Women in Football ‘Be Inspired’ Conference 2026
Yesterday, our very own Sophie and Jodie traded MatchFit HQ for our favourite office – Wembley Stadium, and spent the day at the Women in Football 'Be Inspired' Conference. The event marked Women in Football’s 20th anniversary and brought together women and male allies from across the footballing landscape to discuss everything from breaking into the industry, using the platform of football to tackle wider cultural issues, lessons in leadership and where the game is headed next.
The day was packed with incredible voices from the world of football, from England & Arsenal star Alessia Russo MBE, to the man at the helm of Brighton & Hove Albion, Paul Barber OBE and FIFA’s Chief Football Officer, Jill Ellis.
Our team came back armed with plenty of ideas. Here are the six takeaways that stuck with them most:
- Sponsorship is no longer just about visibility but real engagement: Brand investment in the women's game is maturing. It's no longer just about eyeballs and awareness, brands are investing because they see genuine fan engagement and this is the real growth opportunity.
- Build strategically, not reactively: The growth of the women’s game creates huge potential, but sustainable growth requires investment in the foundations e.g. infrastructure, coaching, education and talent. We need to build for where the game is going, not just respond to where it is today.
- Inclusion means shaping the agenda, not just being in the room: A seat at the table isn't the same as a voice in the room. Real inclusion is being able to shape the agenda and seeing your contributions actually acted on, not just being given the opportunity to observe.
- Use data to create new pathways: Data can help us identify untapped talent, audiences and opportunities beyond traditional routes into football. It can help us not just optimise the game we have but create the game we want to build.
- Values have to be lived: This might sound trite but it’s true – values only work when they come from the team, not the top, and are relatable to everybody involved - from the matchday parking attendant up to the boardroom. It’s a question all organisations should be asking themselves – can we live our values day-to-day or are they just words on a wall?
- Think beyond football’s traditional boundaries: Football is increasingly global, with audiences, talent and ideas coming from places beyond the structures we have traditionally looked to. The opportunity is to use technology, data and new perspectives to connect with audiences and possibilities we haven’t reached before.