In this episode of She Shoots, She Tours: The Deep Dive, Cath Hurley explores the evolving world of sponsorship in women’s football — and why it’s about so much more than logos on shirts. From league-wide partnerships with British Gas and Apple to club-driven collaborations like London City Lionesses’ TOGETHXR, Chelsea Women’s AllBright, and Arsenal Women’s Persil campaigns, sponsorship is now integrated, values-driven, and audience-focused.

Cath breaks down how fans of the WSL are socially aware, culturally fluent, and highly engaged — noticing immediately when a brand is authentic versus tokenistic. She highlights innovative activations that go beyond visibility, including fan experiences, grassroots programs, digital storytelling, and even sun protection campaigns that can connect directly to players’ and supporters’ lives.

The episode also tackles ethical alignment, exploring how partnerships must reflect inclusivity, equity, and social responsibility. Using FIFA’s Saudi Aramco sponsorship controversy as an example, Cath shows how misaligned deals can provoke backlash, while well-chosen brands earn trust, loyalty, and cultural resonance.

Whether you’re a fan, a marketer, or simply curious about the business of women’s football, this episode provides insights into what makes sponsorship work — and how brands can genuinely connect with a smart, values-driven audience. The pitch is wide open, and the audience is watching closely.

This week on She Shoots, She Tours! - The Deep Dive, Cath Hurley takes you inside the high-stakes, behind-the-scenes world of WSL transfers on deadline day. From record-breaking signings to quiet strategic moves, this episode explores everything fans rarely see: legal negotiations, work permits, visa hurdles, homegrown quotas, and the meticulous planning that goes into every transfer.

Cath breaks down how clubs balance international stars with domestic talent, navigate post-Brexit immigration rules, and handle the often overlooked administrative and medical processes that make a transfer official. She dives into contract negotiations, loan strategies, and financial mechanics — including add-ons, solidarity payments, and maternity protections — showing how much thought goes into squad building beyond just paying a transfer fee.

We also spotlight the rising stars of the WSL — young, international, and homegrown players like Zara Kramzar, Issy Hobson, and Toko Koga — to reveal how clubs are shaping the future of women’s football through smart talent pathways and long-term development.

By the end, you’ll see that every Instagram announcement, “welcome to the club,” and late-night deadline deal is just the tip of a complex iceberg of strategy, ambition, and human effort. Cath leaves listeners with a thought-provoking question: are we witnessing the most intelligent era of squad building the women’s game has ever seen?

This week on She Shoots, She Tours! - The Deep Dive, Cath Hurley explores how stadium design shapes women’s football — for players, fans, and the future of the game. This isn’t just about capacity or aesthetics; it’s about belonging, accessibility, and creating spaces where everyone feels valued.

Cath digs into the history of stadiums in women’s football, showing how decades of underfunding forced teams into venues designed for men — from cramped changing rooms to steep stairs, confusing layouts, and inadequate facilities. Using examples from Everton, Chelsea, Leicester, and Brighton, she examines how retrofitted spaces can both help and hinder growth, and why purpose-built stadiums, like Brighton’s planned ground, represent more than infrastructure — they signal respect, ambition, and a commitment to fans and players.

The episode also highlights the WSL’s new best practice guide for stadium environments, emphasizing accessibility, family-friendly spaces, player facilities, and safety as foundations for sustainable growth. Through candid discussion, Cath asks tough questions about scale, atmosphere, and how stadiums can either amplify or erode fan engagement.

For anyone curious about what makes a matchday feel like home, why atmosphere matters as much as attendance, and how design communicates value, this deep dive is essential listening.