Are men's and women's soccer complements or substitutes?

Both my ECONS101 and ECONS102 classes touched on the subject of complementary and substitute goods this week (in different model contexts). Two goods are complements if consumers tend to consume them together. In that case, a decrease in the price of one good would increase the quantity that the consumer buys of both goods. Two goods are substitutes if consumers tend to consume one or the other. In that case, a decrease in the price of one good would increase the quantity that the consumer buys of the now-cheaper good, but decrease the quantity that the consumer buys of the other good (which is now relatively more expensive).

Often, it is easy to tell if goods are complements or substitutes. However, sometimes it is not straightforward. Consider the example of men's and women's soccer matches. Are they complements, or substitutes? If, when faced with the choice of whether to attend a men's or a women's soccer match, or both, fans tend to choose one or the other (and not both), then the matches are substitutes. On the other hand, if fans tend to go to both, then the matches are complements. Another way of thinking about this is that, when the price of one of the matches goes up, what happens to attendance at the other. So, if the ticket price for a men's soccer match increases and attendance at women's matches goes up, then they are substitutes, whereas if attendance at women's matches goes down, then they are complements.

Ultimately, whether men's and women's soccer are substitutes or complements is an empirical question. Fortunately, this 2025 article by Galila Nasser and Christian Deutscher (both Bielefeld University), published in the Journal of Sports Economics (open access), provides us with an answer. Or rather, they provide us with an answer in one particular context, which is German soccer.

Specifically, Nasser and Deutscher use data from the 2009/10 to 2018/19 seasons of the Frauen-Bundesliga, and look at the impact on match attendance when a Frauen-Bundesliga match is played on the same day as a men's Bundesliga match. They also consider whether the effect is larger when the overlapping men’s and women’s matches involve teams belonging to the same club. Their dataset contains 1,256 Frauen-Bundesliga matches, including 851 played on the same day as a men's Bundesliga match and 118 played on the same day as a match involving the men's team of the same club.

Controlling for the day of the week, week of the season, the weather, whether a UEFA Champions League match was also being played that day, and a variety of variables capturing the popularity of the match, Nasser and Deutscher find that there is:

...an approximately 15 percentage points decrease in attendance when women’s games coincide with men’s games on the same day.

A minor quibble with the paper is that when they say a 15 percentage points decrease, they really mean a 15 percent decrease. And the effect for matches played by the same club on the same day is somewhat larger, with attendance lower by about 16 percent. So, these results are consistent with men's and women's top-league soccer matches in Germany being substitutes (fans tend to go to men's or women's games, and not both). However, we can't conclude this for certain as the results are based on observational data so they are correlations, not causal. Nevertheless, Nasser and Deutscher conclude that:

For matches on the weekend, it is essential for clubs that have both men’s and women’s soccer teams in the first Bundesliga to avoid scheduling their matches on the same day.

Given that the seasons overlap substantially, and clubs in both leagues understandably want weekend matches, another option might be to make joint attendance at both men's and women's matches more attractive. Clubs with both men’s and women’s teams could offer a combined ticket covering matches played on different days, or even arrange occasional double-headers. As I note in my ECONS101 class, this sort of bundling can be an effective pricing strategy when there is heterogeneous demand across multiple products. Provided the variation in fans' willingness to pay for the ticket to the combined event is lower than the variation in fans' willingness to pay for the tickets separately, then bundling has the potential to increase total revenue overall. And that higher total revenue can then be shared between the men's and women's teams. Whether that would work here is another empirical question. Perhaps Bundesliga clubs could indulge us by running the experiment?