Today marks a milestone moment for the future of English women’s football as the full governance of the sport is transferred to a new corporate entity.
As of this morning (15 August), Women’s Professional Leagues Limited (WPLL) takes charge of the Barclays Women’s Super League (WSL) and the Barclays Women’s Championship from the Football Association (FA).
WPLL was incorporated in April this year, established with the sole purpose of governing, organising and strategically planning the future direction of the women’s game in England.
Nikki Doucet was named CEO of the new organisation, having already served as the CEO of the WSL and Women’s Championship. She is joined by Dawn Airey CBE as Chair of the company’s Board of Directors.
Doucett remarked: “The next successful era of the women’s professional game will be built on the foundations of collaboration, and we are excited to work together with all stakeholders to drive transformational and sustainable growth across our leagues by leveraging the distinctive qualities, values and principles which exist in the women’s game.
“Women’s football in England has witnessed unprecedented growth in recent years, marked by increased fan engagement, rising attendance at matches, and a surge in participation at all levels.
“We are fiercely committed to building on this momentum by creating a thriving landscape which prioritises the welfare and development of players, fosters and excites a vibrant fan community, and nurtures the sport’s growth.
“As we embark on this exciting journey, we extend our heartfelt gratitude to The FA for its outstanding work in developing the sport. We look forward to building upon this solid foundation and elevating women’s professional football in England to unprecedented levels.”
Alongside Doucet and Airley, WPLL will be led by Holly Murdoch as Chief Operating Officer, Ruth Hooper as Interim Chief Marketing Officer, Mirelle Van Rijbroek as Chief Football Officer and Zarah Al Kudcy as Chief Revenue Officer.
A unified vision for the women’s game
This leadership team has been set a number of tasks and objectives over the coming years. Firstly is a commitment to build a foundation for growth via seed capital, investment in infrastructure and resources, and ensuring transparent governance.
The company has outlined a second commitment to developing a progress culture based around innovation, experimentation and learning. This is viewed as a crucial target to achieve its vision of English women’s football becoming the sport’s global leader.
Lastly, the WPLL plans to work extensively with and develop growth strategies with various stakeholders. Relevant parties include clubs, players, coaches, referees, fans, broadcasters, commercial partners, governing bodies and leagues.
“We are excited to harness the full potential of women’s football,” Avery commented.
“We know that with a unified vision and collaborative effort, we can shape an exhilarating future for women’s football, inspiring and delighting both the current and next generation of players and fans.”
Women’s football has been overseen by the FA, the overall governing body for women’s football in England since 1993. The FA initially took charge of the sport from the Women’s Football Association (WFA), which had been governing it since 1969.
The past 10 years in particular have seen women’s football grow considerably. In 2011, the WSL replaced the Women’s Premier League National Division as the English game’s top-tier, and its stadium attendees, TV viewership and commercial value.
Last season, for example, saw attendance at WSL and Women’s Championship games exceed one million for the first time, a huge uptick on the 600,000 who attended in 2022/23.
The WSL’s media rights deals with Sky Sports and BBC Sport also ensure it has continue visibility moving forward.
Mark Bullingham, CEO of the FA, commented: “We are very proud of the growth that, together with the clubs, we have driven in the women’s professional game.
“I would like to thank everyone who has worked tirelessly to establish and evolve our leagues to be amongst the best in the world. Now is the opportunity for Nikki to lead the next phase of growth, with an independent company purely focused on women’s professional football.
“I have no doubt that she and the team will take the leagues to new heights, and we look forward to supporting them on this exciting journey.”
Premier League will play its role
Central to women’s football’s growth in England has undoubtedly been the success of the national women’s team, the Lionesses. The team’s strong performances in recent tournaments – winning Euro 2021 and appearing in successive World Cup finals – has driven engagement with the sport, and also commercial revenue.
To support this growth further, the Premier League has entered into a cooperation and funding agreement with the new company. This will include a £20m interest free loan to support foundation building, recruitment and long-term project development, building on the £21m the league has directed towards women’s and girls football between 2022 and 2025.
The English men’s top-flight will also offer support and knowledge sharing in areas such as commercial and football operations, as well as broadcasting. As the Premier League is the world’s most valuable football league, this support will likely prove invaluable to the WSL’s future growth.
Premier League Chief Executive, Richard Masters, concluded: “This is a key moment in the development of the professional women’s game in England and we are pleased to be able to support Women’s Professional Leagues Limited both financially and by providing expertise in a number of key areas.
“The Premier League is proud to develop the game at all levels and in recent years we have enhanced our support for women’s and girls’ football. This ranges from investing in the development of pathways for young players to support for the professional game. We look forward to being closely involved in this exciting period for women’s football.”
