A Promotion Powerhouse: Jade Bradley on Fulham’s Winning Mentality and Making More History in Tier 3

Two promotions in two seasons is a feat most can only dream of. Fulham FC Women have ascended from tier 5 to tier 3, winning the London & South East Women's Regional Football League Premier Division in 2025, their monumental rise continuing as they secured the double last campaign becoming victors of the National League Division One South East seven points clear and the London County Cup. 

Reformed in 2014, Fulham spent several years finding their feet before launching their charge for glory. Without losing a single game, the South London outfit have already conquered two leagues; now wanting to make their mark on the Southern Premier Division, can they do it all again?

In an exclusive interview with Her Game Her Way, Fulham midfielder Jade Bradley discussed the season ahead, her personal ambitions and how the squad has been preparing to go for even more. 

Settling into Pre Season

It's been a summer of transition for the Cottagers following their league-winning campaign. With no international fixtures, the squad enjoyed an extended break and preseason, giving them more time to celebrate their success before turning their focus to life in tier 3. 

Off the pitch, the club has continued to build for the future with the introduction of player contracts, providing greater security for the squad and continuing to professionalise the environment. On the pitch, seven new signings have strengthened the side, including Welsh international Charlie Estcourt and prolific striker Sophie Gillies, who arrives after scoring an impressive 109 goals in 100 games for previous side Exeter. Reflecting on the the teams return to training, Bradley said:

“We had I think from a player perspective a slightly longer preseason, naturally I think you expect to have six weeks but I think we have had  seven or eight but now it’s coming around to starting in a few days I think everyone is happy we had that time. It’s been good obviously we’ve got our new signings in as well so we have had more time to merge and gel as a group. 

Of course we had a bit of off-season celebrating the league win last year, we went on a little group holiday which was nice so we had a bit of time but straight back to it now.”

A pre-season tour to Finland gave the squad valuable time to build relationships with new signings and develop cohesion ahead of a demanding campaign. A 2-2 draw against Finnish side Vaasa IFK provided a strong test, with Fulham matching the intensity of international opposition in a competitive encounter.

“You play a different style of football (when you go abroad). The girls that have played in America at Uni, like Leila (Lister) has been over there and she comes in and brings a different style of football, but playing against those styles of football as well we found that in Finland they were very physical and the technical side of the English game a bit more advanced and that's where we can show what we’ve got. It was good to try and showcase that physicality because going from tier 4 to tier 3 that's going to be one of the big jumps this season.”

A Winning Mentality  

Bradley joined Fulham in the January of 2025 from Watford seeking a fresh start after injury. She was part of both promoted squads and signed her first contract with the club this summer. When asked how the team has been able to sustain such high levels to win two consecutive titles, she notes their consistent attitude, always striving to improve and work hard for each other.

“I think we are really big on looking at things week by week. When I joined it was in the January of the year we won tier 5 and I think we knew that there was still a chance of us slipping but we would go week by week and we knew that if we made sure we focused on us and that week’s game in particular that it would come. It's the same as anything if you are consistent, things come your way. It was the same for tier 4, we knew it would be a big challenge and we set out with good intentions but it hit a point in the season when you think that we can see it now (the title) but we just had to see it through, keep going on and on. 

It will be the same this year, we have made some brilliant signings and we have a brilliant squad but it’s some girls first time in tier 3 and as a club it’s the first time in a long time being in one of the highest leagues so we will take each week as it comes, keep our winning mentality but be aware that there will be some tough challenges there.”

A United Culture 

On the team's togetherness and the special environment created at the South London club, Bradley made it clear that she couldn’t imagine playing anywhere else.

“The club as a whole is unbelievable, I don't think there is one player, myself included, that have looked around other clubs and not come to Fulham once they have met the girls, the staff and the people behind the scenes. It might sound cliche but there is a real family vibe, this holiday we went on at the end of last season, I think at one point there were 18 of us out there on holiday, that's a big number. 

There is a real togetherness and for me personally, I went through a fairly traumatic injury in February and every week one of the girls will check in, staff included, and I’ve never felt out of the loop. The togetherness is really great and the new girls have hopefully found that already which is really important for us.”

Gaffer Steve Jay has been at the helm since 2018, steering the side successfully through two promotions and an advocate for Fulham creating an increasingly professional set up this summer. Going into his 9th season in the dugout, already managing 200 fixtures, Bradley was asked how important his leadership was to the squad in this period of transition.

“Steve is a good guy and that's what we need, not just a manager but someone you can speak to. There is an honesty and transparency from all the coaching staff which is what we want and what we need. He knows the club, he knows his processes and what he wants so his clarity, say you aren't picked for a game, it's communicated well and we know that we are driving towards a common goal, is really important for us.” 

More than Just Football

With the growth of the game there is often a need for women's footballers to be more than just a face on the pitch, they have responsibilities to inspire and support the next generation off it too. As a coach and player, Bradley understood the importance of this dual role.

“I think we probably forget and lose sight of what we are to the next generation just because to us we're playing football on the weekend but we have an important role. I'm a coach for myself and run sessions, group sessions as well. I forget sometimes I just think I'm a coach and then they'll come up to me and they'll start talking about what game I've got on the weekend and ‘oh I saw you at the weekend’ and ‘oh I saw this article’ and I realise that they see me like every week and they know more about me sometimes than I know about me. So it's important that we maintain professionalism but also I think with women's football there's an element of close proximity in a way that they can come up to us at the end of the game and we are right there.”

Fulham play their home games at Motspur Park, a 1,500 capacity ground at their training facility on the edge of Morden. They still have a unique closeness to their young supporters which is often lost further up the women's football pyramid.

“With the men's game, it's a bit further away and even now going into the WSL, it might sound really silly, but the literal proximity of fans to players is a little bit further. So I think in the WSL2, tier 3, tier 4, 5, etcetera you have that connection with fans, especially young girls, that may get lost the higher up you go in the pyramid and in men's football which is nice to keep.” 

Living up to the Legacy 

This isn’t the first time Fulham have reached such heights in the women's game. An early pioneer, Fulham were the first women’s football team to turn full time professional in 2000, fielding a squad that included pioneering England legend Rachel Yankey. In their second professional season they won the quadruple with the Premier League Southern Division, Southern Division Cup, the London County Cup and the FA Cup scoring 342 goals.

Since reforming in 2014, Fulham have competed in a very different women's set up, with clubs every season disrupting the order and increasing investment to compete with the top teams, Bradley was aware of the history but has ambitions to reach their own great heights.

“I think we've seen clubs in tier 3 and the WSL2 that have brilliant backing and have gone on and done amazing things. Newcastle, for example, over the last few years just jumping up the leagues. I believe Fulham has a brilliant pathway and I think the plan in the long term will be hitting those heights again. Obviously, as a club, we've done it before, granted, it was a fair few years ago, but it's not impossible to reach. So 100%. I think the next 5 to 10 years will be very, very exciting for the club.” 

The Challenges to Tier 3

Jade herself understands the challenges posed by tier 3, playing in the Southern Premier Division for Portsmouth before winning it with Watford in 2023, even playing a season in the WSL2 before returning to the FAWNL.

A unique challenge with the division is disparity in both finances and levels of professionalisation. The introduction of contracts moves Fulham into a good place for the future whilst most clubs remain part time, there is the unique challenge when jumping up the tiers for clubs to reach the same heights with different levels of infustructure.

“Physicality is a huge step up but the standard is just increasing generally as well. You'll find that a lot of young players, young dual signings now from WSL teams and WSL2 teams. Also that jump from part-time to full-time is a big jump, we know that there's players that have been playing full-time last season and they're in our league now and whether that changes their understanding tactically or just them as holistic player, this will be the first time for us in the last few seasons where we're facing those type of players week in, week out and it's how we adjust and match that as well. Obviously, we train a good number of times, we train with intensity, but we also are aware there's other teams that are training full time and we need to keep, make sure that we are strong in all our areas of the game as well.”

Starting Strong

With the Southern Premier Division getting underway this weekend, the Cottagers are gearing up for a statement start against newly relegated Portsmouth. 

“I think if anything, we just need to prove to ourselves that we're absolutely in a position to compete. Of course, everyone's excited. That's why you put in the hard yards over the last seven, eight  weeks, and you play the games you play and you do things you don't want to do to be better. But yeah, everyone's excited for this week. But like I said, we're fully aware of the league we're in, but we also are fully aware of what we are capable of. So now I'm excited, the girls are excited, we're ready for it.”

Continuing Consistency Ahead of an Ambitious Season

Jade hasn’t yet experienced a league loss in her time at Fulham. Widely considered as a team that can disrupt in tier 3, this season poses a unique challenge but it's clear that the side aren't getting too ahead of themselves when casting their mind to the end of the season. Keeping focused with their trademark ‘one game at a time’ attitude is what will help them succeed both as a team, and for Bradley individually coming back from injury.

“As a squad, I think the competitiveness, we want to play how we want to play. And yes, we're not naive to think that things don't change and teams are good and we have to change how we play. But there is a want to be consistent and play the Fulham way. And if we can turn around in April and say, we've done that and we've done well with that and we can build on that, then we'll be very, very happy. 

Same for me personally, I had a fairly yuck injury in February but if I can get back and prove the player I am, if not beyond, then I'll be very happy, and I know all the girls would be as well.” 

Getting Behind the Team

The fans will be more important than ever this season, both at their regular home at Motspur Park and select games at Craven Cottage. They lifted their Division One South East trophy on main stadium soil last April in front of a jubilant crowd and will hope to continue their special relationship with the fans as they move even further up the pyramid. Jade wants to get more through the turnstiles this season, attesting to the fans' important role of inspiring the team during tough moments.

“The amount of fans that turn up at Craven Cottage is amazing. If we can get that here at Motspur Park as well, that will be even better. The fans do a lot, you hear them at times you don't think you're going to hear them, you see them at times you don't think you're going to see them. So the more there are, the better it is for us. But we've got a great set of fans. They come week in, week out. But if we can attract more and more, then we'd be delighted if we can get a few more in to see us this season.”

Fulham get their first campaign back in tier 3 underway at Motspur Park against newly relegated Portsmouth this Sunday August the 16th at 2pm. They will then face their first away test against double promotion rivals Real Bedford a week later. Bradley and Fulham will hope to keep their winning streak alive, continue their fine form and hope that new signings, alongside a tight knit environment will be enough to disrupt the order and continue making history for years to come.