Better numbers off the pitch mean better numbers on the pitch

The world of sports has long been a stage for passion, talent, and competition, yet its business side often remains inaccessible to many—especially women. While strides have been made in on-field representation, the off-field arena, where entrepreneurship and decision-making shape the industry, still lacks gender balance.

To achieve a truly equitable and accessible sports ecosystem, we need more female entrepreneurs driving innovation, creating opportunities, and reimagining the industry’s potential. This perspective was powerfully echoed in the recent partnership between  Women in Football (WiF) and Xero, which is highlighting the pivotal role of women in transforming the business of sports. Watch their newly released video on the partnership below:

A broader vision for inclusion and holistic growth

Female entrepreneurs bring unique perspectives to the sports business, often prioritizing inclusivity and access. Their leadership can ensure that the industry moves beyond traditional norms to address the needs of underrepresented communities—whether that means creating platforms for women athletes, amplifying diverse voices, or building ecosystems that embrace real equality.

The business of sports is not just about big-name clubs and leagues. It encompasses everything from grassroots organizations to fan engagement platforms and sports tech startups. Without having adequate female representation in the football business arena- the whole football eco-system will continue to be unequal. The sports business has traditionally been dominated by male-led enterprises, which often perpetuate outdated structures and biases. Female entrepreneurs bring fresh perspectives, innovation, and a willingness to challenge the status quo, paving the way for a more dynamic and equitable sports industry whose profits can then be reinvested into  their communities. In football, this translates into reinvestment in local clubs, youth programs, and opportunities for women and girls to participate in the industry—on and off the field.

Barriers to Entry for Women

Despite their potential, women entrepreneurs in sports face significant hurdles:

• Limited Access to Funding: Female-founded businesses often receive a fraction of the investment compared to male-founded ones.
• Lack of Representation: Women remain underrepresented in sports leadership roles, making it harder for aspiring entrepreneurs to find mentors or networks.
• Cultural Bias: The perception that sports entrepreneurship is a "man's game" persists, discouraging women from entering the field.

In 2023, Xero partnered with Women in Football to address some of these barriers ad create the entrepreneur mentorship program.

This is a call to action for the football industry. To support more female entrepreneurs in sports, we must address these barriers through:

• Targeted Funding and Support Programs: Initiatives like Xero’s collaboration with WiF are crucial for providing women with financial tools, mentorship, and exposure.
• Policy and Structural Reforms: Sports organizations and governing bodies must actively prioritize diversity in leadership and procurement processes.
• Celebrating Role Models: Highlighting successful female entrepreneurs in sports inspires others to follow in their footsteps, creating a ripple effect across the industry.

Watch the video and visit Xero to read more about and to follow this exciting collaboration.