MSc DEGREE
Women’s Football Management
Managing a modern women’s football club now requires sophisticated strategic leadership as the game’s rapid growth has expanded executive roles, increased investment, and created more complex organisational structures, demanding leaders who can drive both sporting success and commercial sustainability.
To meet these evolving needs, the PFA Business School has introduced the MSc in Women’s Football Club Management, a programme designed to equip future CEOs, COOs, technical directors and sporting directors with advanced, practical expertise in areas such as strategic planning, commercial development, governance and player pathways.
By exploring these subjects in unprecedented depth, the MSc prepares aspiring senior executives to navigate the unique challenges and opportunities of the women’s game, ensuring long-term, sustainable success on and off the pitch.
Co-Director: Emma Hayes
It is my privilege to welcome you to the PFA Business School’s MSc in Women’s Football Management.
Over the past several years, women’s football has become one of the world’s most dynamic and fast-growing sports. This transformation brings incredible opportunities, but it also presents challenges that must be met by an innovative and knowledgeable new generation of leaders.
As Head Coach of the United States Women’s National Team, and formerly Manager of Chelsea Women, I have seen first-hand how decisions made off the pitch shape success on it. Managing a modern women’s football club demands a deep understanding of both the sporting and business sides of the game.
That is why this programme has been created, and why it is led by genuine experts in the field. This MSc in Women’s Football Management is designed to give you the tools, insights and connections needed to thrive in the industry. Whether you aspire to a career in football administration or sports management, this programme will prepare you to make an impact.
Emma Hayes OBE
Co-Director of the Programme, Head Coach of the United States Women’s National Team and Former Manager of Chelsea Women
Co-Director: Rebecca Caplehorn
I am pleased to welcome you to the MSc in Women;s Football Club Management.
Having worked in senior roles within football for many years, including as Director of Football Administration and Governance at Tottenham Hotspur, I have seen first-hand how the game has evolved – and how vital strong leadership, management and governance are to its long-term success.
What sets this course apart is its clear and deliberate focus on the women’s game. There are very few leadership and management programmes within football that engage so directly with the unique context, challenges and opportunities of women’s football. It is therefore fitting that this course is led by figures from across the game who bring real-world, day-to-day experience of working within women’s football clubs. That insight is invaluable, and it is what will make this course so valuable to our students and future leaders.
For players, former players and professionals currently working in the game, this MSc offers an opportunity to build on existing knowledge while developing new skills and perspectives that will support future careers within the industry. It is also a chance to learn alongside like-minded, motivated individuals who share a commitment to driving women’s football forward.
We hope you feel as energised and excited about this programme as we do.
Rebecca Caplehorn
Co-Director of the Programme, Chief Football Officer, Premier League Former Head of Administration and Football Governance, Tottenham Hotspur
Course Objectives and Target Audience
Course Content
Year 1
The Women’s Football Industry
• The Evolution of the Women’s Game (from Professionalisation to Commercialisation)
• Women’s Football Eco-system (USA, UK, Australia – the impact of Globalisation)
• Football institutions and their regulation – inc. Governing & Professional Bodies – FIFA, UEFA, The FA, WSL, The PFA
• The Women’s vs Men’s game – comparisons and relationships (evolution vs revolution)
Ownership Model and Club Structure
The Women’s football club structure – roles and responsibilities (Strategic to Operational)
General management of a Football Club
Stakeholder Management
Governance and corporate responsibility
• Board of Directors
• Governance structures
Understanding the role of a CEO:
• Being a CEO at a Women’s Football Club - What are the key challenges?
Special conference:
Sarah Batters – Managing Director, London City Lionesses
Women’s Football Club - Financial Analysis
• Analysis of accounting information and financial statements
• Unlocking Women’s Football Club Finances: Assessing Financial Health and Performance.
• Revenue Power Plays: Explore income streams from matchday to media rights.
• Cost Control for Success: Learn how salaries, transfers, and operations impact sustainability.
• Resource Management
• Valuing What Matters: Analyse squad worth, facilities, and intellectual property.
• Financial planning of the squad: Build budgets and forecasts for long-term growth.
• Financial fair play
Understanding the role of a CFO:
• Drive the club’s financial strategy and long-term planning to ensure sustainable success.
• Maximize revenue streams and control costs to maintain profitability and competitiveness.
• Oversee governance and compliance, ensuring full alignment with financial regulations and football rules.
• Manage financial risks and lead investment decisions to secure the club’s future growth.
Special conference:
Francesca Whitfield – Director of Finance, Manchester United
• Governance Frameworks in Women’s Football: Principles of good governance and accountability.
• Football Regulatory Compliance: Navigating FIFA, UEFA, and national association rules.
• Legal Risk Identification and Mitigation: Common legal challenges in club operations.
• Contracts and Player Agreements: Managing employment law and transfer regulations.
• Intellectual Property and Brand Protection: Safeguarding club assets and commercial rights.
• Dispute Resolution and Litigation Management: Handling conflicts within the football industry.
Understanding the role of a General Secretary / Head of Legal:
• Ensure Regulatory Compliance: Oversee adherence toFIFA, UEFA, and national football regulations, including licensing and Financial Fair Play.
• Manage Governance Structures: Implement and monitor policies that uphold transparency, accountability, and ethical standards.
• Handle Contracts and Legal Agreements: Draft, review, and negotiate player contracts, sponsorship deals, and commercial partnerships.
• Mitigate Legal Risks: Identify potential legal issues, manage disputes, and ensure the club’s intellectual property and assets are protected.
Special conference:
Edwina Haddeon - Head of Legal at Chelsea
• Marketing and Branding in Women’s Football
• Strategic Marketing Foundations
• Brand Development & Storytelling
• Applied Digital Marketing
• Social Media & Activation plans
• Women’s Football Fan’s & the Matchday Experience
• Communication Strategy
Understanding the role of Director of Marketing and Communication:
• Maximize communication and brand impact.
• Lead fan base growth and reinforce club identity.
• Advance marketing initiatives to strengthen brand visibility and fan engagement across all platforms.
Special Conference:
Ruth Hooper - Chief Marketing Officer at the WSL
• Drive commercial revenue through sponsorships, ticketing, hospitality, merchandising, and facility monetization.
• Leverage player trading as a strategic tool for financial growth and squad development.
• Expand globally with internationalization strategies to attract fans, sponsors, and partnerships.
• Develop new business models to diversify income streams and ensure long-term sustainability.
• Use data analytics to optimize pricing, forecast revenues, and maximize ROI on commercial activities.
Understanding the role of Director of Commercial:
• Maximize commercial revenues through sponsorships, ticketing, hospitality, merchandising, and facility deals.
• Lead international expansion to attract global fans, sponsors, and partnerships.
Special conference:
Zarah Al-Kudcy - Chief Revenue Officer at WSL and former Head of Commercial at Chelsea
• The Strategic Approach to investing in a Women’s Football Club
• Defining Winning Strategies: Frameworks for building competitive advantage in women’s football
• Investing in Women’s Football - Risk Assessment & Contingency Planning
• Acquisition of a Women’s Football Club
• Due Diligence and acquisition contracts
• Building a 5-Year Business Plan: From concept to actionable roadmap for sustainable success
• Investing in Stadium, facilities and academy
Understanding the Role of an Investor:
• Provide Capital and Financial Stability: Ensure the club has the resources to operate, grow, and compete sustainably
• Shape Strategic Direction: Influence long-term vision, business plans, and investment priorities for the club’s success
• Drive Commercial Growth: Support revenue generation through sponsorships, partnerships, and brand development
• Ensure Governance and Compliance: Oversee ethical standards, regulatory adherence, and sound financial management
Special conference:
Kelly Simmons - Sports Consultant and Director of Women in Football Former Director of the Women's Professional Game at The FA.
Year 2
• Designing the Sport Project: Aligning club vision with performance and development goals
• Player Contracts and Transfer Management
• Transfer Market Dynamics: Understanding player valuation and negotiation tactics
• Contract Management: Legal and financial principles in player agreements
• Player Economic Valuation
• Financial management of a player transfer deal
• Agents and Intermediaries role in player transfer
• Transfer Negotiation and Deal-Making
• Strategic squad planning & succession plan
• Remuneration packages and contracts for players and coaches
• Contracts re-negotiation
• Player Loan Agreements
Understanding the role of a Director of Football:
• Define and oversee the club’s sporting project, aligning squad development with long-term strategy
• Lead scouting and recruitment processes to identify and secure top talent
• Manage player transfers and negotiate contracts to optimize squad quality and financial sustainability
• Plan and monitor squad budgets to ensure compliance with financial and performance objectives
Special conference:
Marisa Ewers - Director of Women's Football at Aston Villa
• Managing Football Operations
• Budget Management in an Operations Department
• Reporting to the CEO and Executive Committee
• Coordinating Departments related to Sports Operations Management
• Matchday Operations: Delivering seamless logistics and fan experience
• Medical, physiotherapy and rehab management department
• Technical department & oppositional analysis team
• Human Resources and Talent Management: Building and supporting the workforce behind the club
• The Physical Development/Sport Science Department
• Player Care and Welfare: Ensuring holistic support for athletes on and off the pitch
• Academy Development: Creating pathways for youth talent and future stars
• Community Engagement: Strengthening local ties and social impact initiatives
• Safeguarding and Compliance: Maintaining safety, integrity, and regulatory standards
Understanding the role of a COO:
• Plan and execute matchday operations
• Optimise facility usage and maintenance
• Enhance fan experience through operational excellence
Special conference:
Nathalie Curtis - COO at London City Lionesses
Scouting in Women’s Football
• Technical Scouting in Football
• International Scouting
• Scouting Reporting
• Talent Identification in Football (techniques and different levels / ages)
• Opposition and Performance Analysis
• Applied Examples of Scouting Management in Women’s Football
Understanding the role of the Director of Scouting / Recruiting:
• Oversees scouting of players across domestic and international markets
• Ensures coverage of youth academies, lower leagues, and emerging football regions
• Uses data analytics and live scouting to assess player performance, potential, and suitability
• Builds and supervises a team of scouts worldwide
• Establishes relationships with agents, clubs, and academies to gain early access to talent
• Reviews scouting reports and provides recommendations to the sporting director or head coach
• Balances short-term needs (injury replacements, squad depth) with long-term planning (future stars, succession planning)
• Ensures recruitment decisions are evidence-based, combining qualitative scouting with quantitative data
Special Conference:
Paul Green - Head of Women's Football at Chelsea
• Data Analytics for Decision-Making: Using performance metrics and big data to inform coaching and recruitment strategies
• Modern Coaching Methodologies: Integrating technology and analytics into training and tactical development
• Technical Direction and Squad Architecture: Designing long-term sporting projects and aligning technical goals with club strategy
• Performance Management Systems: Monitoring player development, fitness, and match performance through KPIs
• Technology in Football Operations: Leveraging software and tools for scouting, match analysis, and injury prevention
• Linking Analytics to Competitive Advantage: Translating insights into actionable strategies for winning on the pitch
Understanding the role of the Technical Director / Head of Performance:
• Define and implement the club’s football philosophy and long-term strategy to ensure consistency in playing style and player development
• Lead talent identification and recruitment to align with the club’s sporting vision and development goals
• Manage and develop technical staff and programs to maintain high-performance standards across all teams
• Integrate data and performance analytics into decision making to optimize training, recruitment, and player progress
Special conference:
Hope Powell CBE - Women's Technical Director at Birmingham City
• Governance and organisational structures
• Competition structures and scheduling
• Player administration and welfare
• Financial models and commercial development
• Regulatory frameworks
• Strategic development and long-term planning
Special conference:
Emma Hayes OBE - Head Coach of the United States Women's National Team and former Manager of Chelsea Women
• Career Pathways in Women’s Football
• Leadership in Women’s Football
• Women’s Football Club (Exposure to Roles Associated with each module) - eight meetings with the eight different roles
• Different roles - Skills Gap Analysis
• Professional Development Plan (PDP)
• Personal Branding and Networking and Relationship Management
• Leadership Development
• Strategic Career Planning
• Professional Project Development
• Transitioning from the pitch to an administrative role
Special conference:
Casey Stoney MBE - Head Coach of the Canada Women's Soccer Team
Course Delivery
Course Length
Two academic years - nine months per year
Language
This course is taught in English
Schedule
Part-time over two academic years, starting in September
One virtual session per week in the evenings - (Mondays - 17.30 to 19.30 UK time) *subject to change
One face-to-face day every two months (virtual attendance available)
Location
PFA London and Manchester for face-to-face sessions
Virtual sessions on the PFA Virtual Campus
Accreditation
On completion students will receive an MSc in Women’s Football Club Management awarded by the University of Portsmouth in collaboration with the PFA Business School.
Fees & Grants
£5,900 plus VAT per academic year. This is a two-year course.
Current and former PFA members can apply for a grant of £2,000 plus VAT. PFA Business School Alumni and Professionals in football clubs who are not PFA Members receive a discount off 15% off the full annual course fee.
