The Player-First Revolution: How Women’s Football is Redefining Club Ownership
Forget incremental growth. Investment in women’s football isn’t just increasing – it’s undergoing a fundamental shift in philosophy. Former New Zealand captain Bex Smith’s acquisition of Montpellier, through her multi-club ownership group Crux Sports, isn’t simply another team purchase; it’s a declaration. It signals a move towards a player-centric model, one built by those who’ve lived the realities of the women’s game, and it’s poised to reshape the landscape of professional women’s clubs globally.
From the Pitch to the Boardroom: A New Breed of Owner
Smith’s journey is emblematic of a growing trend. Driven by a desire to create the environments she wished existed during her playing career, she’s leveraging her experience and a network of influential investors – including USWNT legend Julie Foudy, former Netflix VP Cindy Holland, and data analytics pioneer Ted Knutson – to build a different kind of football organization. This isn’t about wealthy individuals adding a women’s team to an existing portfolio; it’s about building clubs from the ground up, with the player experience as the core principle. This approach, often referred to as multi-club ownership, is rapidly gaining traction.
The Player-Centric Model: Addressing Systemic Shortfalls
Smith identifies a critical gap in the current system: a disconnect between investment and tangible player benefits. Too often, she argues, clubs excel in certain areas – marketing, commercial deals – while neglecting the foundational needs of their athletes. “Players always say it’s the same issue: ‘We don’t have enough resources. It could be so much better. It could be so much bigger,’” Smith noted in a recent interview. Crux Sports aims to rectify this by prioritizing player welfare, resources, and visibility, believing that a thriving team is built from a foundation of supported athletes. This focus on player welfare is a key differentiator.
France as a Launchpad: Why Montpellier and Why Now?
Montpellier, despite its recent struggles on the pitch, presented a unique opportunity. Smith highlighted the club’s “Barcelona-quality pitches” as a starting point, but the decision extends beyond facilities. The French league, the Division 1 Féminine, is experiencing a surge in investment, attracting attention from global investors. This influx of capital creates a fertile ground for growth, but also intensifies competition. The appointment of Paul Bouffard, known for his successful turnaround of Bordeaux’s women’s team, demonstrates Crux Sports’ commitment to local expertise and sustainable development.
The Multi-Club Landscape: A Growing Trend
Crux Sports isn’t alone in this venture. American businesswoman Michele Kang’s acquisition of OL Lyon, Washington Spirit, and London City, and Mercury13’s investment in Bristol City, signal a broader trend towards multi-club ownership in the women’s game. Smith acknowledges the increasing competition but believes Crux Sports’ player-first philosophy will set it apart. The speed at which these deals are happening – Smith anticipates closing on a second club as early as next year, with a third potentially following in the fall – underscores the urgency and opportunity in this rapidly evolving market. This rapid expansion is fueled by the increasing revenue of women’s football worldwide.
Beyond Montpellier: The Future of Women’s Club Ownership
The success of Crux Sports, and similar ventures, will hinge on their ability to scale their model effectively. Smith’s emphasis on a measured approach – “we want to do it right, that we spend the time that we need to” – is crucial. The key will be replicating the player-centric ethos across multiple clubs, leveraging data-driven insights (thanks to investors like StatsBomb’s Ted Knutson) and building strong local partnerships. The future of women’s club football isn’t just about money; it’s about building sustainable ecosystems that prioritize the athletes at their heart.
What are your predictions for the future of multi-club ownership in women’s football? Share your thoughts in the comments below!
