Bristol City has ambitious plans to become “the destination of choice” for England’s most talented young female players, aiming to have a girl in every England youth team by 2027. The Women’s Championship club has laid out a unique three-year strategy focused not just on on-pitch success, but on cultivating a sustainable model through player development and sales.
Club chairman Gavin Marshall explained to us that they’re not just looking for trophies but are keen on nurturing young talent. “Our goal is to see more players moving up to the England youth teams,” he said. “We believe the recent increases in transfer fees within the women’s game present a real opportunity for us to profit from this growth.”
A key achievement in their strategy was the summer sale of defender Naomi Layzell to Manchester City for a significant fee, which Marshall views as a groundbreaking moment for the club. “Historically, we haven’t been compensated fairly when players left for no fees,” he admitted. “Naomi’s success shows that we can develop players and be rewarded for our efforts. Internally, we’re now focused on finding the next Naomi.”
With this shift in focus, Bristol City has set measurable objectives, including doubling their sponsorship revenue and conducting over 100 community engagements each season. Romaney Pinnock, the club’s first head of women’s football, emphasizes the importance of inspiring young people in their community. “We have a unique opportunity to shape the future for many,” she stated. “We want to redefine aspirations, not just for girls, but for boys and men in our community as well.”
The club also has exciting plans for growing attendance at Ashton Gate, where they share facilities with their men’s team and the Bristol Bears rugby club. Last season, despite relegation from the Women’s Super League, they saw an average attendance of 6,987, trailing only a few other clubs in the league. Moving forward, they aim for a 10% year-on-year increase in season ticket sales and to attract 2,000 new fans annually, including a specific target of 1,000 fans under the age of 12.
To make this happen, players will commit to making at least six community appearances each year. Pinnock believes there’s a significant crossover potential with fans of women’s rugby. “The demographics of women’s sports fans are evolving,” she noted. “By engaging with the community, especially in schools, we can introduce a younger audience to women’s football, cultivating future fans.”
The club is dedicated to delivering more player appearances than any other professional women’s team in the UK and plans to hire additional women’s football specialists to strengthen their organization. Marshall describes their approach as “maverick and progressive,” while on the pitch, the team is currently sixth in the Championship and has secured three consecutive wins under their new head coach, Steve Kirby. By 2027, the results of their off-pitch initiatives will likely serve as a vital case study in the ongoing quest for sustainability in women’s football.
