"She's the Man" - The Future of Football is Female
As a young woman working to carve out my own path in the football industry, I felt it was only fitting to dedicate my first article to the incredible progress women’s football has made in recent years. Watching the sport transform—through record-breaking audiences, the rise of new leagues, and expanded global reach—has been truly inspiring. It’s a time of great opportunity, and I’m excited to share some key moments that highlight this momentum and the shift taking place in women’s football, a journey I’m eager to be part of.
The Global Surge - Record Breaking Attendance & Engagement
In recent years, women’s football has experienced unprecedented growth internationally. The 2023 Women’s World Cup attracted around 2 billion viewers worldwide, a monumental increase from the 2019 tournament. The final, between Spain and England, set a record for Women’s World Cup final attendance with 75,784 spectators at Sydney's Stadium Australia. Broadcast ratings from major networks like BBC and FOX Sports also significantly increased and social media engagement soared during key matches.
At the club level, European leagues such as the Women’s Super League (WSL) in England and Liga F in Spain have shown continuous growth in both attendance and sponsorship deals. For instance, Spain's 2022 El Clásico match between Barcelona and Real Madrid set an all-time attendance record at Camp Nou, with 91,553 spectators, underscoring the expanding reach and influence of women’s football.
Moreover, top-tier sponsorship deals with major brands such as Nike, Visa or Adidas highlight the growing commercial viability of women’s football, further cementing its place on the global stage.
Montreal’s Very Own—Roses FC
On a local level, Montreal made history this year by launching its first-ever professional women’s soccer team, Roses de Montréal. Set to play its inaugural season in 2025, Roses FC is a testament to the growing momentum of women’s football in Quebec and beyond. The club is led by a powerhouse duo, with Annie Larouche as President and Marinette Pichon as Sporting Director — both of whom bring a wealth of experience to the table. This team represents a new chapter in Canadian football, inspiring young women to pursue the sport at the highest level.
I encourage everyone to support Roses FC by following their journey on social media and attending games when they kick off next April. Let’s fill the stands and show that Montreal is ready to embrace and champion women’s professional football!
Pioneers of Change: WomanGoal
One standout initiative shaping the future of women’s football is WomanGoal, a global organization dedicated to talent recruitment, player development, and supporting the professionalization of the sport worldwide. WomanGoal's mission is to elevate women’s football to the level it deserves and provide resources for players, teams, and leagues to thrive.
In October, I had the pleasure of meeting Martina Olivas, CEO and Co-Founder of WomanGoal, at the VDS conference in Valencia. Martina has been a relentless advocate for women’s football, working for years to address issues like equal pay and better access to resources. WomanGoal is paving the way for a more inclusive future in women’s football, and their incredible work is helping the sport reach new heights.
The Road Ahead
Despite remarkable progress, significant challenges remain. Many women’s football teams continue to face funding gaps, inadequate facilities, and unequal pay—obstacles that, in some cases, force professional players to juggle multiple jobs to make ends meet. Yet, the passion of players, advocates, and fans continues to push boundaries, and these recent successes highlight a growing global enthusiasm for the sport.
The journey toward gender equality in football is far from over, but the resilience shown in recent years offers hope. Women’s football is no longer just having a moment—it’s leading a movement. Now is the time to keep the momentum going, demand more, and work together to create a truly level playing field.
I’m inspired by the chance to connect with others who share this vision and continue supporting the sport as it reaches new heights. Let’s keep advocating for the resources, opportunities, and visibility women’s football deserves.
