them if the team is losing. But professional players should know what to do, or not do, to perform well. As long as we know why we're in the stadium or on the pitch, we'll keep supporting the game in whatever way we can."

Praxides is far from alone. Across Kenya, long-time supporters say women have become an increasingly visible presence in stadiums, supporters' groups and football conversations, reflecting a shift in who is shaping the country's football culture.

Tom Bwana, a long-time Gor Mahia supporter, says one of the most noticeable changes over the past season has been the rising numbers of women in the stands. While official attendance figures disaggregated by gender are unavailable, he believes female support has increased by roughly 50 per cent compared with previous seasons. "This last season, in particular, we have seen a huge rise in the number of women coming to the stadiums," he says. “Women have brought colour to the stands while helping dispel the myth that stadiums are unsafe."

In his view, much of that growth has been driven by the excitement surrounding the African Nations Championship (Chan), which introduced a new generation of supporters to local football.

“Chan introduced a new generation of supporters who support clubs beyond ethnic identities."

For Tom, the increasing presence of women is also changing long-held perceptions about football supporters. "I think it's unfair to categorise them as female fans," he says. 

"They are fans first. Supporting a football club costs money, time and commitment for everyone. So, no matter how someone earns their money, when they choose to spend it to come and watch a match in this economy, only for us to start labelling them is really unfair."

Keagan Ambeyi, who manages social media within the AFC Leopards supporters' community, has witnessed a similar trend, particularly among younger women. He believes social media has become one of the game's most powerful recruitment tools.

“TikTok lives keep football conversations going long after the final whistle, and those discussions bring new supporters to the stadium." He also credits iconic fixtures such as the Mashemeji Derby with introducing many first-time supporters to the stadium experience.

"Someone might be in town and come across supporters singing, dancing and playing isukuti on their way to the stadium," he explains. "Out of curiosity, they follow the supporters all the way to the stadium and end up watching the game. It happens." Improved security, he adds, has also helped make stadiums more welcoming for women and families.

"It's much safer now," he notes. "Women come with their children to the stadium and enjoy the matches. That's one of the biggest reasons I'd encourage more women to come." The rise also coincides with improved TV coverage of both local and international women's football, easier access to matches through streaming platforms and greater investment in Kenya's Women's Premier League.

Greater numbers

Sports consultant and CEO of 4246 Sports Advisory Firm, Diana Yonah, observes that the experiences supporters describe mirror a much broader transformation taking place across Kenya, where women's participation now extends far beyond attending the matches.

"The change has been remarkable," she says. "Ten years ago, you could count the number of women in these spaces, whether in media, management, or even at the stadium. Women are now attending matches in much greater numbers. They're creating football content, coaching teams, working in marketing and legal, and taking up management positions." Though she does not have official figures, Diana estimates that women's overall engagement with the game has grown from roughly 35 per cent a decade ago to well over 50 per cent.

"That growth has mainly been among women in the stands, coaches, content creators and professionals working in areas such as marketing, legal and administration," she adds. 

Also read: A game for all? Women fans say football still falls short

"Content creation, for example, has grown from almost nothing to well over 50 per cent. Similarly, where it was difficult to find a female sports marketer or sports lawyer, they are increasingly visible now. Where we are lagging is in the decision-making positions. Within the Football Federation, for example, we only have one woman in a core decision-making role."

Diana attributes the shift to greater visibility, the rapid rise of women's football, and changing technology. Greater visibility, she note, has inspired more women to see football as a space where they belong.

“When women see coaches like Beldine Odemba or successful football content creators, it gives them confidence that there's a place for them in the game." "When women's teams consistently perform well, and someone posts a story talking about it, more people will naturally want to associate with them because that is a success story," she explains. 

"The increased media coverage and content around women's clubs has also helped more people know these teams exist, and that has encouraged more women to follow the game."

She also credits the explosion of digital platforms with transforming how supporters engage with the game, creating new entry points for women who may never have set foot in a stadium. One woman who perfectly embodies that shift is 30-year-old Njoki Njanja. A content creator, stylist and podcaster, she hosts Extra 45, a podcast dedicated entirely to discussing the game, making her part of a new generation of women shaping these conversations in Kenya.

But carving out that space has not come without challenges.

"As women going to watch games in the stadiums, we've been called pick-me-ishas (pick-me's) so many times," she recalls. "But it's not what people think. We do it out of love for the game because, truth be told, it is an interesting game, especially when you understand it." As a child, she watched her mother passionately follow Chelsea, often talking about players and matches long before Njoki understood the appeal for herself. One memory, however, stands out. During her KCPE exams in 2008, her mother sent her a success card decorated with Chelsea players and messages of encouragement. Curious about who these people were and what would prompt her mother to send her a card like that, Njoki began paying attention to the club and the sport. That curiosity quickly blossomed into a passion of her own.

She supports Chelsea and Tusker FC, while also following leagues across Europe. She also rallies behind Vihiga Queens, Kayole Starlets and Chelsea FC Women.

"I especially try not to miss any Tusker FC games. Their fan base is not very big, so I like to do my part as a fan and show up."

"For this World Cup, for example, I have to wake up early or sleep late to catch some of these matches," she adds. "Last Sunday, I remember I slept at around 5am watching the matches. Today, I woke up at 4am to catch another one," she smiles.

Asked about her most memorable moments, her answer comes quickly. She recalls a 2019 Champions League match between Chelsea and Ajax, and a stunning goal by Hakim Ziyech that has stayed with her ever since.

"Ajax got a free kick, and Ziyech stepped up and scored," she says. "It was against my team, but that goal was so calculated, precise, and beautiful. He joined Chelsea later, and I kept hoping to see that magic again."

Fortunately for her, this devotion has never affected her relationships. "My partner is also a big football fan, and it was one of the things he found intriguing about me when we first met. We always have something to talk about, even when supporting different teams." "Football reminds me of family," she says. "When I got introduced to it, it was just my thing with my mum. My sister didn't like it, so it was something only me and my mum could understand."

That sense of belonging, Diana points out, is one of the biggest ways in which women are reshaping the culture.

"Women draw community," she says. "Imagine you're a fan and you see a female analyst who really knows her game inviting you to watch a match she'll be analysing. Then you come across women debating tactics online before the game. By the time match day arrives, you're already excited to be there. When you get to the stadium and see other women in the stands, have a good experience, and feel welcomed, you're far more likely to invite another woman the next time.

And that's how football culture grows. It creates a ripple effect."

She argues that clubs also need to stop treating female supporters as an afterthought and instead recognise them as an important audience. Drawing from her experience in the sport’s marketing, including a stint in Fifa's marketing department, Diana says everything from replica jerseys to match day experiences should be designed with women in mind.

"When I worked in football marketing, those were some of the things I looked at," she says. "If you're unveiling a new jersey, think about what female fans want too. Some clubs have started doing that, but many still haven't realised just how much women contribute to the game’s economy. Clubs still underestimate women as consumers. Women buy jerseys not only for themselves but also for their families."

Rose Wanjiru, popularly known as the Manchester United Lady, embodies the kind of supporter Diana believes clubs should pay more attention to. A devoted Manchester United fan, she spends heavily on club merchandise every season. "Every season, I buy three club jerseys. When Manchester United wins the league again, I'm planning to get the club's logo tattooed."

But even that level of devotion was not enough to spare Rose from having to prove she was a "real" fan. "Whenever I told people I supported Manchester United, they always wanted to test whether I really knew football."

These days, however, the 26-year-old farmer and automotive broker rarely has to prove herself. Now known for hosting football watch parties, she has also built a strong online following around her love for the game.

Journey from childhood

"It has become such a huge part of who I am that clubs now invite me to host watch parties whenever there are matches, particularly Manchester United games," she notes.

Like the others, her journey also began in childhood. "Growing up, most of my neighbours were teenage boys, and all they talked about was football. I wanted to be part of the conversations, so I started to learn."

The progress was slow. She began by learning the teams. Before long, she was hooked.

"At some point, I even wanted to play for my school team, but my physique disqualified me, and someone else got the position I was aiming for," she says. But she was not to be deterred. Inspired by the popular song Kati ya Man-U na Arsenali, Rose found herself drawn towards Manchester United, and she began following the club more closely. It didn't take long for her to become deeply attached.

"Manchester United is one of the biggest clubs in the world with a strong record of victories. I admire the club's resilience, its loyal supporters and the way Bruno Fernandes leads the team.”

For Rose, few things rival the excitement of the football season. The appeal lies just as much in the uncertainty as it does in the game itself. "It's like running a race. 
You hope to win, but you never really know what will happen. You come into the season knowing the team’s previous momentum, then you watch to see whether things have changed. You are also curious to see how the club changes have affected the team. So yes, I follow the matches very closely." Unfortunately, not everyone has understood or accepted 
Rose's fascination with the game. Her dating life, in particular, has occasionally borne the brunt of it.

"It hasn't been working so well for me," she confesses. "Some partners have not been okay with me going out on my own to watch matches, and others have even forced me to choose between my love for the game and the relationship." Through the Manchester United supporters group in Kenya, she has taken part in various charity events, including visiting children's homes and feeding street families. Looking ahead, Rose intends to be even more intentional about supporting local and women's football, areas she believes deserve more attention than they currently receive. She also hopes more women will feel confident enough to embrace the sport without worrying about judgement or stereotyping.

"Football is not just for one gender," she says. "It's a sport for everyone, whether you are playing or watching it." Diana believes mentorship and stronger representation are essential. "There are many qualified women who can serve in decision-making positions. Give them the opportunity, and they will deliver. If we are the best at what we do, we won't have to prove ourselves to anyone."

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