“A huge amount of work has gone into driving up average attendances across the club, with staff in many different departments working tirelessly to appeal to both our loyal local fanbase and also our rapidly growing international following,” said Luke Wilson, Chief Commercial Officer at Millwall.
“I’d like to thank all involved for their efforts, and of course our loyal supporters for coming down to The Den to get behind the team. With some exciting enhancements to the matchday experience on the horizon, we’re looking forward to August already – and hopefully setting another new record next season!”
In a three-year period, The Den’s average attendance has increased by almost 4,000, from 12,950 to 16,544. The jump in numbers is aided by record breaking season ticket sales ahead of the 2023/24 season – almost 9,000 – as well as an increase in fans attending on a weekly basis as opposed to picking and choosing fixtures.
Millwall’s international audience continues to grow healthily, too. A staggering 11,000 unique overseas supporters visited SE16 for at least one match last season – a 63% increase on 2022/23’s total. The club proudly welcomed 1,764 fans from abroad for Millwall’s home fixture win against Norwich City on 29th December 2023; a record by some margin for a single game at The Den.
Supporters have flocked from all around the globe to get a flavour of Millwall Football Club, with fans travelling from across 70 different nationalities and territories, including some more remote places such as the islands of Aruba and Réunion. German Lions made up almost 15% of our international audience, with 1,351 supporters visiting last season. Over 1,000 Americans came to cheer on the team, closely followed by Zian Flemming’s countrymen from the Netherlands.
Italy and Sweden made up the rest of the club’s top five overseas supporting fanbases – as well as all Nordic countries;
Records were also set domestically. Just over 7,000 UK-based supporters visited The Den for the first time in 2023/24.
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