5 talking points ahead of Women's Super League season as Chelsea defend title

21 September 2023 , 08:00

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Chelsea are the current WSL holders

After a lengthy break for a summer that included the small matter of the Women's World Cup the WSL is less than a fortnight away from returning.

In recent years the top flight of the English game has become the biggest domestic women's football competition in the world. But where does it go from here?

This intriguing post-World Cup season marks something of the end of an era. The current television deal will expire, the FA is preparing plans to let go of the full control it currently has in running the league. And, it was announced on Wednesday, the FA’s Director of Women’s Football, Baroness Sue Campbell will leave her role in the new year.

With the WSL expected to grow in size and stature over the next decade as the sport continues to gain a larger audience, league chair Dawn Airey has a stated aim of becoming a £1Billion women's football league within that timeframe. But how will they get there and what are the key decisions facing those in charge?

Before the new season Mirror Football has taken a look at the key talking points that could end up defining the league for years to come.

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How will 'NewCo' run the league?

The 2023-24 editions of both the WSL and the Championship are set to be the final seasons run by the FA. Both are on their way to becoming full independent, ran instead by what the FA are calling 'NewCo.'

The governing body see it as the next phase of the game that will elevate the league and the growth of women's football in this country. "The FA is running these leagues and has been for five years," says Dawn Airey. "But the FA is a regulator, and we appreciate that a regulator running a commercial league is an unusual thing."

It makes sense for a separate body to push the WSL's commercial potential. But questions remain over whether 'NewCo' will stick with the current structure. Could we see the league expanded to 14 or 16 teams with more fixtures and greater television revenue? That seems inevitable at some stage but the new league chiefs will also need to keep things stable in their first few seasons.

They also need to ensure a gap doesn't grown between the top flight, Championship and rest of the pyramid. The current revenue split of 75-25 per cent (the latter going to the Championship) should be maintained according to Airey, but at some point that split may need to be narrowed further.

Could we see VAR used?

VAR won't be brought into the WSL this season. But it's introduction may not be long away.

VAR has been used in the Premier League since 2019 (Getty)

A controversial issue since it's Premier League introduction in 2019-20, WSL chiefs will be keen to ensure it doesn't become too big a distraction when it does enter the women's top flight. After a trial version was used at Kingsmeadow in Chelsea's pre-season friendly with AS Roma, Campbell and Airey were asked about when we might see it at stadiums up and down the country.

"We've trialled VAR lite, as it's called," expalined Campbell. "Which means less cameras. The reality is the infrastructure isn't there in many of the women's games, so you're talking about a huge investment.

"It will happen. But I can't give you time scale."

More clubs playing at their main stadia, which are already fitted with VAR technology for men's games could help (bar Bristol City every other WSL club has a men's Premier League team) But Campbell believes having it for some games and not others "wouldn't be fair." This means we are still considerable distance away from a blanket introduction across the league. At least fans will still be able to celebrate goals without fear.

Televised WSL matches could be allowed to take place at 3pm on a Saturday afternoon from the 2024-25 season

Who will claim the broadcast rights?

As mentioned, the current WSL broadcast deal with Sky Sports and BBC ends next summer. The contract is believed to be worth around £8million per year.

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That was a record-breaker at the time it was announced, but there will be hopes this can be increased next year. The fresh rights should be on the market before the end of 2023, although league chiefs are aiming to avoid the middle of October when the Premier League will also be looking to negotiate with broadcasters.

"It would be daft to put our rights into the market when they're (the Premier League) in because that's going to get the primary attention, we will go in after," explains Airey.

Dawn Airey, the league chair (centre)

With media rights such a key factor in commercial growth, getting the right deal is pivotal. Sky Sports and BBC will be interested again, but streaming services could also be serious bidders, capable of reaching the younger audience the women's game is keen to capture further. TNT Sports used to hold the rights and may also be tempted to get the WSL back after their summer rebranding.

Earlier this year the FA were also exploring the ending of the 3pm Saturday blackout rule, at least for the women's game, which could present another crucial dynamic in the television rights discussion. Will every game after this season be available on the same broadcaster? Only time will tell.

How many games will we see at larger stadiums?

Last season Arsenal, Aston Villa, Chelsea, Tottenham and Man Utd all made multiple trips to their 'main' stadia, the regular home of their respective men's teams. Man City played at the Etihad once, while both Merseyside derby fixtures were held at Anfield and Goodison Park.

Man Utd played at Old Trafford twice last season (2022 Getty Images)

So will we see it even more this time around? With the likes of Brighton planning more games at the Amex and Arsenal having already committed to five league games at the Emirates, it seems likely. While stakeholders within the women's game realise playing every single league game at such stadiums isn't possible for any club yet, facilities are a hot topic in the game and an adaptable approach from all is needed.

A farcical abandonment between Chelsea and Liverpool after five minutes due to a frozen pitch back in January, only shed further spotlight on the issue. So will the league be able to handle a winter freeze?

"We've looked at all the stadia with the teams and tried to make sure we've got in place contingencies, should we need them," says Campbell.

Will the league remain competitive?

Last season saw a thrilling four-way title fight that ended up with two runners going into the final hurdle. Chelsea ended up as champions for the fourth straight year, but it was a close run thing. Man Utd had broken into the top three and no-one knew until the final half of the season where the Championship was heading.

Rachel Daly with the 2022-2023 Golden Boot award (Photo by Paul Harding - The FA/The FA via Getty Images)

But the top four finished ten points clear of Aston Villa in fifth and although Carla Ward's team, powered by goals from Rachel Daly, will be hoping to close that gap this season, it won't be easy. The two Manchester clubs and Arsenal and Chelsea have the biggest squads and the biggest budgets and a huge effort is required to shift them.

What the league has to avoid is a 'big four' lightyears ahead of the other eight clubs. Campbell realises this potential problem and believes NewCo will ensure this doesn't happen.

"What we don't want it to be is just a few very rich clubs," she says. "And to be fair to the CEOs of those clubs, they don't want it and they've been really good at sitting at the table and saying we recognise the league four isn't going to be sellable to broadcasters and isn't going to be commercially attractive. So we need a league that really is vibrant, everybody gets that."

Jack Lacey-Hatton