This week Matt is joined by Adrian Jacob to tackle what league you’d ideally play in if you’re one of the best players in the world; whether enough gameweeks have now passed for the WSL to be worried about attendances; and how Brazilian football can get out of mindset of hosting women’s games behind closed doors.

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And on the agenda is investment and the global calendar.

Given there’s been several majority acquisitions made into women’s football clubs attached to men’s teams in the last month, what’s the best working structures for the men’s and women’s teams to operate in perfect harmony?

And with another competition - the Women’s Champions Cup - confirmed for London at the start of next year, how do we know when we have reached peak women’s football in the global calendar?

The article Matt references about decoupling women's team's can be read here

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This week Matt is joined by Charlotte Thomson tackling whether drinking alcohol in your seat is having any tangible impact; yes or no to betting sponsors in women’s football; and the commercial publishing mechanics for dedicated women’s sport media platforms.

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And it is Charlotte Thomson - a fountain of knowledge in brand positioning, sponsorship and fan culture - who is in the (other) hotseat. Most recently Charlotte was Head of Women's Football at COPA90, and she's been on the inside of various football rights-holders and media institutions including The FA and talkSPORT. And there are two topics on the agenda: are we seeing a Lionesses bump in English football - and if not, why not - and with a number of new brands coming into European top-tier women's football at a federation, league and club level, have rights-holders finally cracked the unbundled sell?

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There's also a case study on NWSL expansion franchise Bay FC, and they step outside their bubble for a listener question about what football might learn from the current Women’s Rugby World Cup taking place in England.

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They also analyse the English Football Association's new National League strategy for the women’s game, and see what impact it will have for club football outside the top-tiers, and answer a listener question about scheduling for this coming WSL season: will it prevent fans of WSL2 clubs from following the top-tier?

Here is the Financial Times article Matt references

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Matt also tweaks his ranking of the factors influencing someone’s decision to attend a women’s football game - based on listener feedback - and they answer a listener question about what clubs should be doing via the media to build loyalty beyond the Lionesses bump.

This is the Southampton FC season ticket video Maggie references is in the podcast.

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And with the domestic European football seasons less than a month away now, they look at how WSL clubs are looking to benefit from the Lionesses bump with season ticket on-sales.

All of which leads to one key question: are tickets too cheap?

They also mark UEFA's report card for the 2025 Women's Euros, and have a bit of fun discussing some of the weird and wonderful prizes women's teams and players have been given over the years.

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The UEFA Women's Euros also start today, so they will tell you everything you need to know about how successfully it has been commercialised and new off-the-pitch business innovations, and answer a question about the WSL's self-produced new content series...at the Euros in Switzerland.

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It starts with Maggie and Matt hosting a panel of investors and advisors to investors, who give an open and honest conversation about the decision-making processes for where the flow of money goes into women's football globally.

Those panellists are:

Nicki Boyd (Founder and Managing Partner of Sphera Partners) Richard Thomas (Co-Founder and Principal of Octosport) Olivia Hall (Founder of Firebird Collective) Ann Rodriguez (Co-Founder & General Partner at Pitchwise Holdings)

There are then nine entrepreneurs operating in and around the women's football space looking for a combination of investment, sponsorship and guidance who give three-minute lightning pitches.

Those pitchers are:

Florence Lloyd-Hughes (The Cutback)

Abby Pope (Liverpool Feds)

Ivi Casagrande (Casagrande Coaching Academy)

Abiola Ijasanmi (African Sports Investor)

Lisa Anthoney (Freyja Fit)

Nicole Allison (Worcester City Women FC)

Ayisha Gulati (Hayters TV/Pitch Perfect LIVE)

Renee Fraser-Shepherd (Sloobie)

Nora Beqaj (Gals FC)

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Maggie and Matt are on the case, also covering what the lively situation at Hamilton Academical in Scotland tells us about the importance - or not - of sharing club IP between a men’s and women’s side.

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They also look at female football participation in the UK and whether that is connected to attendance decline in the WSL, and with the Premier League deciding not to hold a vote to change rules around teams selling assets to related companies, whether this will be an added catalyst for more transactions like Chelsea Women.

Buy tickets to come to Expected Goals Live on June 19!

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Before joining the global 7 on 7 women’s football series this March, Adrian was Chairman and Executive Manager at Chelsea Women for more than a decade, a period that saw the team move from a part-time club with 16 players training twice weekly to the most successful club in England.

He discusses:

• The secret sauce of Chelsea Women's rise to dominance
• Player feedback from the inaugural event
• Negotiations with clubs to compete in World Sevens
• Growth revenue streams and plans for the next event in America
• What pyramid reforms would benefit English clubs and English talent.

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Maggie and Matt are here to tell you the answer.

They also look at how clubs should be positioning themselves for sponsors, with Glasgow City becoming one of the first women's football clubs - if not the first club - to publicly say who they will and won’t work with, and why.

And a listener has asked them to assess the success of the World Sevens, which hosted its first tournament last week.

Some links mentioned in this week's podcast:

• Buy tickets for Expected Goals Live here
• Sign up to do a lightning pitch
• Read Glasgow City's Launch Vision for Commercial Future here

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So that means why Alexis Ohanian has become the first major external investor into the WSL, and what the transaction means for the other clubs looking for investment.

The new WSL branding, the financial situation at Blackburn, the 10% year-on-year attendance decline for the WSL, the confirmed move to make Goodison Park Everton Women’s home, and the Women’s World Cup expansion from 32 to 48 teams from 2031.

....and breathe.

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Matt and Maggie have answers as they do a deep-dive into attendance trends for the top two leagues in England this season.

They also answer YOUR questions, including why a club wouldn’t put fans in the stand most visible on broadcast camera, and what promoted and relegated clubs will be doing, or should be doing, in preparation for next season.

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What does this tell us about the over-reliance on men's football in England, and will this debacle go any way to helping end that?

They also look at who the new sponsors of women’s football in England will be as the WSL and Championship close in on new partners, including a cross-league sleeve sponsor, and if ticketing procedures were the reason Barcelona fans were kicked out of the "home" end at Stamford Bridge this weekend.

And we analyse the really quite strange story of Wolverhampton Wanderers, who narrowly missed promotion to the Championship this weekend but later revealed they’d have actively blocked it had they achieved it

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What does their journey to becoming "the best team in England" (which is Michelle's objective) tell us about what it takes to bring a team from the Championship into the WSL - and stay there over the long-term?

They also explore the relationship between women’s football and luxury fashion - what football can learn from the world of basketball in the States - and have news about ANOTHER major North American league launch; is women’s soccer in North America reaching the remarkable point of being saturated?

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And a listener has contacted Maggie and Matt asking them whether they think it can success in a battle of attention against the long-established and still fast-growing NWSL south of the border.

They also look at the influence Olympic football has on the women’s game following the IOC’s decision to increase the number of teams at the next Games from 12 to 16, and examine the impact of climate change on both the elite and amateur game - as a new report says women’s football will soon suffer disproportionately from floods and damaged pitches.

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Well, Matt's got a lot to say on the matter and where he thinks many of the analysts are taking the wrong approach to assess whether the valuation is accurate (or not).

Matt and Maggie also examine supply and demand for hosting major women’s football competitions, following FIFA’s recent awards of the 2031 and 2035 Women’s World Cups, and answer a listener question about a story that might have passed you by - the FA deciding to shelve its plans for introducing B teams into the lower tiers of the English football pyramid.

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But what are the motivations, and can you actually make money hosting club women's football in these venues? Maggie has been asking clubs, and will break down the economics - including how much it costs to create and maintain a pitch worthy of professional football, which has very much been in the spotlight.

Matt also looks at player pay disparity following last week’s release of the annual FIFA Benchmarking Report which revealed the average annual salary for a female professional football player globally is £8.5k a year, while the pair answer a listener question about whether (or not) the League Cup in England should be stopped or adapted.

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Matt and Maggie look at why it's been set up, the incentives to compete, and whether fans will be interested or not.

They also delve into the cross-section of toys, collectables and women’s football following Angel City's big new tie up with Tamogatchi, and answer a listener question about Manchester City women’s recent financial filing, and whether it’s going to get them into hot water over salary caps.

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In many ways, the proposals have raised more questions than they have answered - so they are on and to fill the gaps.

They also look at how how much it costs to hire and fire a women’s football manager - topical as just two days ago Gareth Taylor was sacked by Manchester City - and tackle a listener question about betting’s role in football; they are all over the men’s game, but should the women’s game treat them differently?

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So Maggie and Matt bring y9ou the inside track and the angles no-one else has talked about yet.

They also look at the new NWSL documentary being launched on Amazon and explore how documentaries around women’s football both have and haven’t helped grow interest in the game, and answer a listener question about the English Football Association’s new Made for this Game campaign “to unlock equal opportunities in football for women and girls”.

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So they look at why Everton would do that, and what would it look like. They also cover how the written/print media covers women’s football and whether it’s at risk of wider “reversals” of DEI commitments currently spreading through business and society, and tackle a listener question about the right ownership model in women’s football following an insightful interview last week with Mercury 13 co-CEO Victoire Reynal.

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Maggie and Matt are on hand to try and give you a definitive answer, off the back of recent comments from Glasgow Rangers’ head of women’s football about building an 8,000 capacity stadium.

They also analyse a record deal for Gotham in the NWSL with personal care brand Dove - and explore what it indicates about the next wave of sponsors in women’s football - and tackle a "listener" question about new Euros Adidas kits. 

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Lee has spent much of his life and career as a youth football coach, and was the driving force of establishing Durham Women. He also managed the team for a significant period of its existence, and now serves as the club’s Head of Football.

A former journalist, Mark meanwhile joined the club in 2015 in a part-time role and a decade later, as Operations and Marketing Manager, plays a leading role in the day-to-day running and, critically, growth of the club.

They talk about the commercial set-up of the club, why they have taken investment from local millionaires Patrick and Frances Connolly, and answer your questions about whether they support introducing B teams into the pyramid and a rebranding of the Championship to the WSL2.

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Matt and Maggie explain what the movements from this January’s transfer window tell you about the changing power dynamics across players, leagues and clubs globally.

They also look at the demand for and supply of women’s football in pubs across the UK, and

answer a listener question about whether moves towards giving equal pay to men’s and women’s teams and players is promoting gender equality at the expense of sustainability.

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Maggie and Matt lay out the pros, cons and likelihood of it happening.

They also look at the third edition of the Deloitte Football Money League for women’s football - what we can learn from it and what it demonstrates about the data gap that still exists in women’s sport - and answer a listener question about what we should be looking at when it comes to Everton’s activities under new ownership.

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They also do a deep-dive into finances in the lower tiers of English football, and answer a listener question about the launch of the Bay Collective, a new multi-club ownership group that will be headed up by Kay Cossington, the English FA’s Women’s Football Technical Lead.

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Because you've not heard from Maggie and Matt since before Christmas, in this first episode of the year they've got short and sharp analysis of all the news from the business of women’s football from the last month. Consider it a cheat sheet to bring you up to speed as you get cracking for 2025.

This includes:

1. The English Championship, which will have fans boozing in the stands from next week
2. The NWSL, where Denver have been awarded the 16th franchise for a record $110m
3. The transfer market, both on the pitch and off the pitch, which has seen a fair bit of activity 
4. UEFA announcing significant increases in prize money for the upcoming Euros.

And to round off they tackle a listener question about the impact inclusion of women’s teams and female players in EA Sports’ FC - formerly FIFA - video game franchise has had on the sport and the publisher.

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So it's the perfect chance to answer all your questions on arguably the most important stakeholder in the women's football ecoystem: the players.

The podcasts focuses on three areas:

The power dynamic between players and clubs, leagues and governing bodies - where does that currently lie?

How much of a role female footballers should be playing outside of playing to promote the sport?

The tension between giving female footballers the compensation they deserve, and financial sustainability in the club game in particular.

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They also give an update on the Independent Review into women’s football chaired by Karen Carney following last week's ITV documentary, and answer a listener question about how fans can use their own pocket money to support the growth of women's football.

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This was suggested in a recent article from Mike Darcey, the former COO of Sky in the UK, who compared the domestic broadcast deals for the two leagues.

Maggie and Matt are at hand to analyse.

They also look at why almost all the main women's fantasy football platforms are run by unofficial providers and not the official competitions themselves, and answer a listener question

about refereeing - how good the pathways and incentives are for people to become football referees, in particular women.

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Bears Women will be one of eight professional women's cricket teams competing in new regional "tier one" competitions from 2025, meaning for the first time, a professional Warwickshire women’s team will compete alongside the men’s.

Maggie and Matt took the chance to see what football can learn from the approach Warwickshire are taking to the new Bears Women side - covering everything from branding, fan experience, merchandising, leadership and culture.

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So what would an exodus of accounts and users mean for the game? Matt and Maggie take a detailed look, with the help of a Mary Earps social media case study.

They also look at attendances in the Women's Super League and Championship for the weekend just gone, with both leagues playing all games in club's "main stadia" for the first time.

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They also look at the pros and cons of bundling and unbundling commercial rights for women's football properties, and answer a fantastic question about how they would spend a hypothetical cheque for £10 million.

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Matt and Maggie explain why. They also dissect the new broadcast deal for the Women’s Super League, and look at the women's football strategies released by UEFA and The Football Association - why they’ve been so public, what they're planning, and who's going to be holding them accountable.

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Polly is currently CEO of Grimsby Town - whose men’s team are in League 2, and whose women’s team play regionally in the sixth tier - and spent several years heading up women’s club football at the highest level, including Manchester Utd and Brighton.

And they are only taking listener questions, which include how far off clubs are from player trading being a viable revenue stream, and whether clubs in the Championship really don’t want to get promoted to the WSL.

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They also look at why “Hollywood” investors have come in for part-time, third-tier Watford Women, and the best way to structure a team off the pitch - should it be with dedicated football and business staff for the women’s team?

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Matt and Maggie are here to explain, and answer your questions too. Which include this week whether leagues, teams and players should focus MORE on the personal lives and relationships within women’s football to support growing interest

They also raise the question of whether clubs should be inspired by the weekend’s record-breaking attendance at Sunderland - or taking a different strategy?

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The also explore whether we should be worried average attendances for the Women's Super League to date are the lowest since 2021/22, and in a world where countries and cities are shying away from hosting major sports events, why women's football tournaments are bucking

the trend.

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Join Matt and Maggie as they discuss the mechanics of the new Barclays sponsorship renewal and what it means for women’s football in the UK; why there's a lot of noise at the moment coming from the investment groups circling women’s football at the moment; and listener questions on the relationship between women's football and betting, and Chelsea's forced fixture changes.

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Every week they'll bring you an inside track on the stories and decisions being made in one of the fastest-growing areas of sport.

They’ll be talking investment, ownership, sponsorship deals, and just how many pies you need to sell on a matchday to cover your striker’s goal bonus.

And they will answer any question YOU want to know about the business of women’s football.

Podcasts will be released weekly on a Wednesday morning.

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