Capital where it counts: Where clubs should invest for sustainable success in women's football

As investment in women's football continues to increase, the focus is turning to where that money should be directed to deliver lasting impact.

At this year's UEFA Business Case for Women’s Football event, FC Barcelona director of professional sports Xavier O'Callaghan, Club Tigres vice president Carlos Valenzuela and former Norway international Maren Mjelde explored where targeted investment is needed across the women's game.

In an interactive session involving the audience, they considered how investment in infrastructure, staffing and youth development can help clubs balance short-term priorities with long-term sporting and financial sustainability.

Infrastructure enables success

The panellists unanimously agreed that facilities, pitches and training environments provide the foundation for long-term success and player development.

"Infrastructure changes the daily environment of the players," said Valenzuela. "Talent definitely helps you grow faster, but if you don't give the correct structure around it, then your talent is limited."

Mjelde, who won six Women's Super League titles with Chelsea before returning to hometown club Arna-Bjørnar, reflected on the progress made by the women's game while stressing that further investment in facilities will be essential to sustaining it.

"The women's game has been growing for many, many years," she said. "But to take it further, infrastructure is really important. You need the right conditions, and you need people around them to make it possible."

Good facilities, pitches and training environments provide the foundation for long-term successJuventus FC/Getty Images

Great teams need great people behind the scenes

Mjelde's point also highlighted the importance of staffing. Facilities can create the right environment, but clubs still need the people and expertise to make the most of them.

For O'Callaghan, that means investing across the whole operation, from coaches, analysts and medical staff to the commercial and ticketing teams that help make the ecosystem sustainable.

"Investing in staff is crucial – they are not just the people taking care of the players, but those creating the conditions to generate revenue," he said.

Valenzuela highlighted the importance of dedicated expertise for women’s teams, even though it may demand additional expense. There are more than 30 people now working across the sporting and business sides of Tigres Femenil.

"At clubs with both men's and women's teams, it's not valuable to simply bring the men's physiotherapist to the women's team, for example," he said.

Youth development secures the future

The clearest consensus from both the audience and the panel was around youth development, with all three speakers highlighting the importance of creating stronger pathways for the next generation.

Mjelde contrasted today's academy structures with her own experience of growing up without a clear pathway into the women's game.

"It's very important to invest in youth football," said Mjelde. "I didn't have academies or dedicated coaches growing up, but it's the best way to get more talent and grow the game."

The breakthrough of Lexi Potter (right) at Chelsea demonstrates the value of strong youth development pathwaysHarriet Lander/Getty Images

At Tigres, youth development has become central to the club's model.

"I don't think the women's game will only grow by transferring players," Valenzuela said. "You need to have the correct system and the right youth development."

O'Callaghan also highlighted the strategic value of developing players internally.

"When you have homegrown players, they already know the system, they have been trained the way that you want and they have been educated," he said. "It gives you more security because you are not entirely dependent on the transfer market."

The discussion underlined a clear message – long-term success depends on finding the right balance between immediate sporting priorities and the infrastructure, people and pathways that will support sustainable growth.