For Chelsea Women’s 2025 WSL season opener, fans could drink in the stands for the very first time. But this wasn’t just about what was in the cup; it marked a cultural shift in how women’s football is experienced and celebrated. To capture the moment, we partnered with Chelsea FC Women to tell the story through the people who make the game what it is.

We followed three fans from the This Fan Girl community: a lifelong supporter, a believer beyond the pitch, and a first-timer, each sharing what connection, belonging, and match day means to them. The content brought the stands to life through a hero reel and companion carousel post, plus 15 fans from the TFG network got to experience the game live, raising a glass to a more inclusive future for football.