The findings form part of Kick It Out’s ongoing campaign to tackle sexism and misogyny in football, with polling of 2,000 British adults showing that over half (52%) believe online sexism is putting girls off engaging with football.
Ethnic minorities, younger people, and women’s football fans are far more likely to have seen or experienced online sexism in football. Among those surveyed, 37% of Black, Asian, and Mixed Heritage respondents, 69% of 18–24 year-olds, and 36% of female football fans encountered abuse, compared to the national figure of 29%.
The data also shows how 38% of fans who watch women’s football live and on TV say they’ve held back from posting about the game online because they fear sexist abuse.
The most common form of abuse reported was dismissive remarks undermining women’s football opinions. Fans reported seeing abuse across mainstream social media platforms and in the comments sections of major news outlets, underlining just how visible and widespread the issue is.
These findings come as new long-term data from the Tackling Online Hate in Football (TOHIF) research project reveals a sharp rise in misogynistic abuse during major tournaments. Researchers found that the use of feminine slurs increased by 584% between the 2013 and 2022 Women’s Euros, with players, commentators, managers and match officials among the most common targets.
Most of the abuse was found within matchday hashtags and tournament discussions, showing that online sexism is happening in the heart of football conversation, not on the fringes.
Despite the scale of the problem, 48% of the public believe social media platforms are doing too little to tackle online sexism, while only 23% think they do enough.
Kick It Out’s ongoing Kick Sexism Out campaign aims to challenge sexist behaviour across the game – both online and in stadiums – and is encouraging fans to report incidents via Kick It Out’s reporting channels.
A new reporting relationship with Her Game Too was launched earlier this year to help ensure fans who experience sexism are properly supported, including throughout the Women’s Euros.
Fans who experience or witness sexist abuse, online or in person, during the tournament are encouraged to report it via www.kickitout.org/report. Reports will be supported through Kick It Out’s relationship with Her Game Too.
Hollie Varney, COO at Kick It Out, said: “Euro 2025 is a moment to celebrate the women’s game and inspire a new generation. But we can’t ignore the reality that for many women and supporters, especially from ethnic minorities, the online space is still hostile and undermining.
“Loving football should never come at a cost. And if we’re serious about building a game that’s for everyone, we need action from platforms and stronger leadership across football to tackle this head-on.
“Whilst this research shows there’s still work to be done, we want to remind women and girls that they do belong in football. As shown in our recent report with Ofcom, we’re continuing to highlight the consequences of abuse and push for meaningful change, to make the game safer and a place where everyone feels they belong.”
