Episodes
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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 currently lie?
How much of a role female footballers should be playing outside of playing to promote the sport?
The tension between giving female footballers the compensation they deserve, and financial sustainability in the club game in particular.
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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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 their own pocket money to support the growth of women's football.
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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Episodes manquant?
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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 - how good the pathways and incentives are for people to become football referees, in particular women.
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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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 taking to the new Bears Women side - covering everything from branding, fan experience, merchandising, leadership and culture.
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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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 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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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, 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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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 planning, and who's going to be holding them accountable.
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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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 in the Championship really don’t want to get promoted to the WSL.
Expected Goals is an Unofficial Partner production.
Get in touch by emailing [email protected]
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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 the women’s team?
Expected Goals is an Unofficial Partner production.
Get in touch by emailing [email protected]
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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 strategy?
Expected Goals is an Unofficial Partner production.
Get in touch by emailing [email protected]
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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 bucking
the trend.
Expected Goals is an Unofficial Partner production.
Get in touch by emailing [email protected]
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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 emailing [email protected]
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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 about the business of women’s football.
Podcasts will be released weekly on a Wednesday morning.
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