Wembley looms for Chelsea Women this weekend, with the lunchtime kick-off Community Shield as part of a double bill with the men's version later in the day.
But there'll be no opportunity to stride down Wembley Way, avoiding insistent people selling oversized blue hands to wave. It's a fan-free Wembley.
Chelsea Women v Man City Women should be an enjoyable spectacle on the telly, and the omens are good.
The Blues have won two of the three finals they've reached at the national stadium, with the crowd numbers steadily building.
But as the new season approaches, fans will still be excluded from the early fixtures; Man U v Chelsea, and the following weekend's home tie at Kingsmeadow, Chelsea v Bristol City.
A few years ago, that wouldn't have mattered. Indeed, no one would have noticed. Then, women's football was lucky to attract a few dozen spectators.
But in double-quick time it has evolved into a confident, thriving sport in its own right, with sponsors attracted to growing attendances and none of the baggage that weighs down the men's game.
The problem with this weekend's double-header, however, is that the women's clash is being treated as an amusing starter – a prelude to the main course later in the afternoon.
Yes, stage the Women's Community Shield match at Wembley. But treat it with respect. If fans were allowed in, Chelsea Women v Man City Women would pull in 50,000+.
The views expressed in this blog are those of the author and unless specifically stated are not necessarily those of Hammersmith & Fulham Council.
Want to read more news stories like this? Subscribe to our weekly e-news bulletin.
