Everton sell women’s team in groundbreaking PSR move

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Image credit: Najmi Arif / Shutterstock.com

Everton have transferred ownership of Goodison Park to their women’s team in a strategic play designed to attract fresh investment and boost financial flexibility.

The deal sees Everton Women and the iconic stadium sold to a company controlled by club owner Dan Friedkin. Roundhouse Capital, the investment vehicle used by Friedkin to acquire Everton in December, is now listed as the owner of Everton Women Football Club Limited, according to documents filed with Companies House.

The transaction, which has been ratified by the Premier League as fair market value, will count as revenue in the men’s team’s accounts, helping the club remain within the Premier League’s Profitability and Sustainability Rules (PSR). It also frees up financial headroom to support the club’s broader football operations.

Considering Everton’s recent struggles with PSR, including two separate point deductions in 2023/24, this is an intelligent business decision that is just within the rules.

Capacity at Goodison Park will initially be set at 20,000 for Women’s Super League matches, with potential for expansion. Renovations are already underway to ready the ground for the new season, which kicks off with a Merseyside derby at Anfield on 7 September.

While Roundhouse Capital intends to retain a majority share, the move is aimed at making Everton Women more appealing to external investors, particularly in the United States, where women’s football is experiencing rapid growth.

This follows a similar model to Chelsea, who earlier this year sold an 8% stake in their women’s team to Reddit founder Alexis Ohanian, valuing the club at $491 million (£240m). Both teams are majority owned by American investors.

This marks the first full ownership transfer of its kind in the Premier League and could become a blueprint for other clubs looking to unlock financial value from their women’s teams.

Selling the women’s side creates a smart financial lever for clubs needing to meet PSR regulations or raise funds for transfer market activity.

As women’s football continues to grow commercially, this type of structure could soon become more common across the Premier League and across the other top European leagues.

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Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

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Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

‘We Can Do So Much More’: Players Take Control of the A-League Women’s Future

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Image Credit: One Nil

Professional Footballers Australia (PFA) has launched Ready For Takeoff – The Players’ Vision for the A-League Women, a player-led roadmap outlining the future direction of the domestic women’s competition.

Unveiled on Wednesday at Ultra Football in Melbourne, the initiative places current A-League Women players at the centre of discussion. Elevating the debate around professionalism, sustainability and long-term growth of the league.

The Players’ Vision for the A-League Women – Image Credit: One Nil

The vision, developed through consultation with players across the competition, calls for improved professional standards, greater investment and governance structures that reflect the specific needs of the women’s game. It comes amid ongoing conversations about contract security, season length and the transition toward full-time professionalism.

PFA Chief Executive Beau Busch – Image Credit: One Nil

PFA Chief Executive Beau Busch said players had been clear about the sacrifices required to continue competing in the league.

“We’ve heard from players about the struggle and sacrifices they continue to make to play the game they love, but we can do so much more than this,” Busch said. “A fully professional game here in Australia is crucial to creating the next generation of Matildas, but also to ensure we reach our potential and win a FIFA World Cup.”

PFA Deputy Chair Elise Kellond-Knight and A-League Women players Grace Maher and Dylan Holmes also addressed media, reinforcing the importance of player voices in shaping the future of the competition.

The PFA said Ready For Takeoff provides a clear, achievable framework for the continued evolution of the A-League Women. The initiative urges stakeholders to work collaboratively with players to ensure the league’s growth matches the talent, ambition and momentum of women’s football in Australia.

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