The Barclays Women’s Super League and Women’s Championship are poised to enter a new chapter as they come under the control of Women's Professional Leagues Limited (WPLL). This transition marks a significant shift in the landscape of women’s football, bringing with it a fresh perspective and a renewed focus on growth and sustainability.
Who are WPLL?
WPLL, formerly known as NewCo, is an all-female executive leadership team spearheaded by former Nike director Nikki Doucet. This dynamic team is set to redefine women’s football in England. The executive lineup includes Holly Murdoch as Chief Operations Officer, Ruth Hooper as Interim Chief Marketing Officer, Mirelle Van Rijbroek as Chief Football Officer, and Zarah Al-Kudcy as Chief Revenue Officer. Each member brings a wealth of experience and a deep commitment to elevating women’s football to new heights.
Board of Directors
The board overseeing WPLL features influential figures and organisations committed to the sport’s advancement. It includes representatives from The FA and the Premier League, along with notable individuals like Dawn Airey (Chair), who has been a guiding force in overseeing the leagues since 2019, Sean Cornwell, former CEO of Immediate Media, Maria Raga Frances, former CEO of Depop, and Malcolm Kpedekpo, an ex-professional footballer and non-executive director of the Scottish Football Association.
Strategic Changes
Under the leadership of Nikki Doucet, WPLL will now have complete autonomy over the Women’s Super League and the Women’s Championship, independent of the Football Association (FA). This independence will enable WPLL to innovate league structures, invest in advanced technologies, enhance officiating standards, and implement necessary rule changes. Moreover, clubs within the Women’s Super League will gain a stake in WPLL, fostering a collaborative and inclusive governance model.
The Premier League’s backing is evident through a £20 million interest-free loan, with additional support in broadcasting, commercial ventures, and football operations. While the Premier League holds a temporary seat on the board until the loan is repaid, the FA retains a special share that entitles it to a portion of revenue, reinvested in grassroots women’s and girls' football projects.
WPLL is “fiercely committed to building on this momentum [within women’s football] by creating a thriving landscape that prioritises the welfare and development of players, fosters a vibrant fan community, and nurtures the sport's growth.”
Dedication to Women’s Football
WPLL stands as the first independent entity in England solely dedicated to advancing women’s football. This singular focus ensures a comprehensive approach to the sport's development, aiming to deliver excellence on and off the pitch and cultivate a thriving community around the game.
Building a Foundation for Growth
WPLL is set on establishing a robust framework to ensure the long-term sustainability of women’s professional football. By investing in infrastructure and resources ahead of revenue, the organisation is laying the groundwork for a transformative journey. Strong, transparent, and accountable governance is a cornerstone of WPLL’s strategy, ensuring integrity in all operations.
Developing a Progressive Company Culture
Embracing a start-up mentality, WPLL fosters a culture of innovation and continuous learning. By adopting a test-and-learn approach, the organisation aims to push boundaries and set ambitious goals, striving to become the global leader in women’s football.
Collaboration with Stakeholders
Recognising the collective effort required for success, WPLL will work closely with clubs, players, coaches, referees, fans, broadcasters, commercial partners, governing bodies, and leagues. By developing comprehensive strategies in collaboration with these groups, WPLL aims to drive innovation and ensure the sport’s growth and sustainability.
This takeover by WPLL heralds a new era for women’s football in England, filled with potential and promise. With a dedicated team and a clear vision, the future of the Women’s Super League and Women’s Championship looks brighter than ever.
References
Veevers, N. (2024) Statement: Women’s Professional Leagues Limited, Womens Leagues and Competitions. Available at: https://womensleagues.thefa.com/statement-womens-professional-leagues-limited/ (Accessed: 15 August 2024).
Millington, A. (2024) WSL and Women’s Championship takeover: Deal complete for club-owned body to replace FA, BBC Sport. Available at: https://www.bbc.co.uk/sport/football/articles/cq5dz0w549go (Accessed: 15 August 2024).
All-female leadership team takes control of WSL and women’s championship (2024) The Guardian. Available at https://www.theguardian.com/football/article/2024/aug/15/all-female-leadership-team-announced-for-wsl-and-womens-championship (Accessed: 15 August 2024).
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