Words Mia Ferry | Video Filming, Editing and Production Mark Bennett

Anne Morris, Founder & CEO of education provider Yipiyap, has announced the launch of “Match of the Dames”, a bold new project aimed at encouraging more women to experience the magic of live National League football for the very first time.

Sign up for Match of the Dames

Inspired by her own matchday experiences as a member of the investor group in Altrincham FC, Anne recognised the overwhelming male presence in the stands and saw an opportunity to shift the culture.

After bringing 13 members of her family to a matchday hospitality event and attending several home games, she was struck by how few women were part of the crowd.

As a result of this, Anne purchased 20 Altrincham FC season tickets and developed Match of the Dames – a season-long campaign set to encourage more women to attend live football games at their local National League club.

The initiative will give 400 women, who have never been to a National League football match before, the opportunity to attend a professional game during the 2025/26 season.

Spread across 10 home and 10 away fixtures, each matchday will see a group of 20 women come together to enjoy a curated football experience. From pre-match meet-ups and a communal walk to the stadium, to soaking up the atmosphere and watching the full match, participants will be supported to enjoy the event in a relaxed, inclusive and welcoming environment.

The whole event is free of charge apart from travel to the pre-match meet-up and from the ground post-match!

Sign up for Match of the Dames

With plans already in place for the upcoming season, following the release of the National League fixtures “Match of the Dames” is expected to become a model for fan engagement and inclusivity across the football pyramid.

We’re very excited about this fantastic new initiative and you can find out more from
‘Match of The Dames’ founder, Anne Morris, and Altrincham FC CEO, Sam Mackenzie
in the Alty TV video below.