Driving Innovation off the Pitch: Women Entrepreneurs transforming Football
Women’s football is undergoing rapid growth-not only on the pitch, but increasingly behind the scenes. Supported by organisations such as Women in Football (WIF) and initiatives backed by Xero, entrepreneurial women are advancing innovation across marketing, coaching, technology, and media.
From former professional athletes to emerging founders, these women are building sustainable businesses, creating jobs, and addressing long-standing gaps within the football industry.
By combining commercial expertise with a deep passion for the game, they are shaping a more inclusive, innovative, and economically resilient future for football.
Entrepreneurial Ventures Powering Change
A growing number of women-led businesses are redefining how football operates off the pitch. These ventures span marketing, coaching, inclusion, and athlete development, each addressing unmet needs within the sport.
Key Examples of Women-Led Football Enterprises
Halftime Consulting-Claire Robinson: Halftime Consulting specialises in developing strategic marketing plans for women’s sports. Claire Robinson works with high-profile figures such as Eniola Aluko, helping brands and organisations authentically connect with women’s football audiences.
Pro2Pro Academy-Hannah Godfrey & Lois Roche: Pro2Pro Academy focuses on coaching and training female football talent, supporting player development and creating clearer pathways within the sport.
Inclusive United-Tracy Light: Inclusive United is committed to increasing inclusivity across football, addressing structural barriers and promoting equality at all levels of the game.
Attitude Five-Floss Andrews: Attitude Five delivers life and attitude coaching for athletes and sports professionals, supporting personal development alongside performance.
Women in Football-Yvonne Harrison: Under the leadership of Yvonne Harrison, Women in Football champions women across the industry by offering mentorship, professional development, and networking opportunities.
Together, these ventures demonstrate how women are building prosperous, purpose-driven businesses while strengthening football’s wider ecosystem.
Support and Development: Women in Football & Xero
The Women in Football & Xero Programme plays a pivotal role in nurturing aspiring female football entrepreneurs. The initiative provides:
Access to funding
Business mentorship
Skills development
Networking opportunities
By equipping women with the tools to establish and scale enterprises, the programme helps transform passion into viable, long-term businesses. Many founders are motivated by gaps they have personally experienced-such as limited support for women in sports technology, marketing, and coaching- are launching companies to address these shortcomings directly.
The Impact: Transforming Women’s Football
These entrepreneurial efforts are reshaping women’s football by:
Raising visibility and awareness
Improving facilities and professional standards
Creating new career opportunities
Strengthening grassroots and elite pathways
Female entrepreneurs bring a powerful combination of commercial acumen and lived football experience, enabling them to identify unrealised market potential and design solutions rooted in authenticity.
In a rapidly expanding sector, this synergy is enabling the growth of profitable, mission-driven companies that align financial success with social progress.
Transferable Skills: From the Pitch to the Boardroom
Participation in football and other team sports develops critical business skills that translate directly into entrepreneurship. According to a Visa study, nearly 73% of female entrepreneurs who played team sports believe it positively impacted their business success.
Key transferable competencies include:
Stress management and mental resilience: Navigating the pressures of competition mirrors the highs and lows of running a business.
Decision-making under pressure: Fast, strategic thinking on the pitch sharpens judgement in commercial environments.
Teamwork and networking: Football’s collaborative nature builds confidence in forming teams and leveraging professional networks.
Leadership and confidence: Women who participate in team sports are more likely to view themselves as capable leaders.
Work ethic and determination: The discipline required to progress through football levels fosters persistence essential for entrepreneurship.
Passion as a Competitive Advantage
A genuine love of football provides female entrepreneurs with a distinct business edge. Their deep understanding of the sport’s culture, fan base, and historical barriers allows them to build brands and services that resonate authentically.
Key Advantages of Passion-Driven Enterprises
Authenticity and trust: Businesses rooted in genuine enthusiasm connect more meaningfully with fans and communities.
Untapped market insight: Female founders often identify growth opportunities overlooked by larger, established organisations.
Purpose-driven models: Passion frequently translates into social impact. For example, Our Goal CIC uses football to empower women and girls, attracting partners aligned with positive values.
Innovative initiatives such as the “Get Your Kits Out” festival, which merges grassroots football with fashion, illustrate how deep engagement with the sport fuels creativity and new forms of fan interaction.
Key Areas Where Passion and Business Intersect
Business Development: Entrepreneurs are leveraging women’s football’s growing popularity to build sustainable business ecosystems. This includes attracting major brand investment-such as Barclays’ commitment to grassroots football-and securing broadcast deals vital for long-term growth.
A Unique Value Proposition: Often described as being in “start-up mode”, the women’s game offers space for innovation and a distinct identity. Entrepreneurs focus on relatability, community impact, and social values, fostering strong bonds with fans and partners.
Career Pathways: Educational initiatives from organisations such as The FBA and the PFA Business School (in collaboration with the University of Portsmouth) equip players and future leaders with business and sports management skills, enabling long-term careers beyond playing.
Networking and Mentorship: Groups like Women in Football provide essential support systems, offering safe spaces for collaboration, mentorship, and shared learning in a traditionally male-dominated industry.
Player-Led Initiatives: Players are increasingly becoming entrepreneurs and brand-builders, using their platforms to advocate for change, promote body positivity, and secure financial futures beyond their playing careers.
Women in Football: Driving Systematic Change
Women in Football plays a central role in empowering women, men, and non-binary individuals across the industry. Through shared knowledge, collective support, and advocacy, the organisation is actively reshaping football’s future.
WIF works to:
Challenge discrimination and outdated perceptions.
Increase female representation at all levels of the game.
Promote visibility and recognition of women’s contributions.
Inspire the next generation to participate in football professionally.
Rather than simply advocating for change, Women in Football are the change-a network of professionals who support one another and share expertise to build a stronger, more inclusive sport.
Conclusion
Women’s football is experiencing unprecedented growth, driven by the convergence of entrepreneurial skill and passion for the game. From innovative businesses and new career pathways to stronger fan engagement and inclusive leadership, women entrepreneurs are raising the bar across the industry.
With continued support from organisations like Women in Football and partners such as Xero, women-led enterprises are poised to unlock the full commercial and cultural potential of women’s football-transforming it into a global powerhouse both on and off the pitch.