Women in football: breaking barriers, creating opportunities

SFS24 highlighted the role of women in the Football Industry, making it one of the key topics discussed on the Global Stage during the first day of the event. A panel titled “More Women in Football: The Growth and Opportunities for Women’s Football” explored this theme. Moderated by Owen Blachurst, Head of Brand Extensions at FootballCo, the panel featured Budreya Faisal, President of Banaat FC, Morgan Brennan, Head of UK and Europe at INDIVISA, and Zoe Johnson, Managing Director of Brighton.

Women’s football is growing rapidly, becoming a significant driver of development and participation. Johnson pointed to several successful examples from the English league, highlighting the progressive attitude adopted by clubs and the general interest in this emerging trend. A similar, though politically different, approach is being seen in the Middle East. Founded in 2004, Banaat FC has revolutionized the regional landscape, attracting investment and securing important partnerships with companies like Nike. Both directors emphasized the shared goal of creating stadiums and experiential products that appeal equally to male and female audiences.

Brennan also echoed this view, reflecting on her experiences in Australia, her homeland. “In Australia, we’re still too focused on male sports. But football isn’t the number one sport, unlike cricket, which has had the chance to grow. Professional female footballers can share their stories with the public and create moments of connection with fans, real people”.

The final part of the panel discussed social media management. Two main approaches were shared: Faisal explained that, although social media isn’t legal in many Middle Eastern countries, there is often an obligation for female footballers to post regularly. The aim, she said, is to make players true community stars through fun yet professional content. On the other hand, Brighton has hired agencies to protect athletes from potential social media abuse. Educating athletes on social media use is crucial, including advising on actions that benefit the brand.

So, what are the biggest obstacles? For Faisal, it’s receiving local support rather than from international organizations. Additionally, making facilities more accessible is a key challenge. In England, the recruitment of players remains more complicated than expected. Brennan, however, stresses the importance of actively seeking opportunities, rather than waiting for them.

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