Expected Goals

In the WSL this season, 39% of games to date have been played in main stadia - the primary stadium of the men’s first team - compared to a third at the same stage last season.

But what are the motivations, and can you actually make money hosting club women's football in these venues? Maggie has been asking clubs, and will break down the economics - including how much it costs to create and maintain a pitch worthy of professional football, which has very much been in the spotlight.

Matt also looks at player pay disparity following last week’s release of the annual FIFA Benchmarking Report which revealed the average annual salary for a female professional football player globally is £8.5k a year, while the pair answer a listener question about whether (or not) the League Cup in England should be stopped or adapted.

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Formally announced tomorrow, World Sevens is a new women’s club football competition this May that will feature eight clubs from across the world and has a HUGE prize pot believed to be in the seven figures.

Matt and Maggie look at why it's been set up, the incentives to compete, and whether fans will be interested or not.

They also delve into the cross-section of toys, collectables and women’s football following Angel City's big new tie up with Tamogatchi, and answer a listener question about Manchester City women’s recent financial filing, and whether it’s going to get them into hot water over salary caps.

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Last week Maggie and Matt talked about the WPL’s proposal for the top two leagues in English football to increase to 16 teams each, supported by removing relegation from the top two tiers for at least a period of four years. 

In many ways, the proposals have raised more questions than they have answered - so they are on and to fill the gaps.

They also look at how how much it costs to hire and fire a women’s football manager - topical as just two days ago Gareth Taylor was sacked by Manchester City - and tackle a listener question about betting’s role in football; they are all over the men’s game, but should the women’s game treat them differently?

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Without doubt the biggest story in women’s football since last week's episode has been the next step in the WPL’s motion for the top two leagues in English football to become a closed shop.

So Maggie and Matt bring y9ou the inside track and the angles no-one else has talked about yet.

They also look at the new NWSL documentary being launched on Amazon and explore how documentaries around women’s football both have and haven’t helped grow interest in the game, and answer a listener question about the English Football Association’s new Made for this Game campaign “to unlock equal opportunities in football for women and girls”.

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Off the back of last week’s podcast, Maggie and Matt have been told by various sources that WSL team Everton are planning on building a women’s football stadium on the area where Goodison Park currently sits.

So they look at why Everton would do that, and what would it look like. They also cover how the written/print media covers women’s football and whether it’s at risk of wider “reversals” of DEI commitments currently spreading through business and society, and tackle a listener question about the right ownership model in women’s football following an insightful interview last week with Mercury 13 co-CEO Victoire Reynal.

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How big should a women's football stadium be?

Maggie and Matt are on hand to try and give you a definitive answer, off the back of recent comments from Glasgow Rangers’ head of women’s football about building an 8,000 capacity stadium.

They also analyse a record deal for Gotham in the NWSL with personal care brand Dove - and explore what it indicates about the next wave of sponsors in women’s football - and tackle a "listener" question about new Euros Adidas kits. 

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Lee Sanders and Mark Donnelly, the driving forces behind English Championship side Durham, are special guests this week.

Lee has spent much of his life and career as a youth football coach, and was the driving force of establishing Durham Women. He also managed the team for a significant period of its existence, and now serves as the club’s Head of Football.

A former journalist, Mark meanwhile joined the club in 2015 in a part-time role and a decade later, as Operations and Marketing Manager, plays a leading role in the day-to-day running and, critically, growth of the club.

They talk about the commercial set-up of the club, why they have taken investment from local millionaires Patrick and Frances Connolly, and answer your questions about whether they support introducing B teams into the pyramid and a rebranding of the Championship to the WSL2.

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Chelsea signed the best defender to have ever graced women's football, according to Emma Hayes, for a world record transfer fee. Several other high-profile players left the NWSL for Europe. And Chloe Kelly had to take to social media to force a move.

Matt and Maggie explain what the movements from this January’s transfer window tell you about the changing power dynamics across players, leagues and clubs globally.

They also look at the demand for and supply of women’s football in pubs across the UK, and

answer a listener question about whether moves towards giving equal pay to men’s and women’s teams and players is promoting gender equality at the expense of sustainability.

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There's a consultation out from the English Football Association to allow B teams from Women’s Super League and Championship clubs to play in the National League from 2026/27.

Maggie and Matt lay out the pros, cons and likelihood of it happening.

They also look at the third edition of the Deloitte Football Money League for women’s football - what we can learn from it and what it demonstrates about the data gap that still exists in women’s sport - and answer a listener question about what we should be looking at when it comes to Everton’s activities under new ownership.

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Expected Goals is an Unofficial Partner production.

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This week Matt and Maggie discuss the rumpus being caused by news that Celtic and Rangers have been in talks about joining English football, and how that’s related to the WSL potentially becoming a closed league.

They also do a deep-dive into finances in the lower tiers of English football, and answer a listener question about the launch of the Bay Collective, a new multi-club ownership group that will be headed up by Kay Cossington, the English FA’s Women’s Football Technical Lead.

If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable.

Expected Goals is an Unofficial Partner production.

Get in touch by emailing [email protected]

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