Women’s Game Growth: Myth v Reality

Creating ecosystem wide value and commercial revenue in the women’s game requires purpose-built strategies that expand reach and deepen connection by honouring the distinct realities of its supporters. Accordingly, the game stands to grow faster and more sustainably through developing its own model rather than borrowing the men’s.

To achieve this we are best served by strategically drawing lessons from other emerging industries that have navigated rapid, values driven growth.

🌱 Think:
🥑Organic food within the natural food movement → values around health, purity and sustainability reframed the entire industry
☀️ Renewable energy within the climate movement → once marginal, now a central driver of investment and identity
🤝 Fair trade within global commerce → began as a values-based idea and became a marker of trust and ethics

🏟️ When we acknowledge women’s sport as a movement in its own right, we can respond in ways that truly champions and elevate fans. Failing to engage with and invest in this as an emerging industry risks not only lost revenue and speed, but the long term commercial and cultural capital it is positioned to build.

📊 Broadcast & partnership amplification and revenue remain critical to a thriving sports ecosystem. But when we flood the airways with numbers exclusive to elite clubs, or attempt to import American growth figures wholesale, we overlook our industry lifecycle and the unique development needs of the women’s sporting landscape in Europe.

💡 The rise of the elite game matters, but access and solvency across the wider game are, in my view, the greater strategic priorities with deeper social outcomes.

📖 It is in this context that I am publishing a free commercial and community building playbook for women’s clubs. The playbook distils a 30-year career in commercial and community building and five years of direct work, research and listening across the women and girl’s game.

🗺️ It is designed as a roadmap for clubs standing at the intersection of ambition and hope, intention and growth, and for those ready to build with purpose toward a more equitable future.

📕 Playbook Dropping Monday! 👀

Shout out to Katie Kirch for her extraordinary and strategic work co-developing this playbook with me. Your insights and contribution and were invaluable.