Why brands can learn from sports teams about earning fandom November 18, 2025 Brands shouldn’t start imitating sports teams but they do need to understand how fandom makes them so powerful, writes Sarah Hackett. Inflation, tough market conditions and uncertainty around the upcoming Budget are forcing us to make challenging financial choices. Two-thirds of consumers now say that price matters far more than it did before. Our loyalty [...]
Apple kits out WSL teams with latest MacBooks, iPads and iPhones October 16, 2025 Apple is giving Women’s Super League clubs a range of its latest MacBooks, iPads and iPhones worth thousands of pounds as part of a new partnership with the competition. Coaches and other performance staff will be able to use the MacBook Pros and iPads to perform and share video analysis of matches and training sessions. [...]
Mercury13 acquires Bristol City as fund expands into English football September 18, 2025 Women’s football investment fund Mercury13 has entered the English market, acquiring a majority stake in second tier Bristol City Women. The Juan Mata and Giorgio Chiellini-backed investment vehicle is adding to its portfolio, which counts FC Como Women as its crown jewel, by forging a presence in the West Country. The deal, subject to league [...]
How Michele Kang put WSL newcomers London City Lionesses on fast track September 4, 2025 If anyone needed any reminder, one incident this summer illustrated the depth of owner Michele Kang’s dedication to turning London City Lionesses from Women’s Super League anomalies into a European force. It was while the club were in the Netherlands last month for a pre-season training camp, during which they played local side FC Twente [...]
Paqueta phone celebration raises eyebrows at FA as judgement looms September 3, 2025 The Football Association is expected to publish the independent commission’s full judgement in the acquittal of Lucas Paqueta on spot-fixing charges imminently, days after spotting a possible double meaning in his goal celebration during West Ham’s win at Nottingham Forest on Sunday. After converting a penalty, the Brazilian mimed receiving a phone call and then [...]
Aston Villa Women hire former Lewes FC CEO Maggie Murphy August 28, 2025 Aston Villa Women have hired Maggie Murphy, the former chief executive of pioneering Lewes FC, to be their new managing director. Murphy was the driving force behind Lewes’s radical policy of allocating equal financial resources to their men’s and women’s teams. Her appointment follows Aston Villa owner V Sports making the women’s team a separate [...]
Exclusive: Just third of Brits think women’s football good value August 21, 2025 Only a third of Brits think women’s football is value for money, exclusive data shared with City AM reveals ahead of next month’s WSL return. The surprising statistic comes as the English top flight looks for an attendance bounce after the Lionesses won a second consecutive Euros title. Ipsos data shows that only 35 per [...]
Exclusive: WSL facing row with clubs over in-game manager interviews August 8, 2025 Women’s Super League chiefs are facing a row over demands that clubs make their managers available for broadcast interviews during matches next season. At least three clubs are understood to have objected to the radical proposal, which would apply to each team at least once per season. There has also been disquiet at what some [...]
Chloe Kelly and the Lionesses are marketing gold. Brands take note July 31, 2025 In a world gripped by political instability and economic uncertainty, the Lionesses offer something powerful: focus, momentum, and cultural relevance. Sunday’s nail-biting Euro 2025 win wasn’t just a sporting triumph. It was a commercial line in the sand. The Lionesses aren’t a moment – they’re a movement. And for brands, the message is clear: the [...]
Will Lionesses increase interest in women’s football? I asked fans at parade July 30, 2025 I joined more than 65,000 people lining The Mall yesterday as the Lionesses celebrated their Women’s Euro 2025 triumph with an open-top bus parade. The excitement was palpable from exiting St James’s Park tube station, with fans walking steadfastly towards the Queen Victoria Memorial, where the procession culminated in a ceremony in front of Buckingham [...]