Opportunities for women in the football industry WILL get better

January 2025 marked three years since I became CEO of Women in Football (WIF). ‘Time flies’ may be an over-used cliché, but when I reflect on the progress we have collectively made in that time, it’s perfectly apt.

Over the last twelve months, WIF has gained over 2,100 new members, now totalling more than 10,500 men, women and non-binary representatives across both the men’s, and women’s game. On social media, we witnessed an 11.8% increase in follower numbers during 2024, further underlining the growing interest in our work.

However, vanity metrics are not what drives our team. WIF should continually reflect the needs of our diverse membership and be representative of the society that we live in. WIF’s vision is to work towards a football industry where everyone can thrive and reach their full potential by advocating for and driving gender equality and inclusion. We seek to empower everyone with the knowledge, expertise and support they need.?

On International Women’s Day last year, I said there is no job in football that can’t be done by a woman – and done well. Gender should be no barrier to career progression.

WIF's Corporate Membership programme is specifically designed to make ‘change from within.’ I am particularly proud that at the start of 2025, The Football Association, The Premier League and the English Football League are all committed to working alongside us to become truly ‘gender-inclusive’ employers. In doing so, they join an ever-growing number of football clubs and organisations committed to delivering the same.

During the second half of 2024, ensuring that WIF is prepared and ready for further growth in 2025 became a core focus. I’m not often prone to quoting Einstein, yet his definition of what happens when you do the same thing over and over again, and expect different results, has long stuck with me.

After a?pause for self-reflection, the desire to continuously improve and innovate, and the realisation that WIF is operating in an ever-changing industrial and societal landscape led our thinking as we look to evolve our strategy;

·??????How can WIF ensure it continues to be the ‘go-to voice’ in advocating for, and driving gender equality and inclusion in football?

·??????How can WIF ensure it is and remains a valued collaborator to the football industry?

·??????How does WIF continue to develop an industry-leading membership proposition for people working in the football industry?

·??????How do we grow our revenues to further support our business activities and increase their impact?

At the end of 2024, seeking to help answer these questions, WIF advertised new non-executive director positions and it was incredibly humbling to see the passion shared by so many applicants expressing their desire to join us on the next stage of our journey. Once directors complete the process, successful applicants will join our incredible board and play a pivotal role in shaping our strategic direction, leveraging their expertise and networks to create meaningful change.

WIF’s 2024 annual membership survey showed that 89% of respondents had experienced discrimination in the workplace. 88% of women working in football believe women have to work harder than men to achieve the same recognition and benefits – and 74% of men agree with them. 44% also said that they have witnessed an increase in discriminatory social media posts, with 18% being directly subjected to such abuse.

However, one statistic stood out and drives us every day: 85% of female respondents and 91% of male respondents believe opportunities for women in the football industry will get better.

At Women in Football, we will continue to advocate, lobby, speak up for and represent all the women across the industry who want a better future. #TodayAndEveryDay. There are some very exciting things on the horizon which I look forward to sharing soon.

JOIN US. If you are currently working in or interested in working in football, or looking to expand your professional network, please register here to find out more about becoming a member Women in Football