Expected Goals

Expected Goals

Unofficial Partner

Expected Goals leads the business conversation for women's football. It is a must-listen for anyone riding the women's football wave - both those investing in it and those who want to understand the dynamics of the business underpinning it.It is hosted by journalist and football business analyst Matt Cutler, best known as the writer, producer and presenter of breakthrough sports business podcast documentary The Pirates vs the Premier League, and Maggie Murphy, one of the leading names in women’s football - the former CEO of Lewes FC and ex-board member of the Barclay's Women’s Super League & Women’s Cham...

How big should a women's football stadium be?

How big should a women's football stadium be?

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. If you're enjoying the podcast, p

Feb 19, • 48:10

How new investors will support Durham's growth plans

How new investors will support Durham's growth plans

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, play

Feb 12, • 52:11

Has the transfer window shifted power from the NWSL to WSL?

Has the transfer window shifted power from the NWSL to WSL?

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

Feb 5, • 49:17

Why having B teams in the pyramid can benefit the Lionesses

Why having B teams in the pyramid can benefit the Lionesses

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

Jan 29, • 55:26

Will Celtic, Rangers and Wrexham soon be in the WSL?

Will Celtic, Rangers and Wrexham soon be in the WSL?

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 enjo

Jan 22, • 51:07

The impact of women's football in EA Sports FC

The impact of women's football in EA Sports FC

Happy New Year and welcome to Season Two of Expected Goals.Because you've not heard from Maggie and Matt since before Christmas, in this first episode of the year they've got short and sharp analysis of all the news from the business of women’s football from the last month. Consider it a cheat sheet to bring you up to speed as you get cracking for 2025. This includes: The English Championship, which will have fans boozing in the stands from next week The NWSL, where Denver have been awarded the

Jan 15, • 52:59

Players or leagues - who's holding the power in women's football?

Players or leagues - who's holding the power in women's football?

This week Matt and Maggie are joined by a special guest, Jonas Baer-Hoffmann, who is the former General Secretary of FIFPro, the representative body for more than 65,000 professional men’s and women’s football players.So it's the perfect chance to answer all your questions on arguably the most important stakeholder in the women's football ecoystem: the players.The podcasts focuses on three areas:The power dynamic between players and clubs, leagues and governing bodies - where does that

Dec 18, 2024 • 55:12

Why should the Championship be re-branded?

Why should the Championship be re-branded?

With reports that the second-tier league in England, the Championship, is set to be rebranded as the WSL2, Maggie and Matt take a look at the rationale behind it, whether branding experts believe it’s a good idea, and what can be learnt from women’s leagues and clubs who have changed their identity.They also give an update on the Independent Review into women’s football chaired by Karen Carney following last week's ITV documentary, and answer a listener question about how fans can use t

Dec 11, 2024 • 47:47

Is the WSL now a stronger league than the NWSL?

Is the WSL now a stronger league than the NWSL?

Are we seeing a popularity and therefore commercial contest developing between the NWSL and WSL? This was suggested in a recent article from Mike Darcey, the former COO of Sky in the UK, who compared the domestic broadcast deals for the two leagues.Maggie and Matt are at hand to analyse.They also look at why almost all the main women's fantasy football platforms are run by unofficial providers and not the official competitions themselves, and answer a listener question about refereeing

Dec 4, 2024 • 49:12

What can football learn from cricket? Live @ Bears Women launch

What can football learn from cricket? Live @ Bears Women launch

This week's episode of Expected Goals was recorded live at Edgbaston, home of Warwickshire County Cricket Club, at the launch of Bears Women on November 20. Bears Women will be one of eight professional women's cricket teams competing in new regional "tier one" competitions from 2025, meaning for the first time, a professional Warwickshire women’s team will compete alongside the men’s.Maggie and Matt took the chance to see what football can learn from the approach Warwickshire are takin

Nov 27, 2024 • 57:39

Will women's football suffer from a Twitter exodus?

Will women's football suffer from a Twitter exodus?

Twitter, now known as X, has played an important role in the promotion and growth of women's football across the last decade. So what would an exodus of accounts and users mean for the game? Matt and Maggie take a detailed look, with the help of a Mary Earps social media case study.They also look at attendances in the Women's Super League and Championship for the weekend just gone, with both leagues playing all games in club's "main stadia" for the first time. If you're enjoying the pod

Nov 20, 2024 • 45:09

Are clubs hosting too many games in "main" stadia?

Are clubs hosting too many games in "main" stadia?

With Arsenal having to move their women’s Champions League game against Bayern Munich at the Emirates to make way for a men’s Carabao Cup game, Matt and Maggie ask the question: are clubs being too ambitious about playing games in “main” stadia?They also look at the pros and cons of bundling and unbundling commercial rights for women's football properties, and answer a fantastic question about how they would spend a hypothetical cheque for £10 million.If you're enjoying the podcast, ple

Nov 13, 2024 • 50:59

How long before Wrexham Women are in the WSL?

How long before Wrexham Women are in the WSL?

Wrexham's Hollywood owners want its women's team to become "the best in the world". But if they are serious about achieving that lofty ambition, it's going to cause some serious headaches at a league, national association and international federation level.Matt and Maggie explain why. They also dissect the new broadcast deal for the Women’s Super League, and look at the women's football strategies released by UEFA and The Football Association - why they’ve been so public, what they're p

Nov 6, 2024 • 51:12

Do clubs really not want to get promoted to the WSL?

Do clubs really not want to get promoted to the WSL?

This week Maggie and Matt are joined this week by their first ever guest, Polly Bancroft.Polly is currently CEO of Grimsby Town - whose men’s team are in League 2, and whose women’s team play regionally in the sixth tier - and spent several years heading up women’s club football at the highest level, including Manchester Utd and Brighton.And they are only taking listener questions, which include how far off clubs are from player trading being a viable revenue stream, and whether clubs i

Oct 30, 2024 • 51:48

Will booze in the stands benefit women's football?

Will booze in the stands benefit women's football?

With the WPL last week saying they are going to test the waters of dropping the booze ban in the Championship, Maggie and Matt look at whether it’s a process driven by revenue or fan growth, and what it might tell us about the audience women’s football in the UK is going after.They also look at why “Hollywood” investors have come in for part-time, third-tier Watford Women, and the best way to structure a team off the pitch - should it be with dedicated football and business staff for th

Oct 23, 2024 • 46:45

The Business of Women's Football Shirts

The Business of Women's Football Shirts

How big is the market for women’s football shirts, and why is it so complicated to buy what you want?Matt and Maggie are here to explain, and answer your questions too. Which include this week whether leagues, teams and players should focus MORE on the personal lives and relationships within women’s football to support growing interest They also raise the question of whether clubs should be inspired by the weekend’s record-breaking attendance at Sunderland - or taking a different strate

Oct 16, 2024 • 47:50

Are this season's WSL attendances worrying?

Are this season's WSL attendances worrying?

This week Maggie and Matt answer your questions on the merits of closed leagues vs promotion/relegation, and a call to make goals smaller for the women's game (!).The also explore whether we should be worried average attendances for the Women's Super League to date are the lowest since 2021/22, and in a world where countries and cities are shying away from hosting major sports events, why women's football tournaments are buckingthe trend.Expected Goals is an Unofficial Partner productio

Oct 9, 2024 • 45:15

Barclays, Wagon Wheels and the Betting Industry

Barclays, Wagon Wheels and the Betting Industry

The first episode of Expected Goals is here! Join Matt and Maggie as they discuss the mechanics of the new Barclays sponsorship renewal and what it means for women’s football in the UK; why there's a lot of noise at the moment coming from the investment groups circling women’s football at the moment; and listener questions on the relationship between women's football and betting, and Chelsea's forced fixture changes.Expected Goals is an Unofficial Partner production.Get in touch by emai

Oct 2, 2024 • 48:31

Expected Goals Trailer - COMING SOON!

Expected Goals Trailer - COMING SOON!

Matt Cutler and Maggie Murphy are delighted to introduce you to Expected Goals - a new podcast to lead the conversation for the business of women's football.Every week they'll bring you an inside track on the stories and decisions being made in one of the fastest-growing areas of sport.They’ll be talking investment, ownership, sponsorship deals, and just how many pies you need to sell on a matchday to cover your striker’s goal bonus. And they will answer any question YOU want to know ab

Sep 26, 2024 • 2:55

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