It is one month since the Women’s Super League was taken over by a new company – and there is a long list of priorities it needs to address.
Women’s Professional Leagues Limited (WPLL) is now in charge of England’s top two tiers after changing hands from the Football Association (FA).
Everything from agreeing a new broadcast deal, to supporting clubs grow commercially, the WPLL has a big task on its hands.
“I still feel we’re at the start of our journey. We are in a transition year,” said chief executive Nikki Doucet.
“There’s a lot we have to do, obviously. Our mission is to create the most distinctive, competitive and entertaining women’s football club competition in the world.”
What are the priorities for WPLL?
The WPLL is still hiring and “in the market” for a head of media rights and head of digital products.
Once the full team is in place, its priorities will include trying to find a sponsor for the Women’s League Cup which kicks off on 2 October.
It also needs to secure a new broadcast rights deal for the 2025-26 season when the current agreement with BBC and Sky Sports expires.
“We have incredible partners right now with BBC and Sky,” said Doucet.
“I think they have made significant investments – but we’re exploring what is right for the next phase.”
Having a dedicated broadcast slot, inviting new sponsors to women’s football and securing more funds for investment are all high on the list.
What issues are slowing things down?
One of the biggest barriers to private investment is convincing club owners there is a successful business model – in short, that they can make money.
Some teams, like WSL champions Chelsea, are actively seeking private investors to buy stakes in the club.
London City Lionesses owner Michele Kang – who also owns Lyon and Washington Spirit – believes in the marketability of women’s football, but there are concerns that not all owners feel the same.
“I think for all the owners, we have to find the ones that believe in the future and see the path that will take more investment,” said Doucet.
“That mindset, and what we need to do for women’s football, might be different to what we have done on the men’s side.”
Doucet insists all WSL and Women’s Championship club owners “believe” in the project because they “signed up” to form the company.
A stumbling block in attracting investment for WSL clubs – all of which currently have Premier League counterparts – is they might have existing sponsorship deals.
For example, shirt sponsors or stadium naming rights are likely off the cards.
Another issue is that the 15:00 Saturday blackout is “not an option” the WSL can currently explore when discussing new broadcast deals.
That issue is compounded by a busy international calendar.
“Everything’s been based on either the TV or revenue. As we’re growing, we have to figure out the right ways to partner,” said Doucet.
“I think figuring out the right stadiums is also really important for the fanbase, and for the clubs.”
Where is the money coming from?
The biggest question is where the WPLL will get its money from.
It has taken out a £20m interest-free loan from the Premier League, and has to meet revenue thresholds to pay it off over a period of time.
“It comes with a co-operative agreement so that means we have access to tap into the best bits of the Premier League,” said Doucet.
“We have a lot of the same shareholders. There can be co-operation about scheduling and shared stadiums.”
The Premier League has a seat on the WPLL board, as does the FA, which also has a special share in the company.
That means the FA “maintain certain rights to share in revenue” gained from the new company, which it says it will reinvest in grassroots women’s football.
But it is significant that the WPLL does not currently have a seat on the FA’s Professional Game Board (PGB).
The Premier League and English Football League (EFL) currently have four seats each on the PGB, representing the men’s game.
It means Doucet’s staff do not have access to funding that the PGB can provide, as well as having a say in their advisory talks with organisations such as Fifa and Uefa on issues regarding scheduling and medical research.