Episode Details

Bex Smith, CEO of multi-club women's football ownership group Crux Football, is the next guest in the series, from Leaders and research agency GWI, exploring demographics, attitudes and priorities amongst fans of women’s sport.

GWI’s Director of Research Services Peter Kent joins David Cushnan, to frame up the conversations through GWI’s extensive data on the topic.

In this episode, Smith explains the rationale behind the formation of Crux Football in 2025, and its first two club investments - Montpellier FC in France last October and Sweden's FC Rosengard at the start of this year. The former New Zealand international outlines the ways in which Crux is helping to build the profile and fanbase of the clubs, and delves into some of the specific challenges and opportunities for women's football in France and Sweden.

She also looks ahead at next year's Fifa Women's World Cup, exploring how it can be a catalyst moment for women's football fandom, and explains why Gillian Anderson, along with other high-profile investors, are critical pieces of the jigsaw puzzle as Crux Football continues to evaluate investment opportunities across Europe.

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