‘We don’t follow the men’: Next steps for evolution of WSL

“To create the most distinctive, competitive and entertaining women’s football club competition in the world.”

That is Nikki Doucet’s bold goal as a new era of women’s football in England gets under way.

Doucet is chief executive of Women’s Professional Leagues Ltd, which has taken control of the Women’s Super League and Championship after the transferring of ownership from the Football Association.

All 23 clubs in the WSL and Championship are shareholders in this new independent organisation and will work with WPLL to “drive innovation and progress”.

So how is this achieved? Ahead of the 2024-25 WSL season-opener next Friday, Telegraph Sport talked to players, managers and administrators to get their views on key topics…

New era

Are the players excited about a fresh iteration of the league? Lucy Bronze, who has returned to the WSL with Chelsea, hopes to see a unique approach to taking the women’s game forward but warned that change will take time.

“I don’t think we can expect things to change overnight,” said the England defender. “That’s not what this game is about. It’s about the longevity, making sure we do the right steps and we’re going to make our own patterns as well. We don’t follow what the men do or what other sports do, we take the best things and we want to make it our own.”

Arsenal captain and WSL veteran Kim Little wants to see improvements in standards across the league, saying: “I think there are a lot of things that can be developed and improved, especially from a minimum-standard point of view from all clubs.

“We’ve obviously got great facilities, staffing at Arsenal because of the infrastructure and foundations that we have there, from the history of the club. That’s important – maybe not every club can reach that level but that there is an increase in the staffing and what the players need.

“In Karen Carney’s review [commissioned by the Government and released last year] there’s a really important point, which is to make sure everything’s in place so that players can thrive and reach their potential and have the best possible transformation.”

Fan experience

As the women’s game grows, the relationship between fans and players is sure to change. A recent example is Chelsea stopping players from signing autographs and taking selfies with supporters at Kingsmeadow because of safety concerns.

It is a decision which has split opinion, with Bronze saying it is for the safety of fans as well as players. She added: “Where the game is at the minute, not every facility is ready for this volume of fans.

“At the end of the day, you can’t speak to every single fan. And we still have those interactions with fans – although I might not be signing autographs, we still get to see them and that’s what I enjoy, hearing them chant on the pitch, we feel and hear that from the fans.”

Tottenham manager Robert Vilahamn is keen to maintain fan interactions at his team’s matches, saying: “You don’t always need to look at the men’s game and what they are doing. We can find our way.

“I feel like Chelsea is trying something now to protect the players, and I respect that as well. But we don’t need to just take one decision. We can find a way to make sure we grow with the fans, because we need to make sure we keep those wonderful fans that want to have these photos or the signings. We need to have them close because they’re going to grow with us.”

Doucet promised “a distinctive brand of football” and “new things” for fans at games; she referenced a local dance troupe performing at half-time during Sunday’s Championship match between London City Lionesses and Newcastle.

The CEO wants the women’s game to have a community feel and its own brand, distinct from the men’s. Every element of the fan experience – from food choices at matches to merchandise options – will be considered.

There is also a continual push for teams to play in their club’s main stadiums. West Ham’s women’s team last played at the London Stadium five years ago, but are aiming to do so again, with manager Rehanne Skinner saying: “The board have been clear that it is something that must be a priority.”

Investors

The Premier League has backed WPLL with a £20 million interest-free loan in a deal to accelerate the sport’s commercial development. Doucet said the loan comes with a “cooperation agreement”, which means WPLL will work with the Premier League on issues such as scheduling and stadiums.

The company is looking for more investors and partners who are willing to take a risk and “invest ahead of revenue”. Doucet said: “To invest in the women’s game today based on where we are in the phase of maturity of the business is a different type of capital and risk profile than investing in the men’s game today.

“We have to find the investors over here that believe in the concept of community, of purpose, of a growth story that is built on business metrics going forward, but has the ability to invest ahead of revenue.

“Our biggest challenge is a revenue challenge, not necessarily a cost challenge. To be a professional club, to provide the right infrastructure, costs money.”

Broadcast rights

The WSL will be shown on Sky Sports and the BBC this season, with Doucet confirming that broadcast rights for the 2025-26 season are currently on the market, as is sponsorship for the Women’s League Cup.

She said: “The sooner the better… we have incredible partners right now with BBC and Sky, I think they’ve made significant investments – but we’re exploring what is right for the next phase.”

Doucet played down any concerns of the League Cup not yet having a sponsor, insisting it is about “what the right partner is for that property”.