Words Brian Flynn | Pictures Jonathan Moore

The J. Davidson Stadium is set for an extra buzz of excitement this weekend as we host our first ‘Match of The Dames’ fixture of the 2026/27 season against Hornchurch.

Following an incredibly successful first season in 2025/26, this pioneering initiative returns to Moss Lane with even greater ambition.

‘Match of The Dames’ was born from a simple but powerful observation by founder, Anne Morris, that women represented only a small fraction of fans at Alty games.

Last season proved just how much appetite there is for change. Through 20 fixtures, ten home and ten away, 400 women experienced their first taste of Enterprise National League football.

The project succeeded in creating a welcoming environment, strengthening the bond between clubs and their communities, and showing that non-league football offers an unrivalled, authentic atmosphere.

This season, the project is scaling up. ‘Match of The Dames’ has expanded to five clubs across two divisions of the Enterprise National League: Altrincham, Brackley Town, Hartlepool United, Solihull Moors, and Southend United.

With each club hosting eight dedicated fixtures, the initiative aims to welcome 1,000 first-time female supporters to National League games by the end of the season.

While Southend and Hartlepool have already kicked off their respective campaigns, Saturday is the moment for the Alty Dames to shine.

For the 25 women joining Anne and her Dames squad, the experience begins long before kick-off.

“We want to remove the apprehension often felt by female newcomers to live football. We get together at a local independent venue two hours before the game for a meet and greet. 

"Specially designed ‘Match of The Dames’ scarves are handed out, a group photo is taken, and the group embarks on a collective 15–20-minute walk to the stadium.

“It is a deliberate, community-focused approach designed to make the journey into the stadium feel as part of the experience as the 90 minutes on the pitch.

"I started it in order to bring women in, but I also wanted them to feel the energy of when you're in a big crowd," says Morris. "If I could bottle it, that would be the experience I'd want people to have."

We are really looking forward to welcoming our new Dames for what promises to be a terrific occasion with a big crowd at The J.Davidson Stadium.