Unleashing the Potential: Women's Football on the Verge of a Billion-Pound Revolution, Reveals Independent Review Chair Karen Carney

The chair of a new independent review suggests that women's football has the potential to become a billion-pound industry in the next decade with the proper investment. Former England international Karen Carney, leading the review panel, emphasizes the need for comprehensive reforms at both the elite and grassroots levels of domestic football to maximize the benefits of the Lionesses' success at the Euros last year.

Among the key calls in the review to grow the women's game published a week before the start of the Women's World Cup are:

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Former England international Karen Carneyled the review into the women's domestic game

Carney acknowledges that several of the initiatives outlined in the review will necessitate substantial financial resources. She states, "Women's football can be considered a fledgling enterprise. To successfully launch a venture, a considerable influx of funds is imperative. I genuinely believe that in a decade's time, this sport has the potential to evolve into a billion-pound industry."

"But these standards and these requirements for investment are the foundation that will lead us to that point.

"I really do think we can make that (investment) back."

Minimum standards must be set across the game

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Chelsea duo Millie Bright and Sam Kerr celebrate with the WSL trophy

Carney emphasized that the goal of the review was to establish universal standards throughout the entirety of the game. Despite the substantial financial consequences for clubs and the FA specifically, she stressed that ignoring this issue was not a viable option for anyone involved in the sport.

"I need to be absolutely certain that these recommendations are promptly put into action," she asserted. "They cannot simply gather dust on a shelf; they must hold value and meaning."

"I am opposed to having players rely on the NHS for injury treatment. Similarly, I do not support the idea of players using bin bags as curtains.

"I acknowledge that there might be resistance to this idea, with people arguing that it would require a significant investment. However, I firmly believe that such measures are necessary at this time."

"When the WSL was launched in 2011, similar conversations arose, with individuals expressing concerns about the significant financial investment required.

"Indeed, even I shared those reservations initially. However, those discussions have brought us to where we are today, and now as we have made progress, it is imperative that we strive to reach the next level."

A review of women's football, which was recommended in the 2021 fan-led review of football governance, was commissioned by the Government in September of last year. The report, titled 'Raising The Bar: Reframing the opportunity in women's football', consists of 128 pages and offers 10 recommendations. The main emphasis of these recommendations is to ensure that minimum standards are adhered to in various aspects.

Professionalise the Championship alongside the WSL

Among the suggestions made, a cutting-edge initiative is proposed to establish a groundbreaking research unit solely dedicated to investigating matters impacting female footballers. Crucially, this unit would receive financial support from the esteemed Football Association. One of the focal points of this research would be the disproportionate occurrence of anterior cruciate ligament (ACL) injuries among women compared to their male counterparts.

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Carney's review suggests the complete professionalization of the Women's Championship and WSL. It proposes establishing a fully professional environment in the top two tiers of women's football, which includes implementing a minimum salary in the Women's Super League by 2025-26 and increasing the contact time between clubs and players in the Championship from eight hours per week to 20 by 2027-28.

There should also be complete union representation for all players in the top two divisions. Nonetheless, the notion of adopting a US-style closed format for the top two tiers was rejected. This idea was being contemplated by an FA working group responsible for overseeing the transfer of ownership of the WSL and Championship to a new company.

The review suggests redirecting a portion of the £20m men's FA Cup prize money towards a solidarity contribution to support Women's Championship clubs in meeting the minimum standards outlined in the review. It emphasizes the inadequate investment in talent development, prompting Carney to emphasize the importance of initiating progress through a strategic partnership.

Carney stated that the decision to include organizations like the Saudi Public Investment Fund in the new company that will assume ownership of the WSL and Championship from 2024-25 would be made by the company itself.

Although Carney acknowledged that there are advantages and disadvantages to attempting to exempt women's football from the Saturday afternoon blackout period, she emphasized the importance of stakeholders engaging in a mature discussion on how to support women's football.

The time slots are currently oversaturated and not effective. Kudos to the Premier League and the EFL for their remarkable support. Additionally, the review urged the FA to tackle the issue of diversity in the game through workforce auditing and the establishment of a workforce strategy.

'Women's football has huge potential' | What have they said?

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Katie Zelem battles for possession with Shanice van de Sanden

Culture Secretary Lucy Frazer expressed her gratitude to Carney and her team of experts for their diligent efforts in creating a significant review. Following the exhilaration of the Lionesses winning the Women's EURO 2022 championship last summer, and with the Women's World Cup just around the corner, this marks a pivotal moment for women's sports.

"Women's football holds immense potential for enhancing the lives of women and girls, providing them with a unique and inclusive sports environment that can cater to fans. All individuals engaged in the sport should carefully consider the suggestions presented in this report and contribute towards elevating the game to new heights."

Karen Carney's report presents a courageous, ambitious, and detailed blueprint for the future of women's football, with a key emphasis on prioritizing the players. Karen and her team have not shied away from tackling difficult questions, ensuring that they actively seek the input of current and former players. These insights are crucial in gaining a genuine understanding of the challenges and realities faced by women in the sport.

We take pride in the fact that WSL players are members of the PFA and have access to the range of services and independent support we offer. The report proposes that union representation for players in both the WSL and the Women's Championship should now be fully and comprehensively funded by the Football Association, aligning with other countries where proper Collective Bargaining Agreements between players and governing bodies are in place. This significant advancement, coupled with the recommendation for the Women's Championship to become fully professional, will enable us to enhance and expand the services we provide to players.

PFA Women's Football EDI Executive Fern Whelan emphasized the significance of the Review's findings, which underscore the pressing need to address the lack of diversity in the women's game. As someone actively involved in the PFA, I have been dedicated to tackling this issue head-on. It is evident to everyone that women's football lacks proper representation, and it is crucial to acknowledge that this is not intentional, nor should it be a cause for defensiveness within the sport. Recognizing the problem, we have already initiated some measures, but it is imperative that we intensify our efforts.

What happens next?

Carney, a former Lioness, was chosen by the Government in September to lead a review aimed at suggesting improvements for the women's domestic game. The Government will now assess the review's 10 main recommendations and provide a response in the autumn.

The accomplishments of the Lionesses and the expansion of the WSL present a significant opportunity to prioritize the players and foster inclusivity and diversity in women's football. However, there is still much progress to be made in order to fulfill the 10 key recommendations outlined in Carney's review of domestic football.

Carney believes that all 10 recommendations are crucial for a sustainable future, with professionalizing both the Women's Elite Leagues, the Championship and the WSL being the most significant, according to Carney's conversation with We News.

In order to achieve these recommendations, it is necessary to establish and fulfill "minimum standards" within the women's game. Carney mentioned specific examples, such as players having to use bin bags as privacy curtains while changing, and emphasized the importance of offering standardized maternity conditions. The review proposes that the FA financially support comprehensive and formalized union representation for players in both the Women's Super League and the Women's Championship. Currently, union representation through the PFA exists in the men's game and is considered a crucial platform for players to express their concerns.

After consulting with current and former players, Carney discovered that many of them felt marginalized and treated as secondary to the men's game. The issue of funding disparities between boys and girls also arose, with boys' academies receiving £88m compared to girls' receiving £3.25m. This inequality needed to be addressed. The Review acknowledged the existence of gender bias, particularly in areas such as pay and prize money. In the Women's Super League (WSL), the average salary ranged from £25,000 to £28,000, while in the Championship, the lowest salaries were a mere £4000, forcing players to seek additional employment. There were also notable discrepancies in medical care between the two leagues, with some players relying on NHS support rather than receiving it through their clubs.

The word "investment" was mentioned 92 times in the Report, with Carney emphasizing the need to view women's domestic football as a potential "start-up" business. By investing now, the industry could grow to become a billion-pound enterprise, yielding returns in the future, just like any other business venture.

Men's football is expected to have an Independent Regulator in the next two years. However, Carney's Review has different views on whether this Regulator should also oversee the women's game. The Review suggests that while regulation is necessary for the women's game, it is best for the newly formed organization 'NewCo' to self-regulate at this moment. Carney does not completely rule out the possibility of a Regulator in the future, but she believes that NewCo should operate within a regulatory framework without oversight from an Independent body.

Additionally, the Review addresses concerns regarding the promotion and marketing of the game. It highlights that the current broadcast slots for the Women's Super League (WSL) are not conducive to game growth or fan engagement. Many WSL matches currently start at 11:30 am and 6:45 pm, causing confusion for fans. Carney emphasizes the need for clearer and more suitable kick-off times, allowing fans to know when and where they can watch or attend games.

Furthermore, Carney expresses her view on Article 48, which protects and prohibits the broadcast of football matches in the UK at 3 pm on a Saturday afternoon. She believes that this article should not be revoked due to potential complications it may cause. However, she urges stakeholders to collaborate and explore informal agreements regarding the broadcasting of games, including discussions on the 3 pm Saturday slot.