Stepping up the game: Women’s Professional Leagues Limited becomes new owner of Barclays Women’s Super League and Championship

United Kingdom

On 15 August 2024, The Football Association (the “FA”) formally announced that the temporarily named Women’s Professional Leagues Limited (“WPLL”) would be handed legal ownership of the Barclays Women’s Super League (the “WSL”) and Barclays Women’s Championship (the “Championship”). This transition marks a significant shift in the governance and management of the top tiers of women's football in England, with each participating club now acting as a shareholder in the newly formed independent company.

Background

The WSL and Championship have experienced substantial growth in recent years, both in terms of viewership and commercial interest, which in turn have led to higher revenue for the women’s game. According to the Deloitte Annual Review of Football Finance, WSL clubs have reported significant financial growth, highlighting the increasing commercial viability of women's football. Deloitte’s analysis shows that the combined revenue of WSL clubs has more than doubled in the last four years, from £20 million in the 2020/21 season to a projected £52 million in the 2023/24 season, with expectations to reach £68 million by 2024/25.

Established in 2010, the WSL has progressively become the top tier of women’s football in England, attracting top talent from around the world and increasing its fanbase. The Championship, serving as the second tier, has also seen significant improvements in the quality of play and organisational support. Despite these advancements, the leagues have both faced challenges which have impacted their ability to grow, such as inconsistent funding, limited media coverage, and the need for better infrastructure. The demand for a dedicated body to oversee the league’s operations and commercial strategies has been increasingly evident. The formation of WPLL addresses this need, providing a focused approach to the development and promotion of women’s football. By centralising governance and commercial efforts, WPLL aims to create a more stable and prosperous environment for the sport.

The Transition to WPLL: What’s Changed?

Before the FA’s announcement this summer, it was in November 2023 that the FA reported Nikki Doucet’s appointment as CEO of WPLL (at the time simply known as “NewCo”), following her tenure as CEO of the WSL and the Championship. WPLL is being steered by an all-female executive team, including Nikki Doucet, alongside Holly Murdoch (Chief Operations Officer), Ruth Hooper (Chief Marketing Officer), Mirelle van Rijbroek (Chief Football Officer) and Zarah Al-Kudcy (Chief Revenue Officer). 

Further, the Premier League has extended a £20 million interest-free loan to the WPLL to support its development and assist with initial expenses. In return, the Premier League will hold a seat on the WPLL board until the loan has been repaid. The Premier Leage will also provide support in broadcasting, commercial activities and football operations, helping the WPLL to remain focused on sustainable growth rather than short term revenue.

The FA will also have a seat on the WPLL board and a “special share” in the new company, with the rights to shares in future revenues under certain conditions. The remaining shareholders will be all 23 clubs (12 in the WSL and 11 in the Championship) granting them direct influence over the future of women’s football. This new governance regime is designed to boost clubs’ roles and independence in decision-making, with the objective of supporting continuous growth, financial stability, and competitive progress.

Regulatory Considerations: The FA’s Role

The FA recognised the need for a dedicated body that could provide undivided attention to the unique challenges and opportunities within women's football.

Transferring governance to WPLL is expected to bring a more strategic approach to the management of the WSL and Championship, ensuring that they receive the necessary resources and expertise to thrive. Mark Bullingham, the FA Chief Executive, expressed his support for this move, stating, “Now is the opportunity for Nikki [CEO of WPLL] to lead the next phase of growth, with an independent company purely focused on women’s professional football … she and the team will take the leagues to new heights and we look forward to supporting them on this exciting journey.”

The FA will continue to play a crucial regulatory role in the governance on women’s professional football. Despite the transition to a club-driven model under WPLL, the FA will oversee key aspects such as competition integrity, governance and on-field regulations. This aims to ensure that the WSL and Championship maintain high standards of fairness and professionalism. The FA sees its ongoing involvement as essential to uphold the sport’s values and ensure that the growth of women’s football is sustainable and inclusive.

A New Era for Women’s Football

The takeover of the WSL and Championship by WPLL represents a significant milestone in the evolution of women’s football. With clubs now as shareholders in this new framework and the Premier League providing financial support, WPLL is strategically positioned to drive forward the commercial, operational, and sporting advancements of the women’s game.

As women’s football gains more prominence and attracts increased investment, this new era promises improved opportunities for players, fans and clubs. Supported by a club-led structure along with the backing of the FA and key stakeholders, WPLL is set to foster sustainable growth and maintain the competitiveness of women’s football on the global stage.

Co-authored by Florentina Terholli, trainee solicitor at CMS