LigaF clubs continue to improve stadium attendance with the ‘Fan Experience’ project
Liga F headquarters hosted the visit of the clubs, who met to continue working on various improvements to the fan experience to encourage stadium attendance. “It’s an opportunity that is greatly appreciated,” stated Claudia Lazuen, FC Barcelona's business manager.
08 MAY 2026
The representatives of the sixteen Liga F clubs met once again at the organisation's headquarters to continue working on how to improve the fan experience as a key element in boosting stadium attendance. The session, titled ‘The Secrets Behind the Magic’, was based on the Disney model and featured a presentation by Julián ‘Gaita’ González. “The ongoing training provided by Liga F is very useful for applying to the day-to-day operations of the clubs to improve the matchday experience,” began Sandro Arrufat, board member of Costa Adeje Tenerife, who expressed his gratitude for “the training and knowledge that the competition provides us.” This Sunday, 10 May, at 19:00 (peninsular time), the Tenerife side will host FC Barcelona at the Heliodoro. “The match will begin with a ‘fan zone’, a pre-match concert, food trucks, and stands from our sponsors,” he highlighted.
After the match, Abraham Mateo will perform a live concert, something unique in Spain. “We wanted to go the extra mile so that after the match, the Heliodoro becomes a true party and music serves as an element of entertainment,” he concluded. Claudia Lazuen, Head of Women's Football Business and Sports at FC Barcelona, echoed this sentiment. “It was a very interesting matchday, as being able to get all the clubs together is an opportunity that is greatly appreciated,” she stressed. She also noted that “we all share the goal of growing women's football and generating a unique experience at our events. Each of us has our own logistics, but we have shared objectives.” Furthermore, she explained how the *azulgrana* side works from within. “Events at the Camp Nou have high visibility, but we work on a day-to-day basis to build that community,” she stated.
The head of the *culé* team was quick to add that “we want spectators to enjoy not only the sporting event but also that closeness and sense of belonging to the club. For that, we have the best players in the world. The experience the public takes away is very positive.” Also present at the training session was Pedro Iriondo, CEO of FC Badalona Women, who explained how these types of training sessions benefit Liga F teams. “We are very involved in the day-to-day of our club, and for us, it is very important to come to events like this to share ideas with other clubs or see what they are doing,” he highlighted. The representative of the Catalan side also valued the importance it holds for his club. “It is very useful for us because we are arriving in a new city,” he explained at the end.
Furthermore, he was quick to add that “it is very important to create that experience with our new fans.” Finally, he also highlighted the value of sharing ideas together. “Each club has its own city and its own fans, and we can all learn from one another to apply that to our own context,” he replied. For their part, Athletic Club was represented by Pablo Guerenabarrena, Director of Marketing and CX, and Amaia Peña from the marketing department. The former player highlighted that “it is very interesting to see the growth that women's football has experienced. Since I was a girl, there has been a significant change, but the step forward we have to take now must be even greater. The foundations are set, but it is very exciting to see that there is still so much room for growth.” The Getxo native used to combine playing football with working in marketing.
After her time at Athletic Club and a loan spell at SD Eibar, she finally decided to work exclusively in the marketing department of the Bilbao-based club. “We are at a very early stage of being a commercial league, but it is super interesting to be able to step out of our sector and see how other products are consumed. They come to provide us with very interesting contributions,” she expressed. The Basque club is one of the teams most committed to the women's game and to opening San Mamés whenever possible. “You have to make the effort to open the doors and let the public enjoy the women's team just as they do the men's,” she assessed. Finally, she concluded by highlighting Liga F's ‘Fan Experience’ project and how the *rojiblanco* side seeks to improve attendance at women's team matches. “We work to ensure that every day is better and that attendance is consistent.”