Expected Goals
Episodes
Some MAJOR Expected Goals news...
28 Aug 2025
Contributed by Lukas
In this week’s Expected Goals Maggie and Matt give some exciting updates about the future of Expected Goals - which if you’ve been reading the new...
Lots of investment conversations, not many deals - here's why
20 Aug 2025
Contributed by Lukas
As another major fund to buy women’s football teams launches, Maggie and Matt ask the question: why haven’t we seen any news of deals closing? Th...
What drives more sponsorship revenue for clubs - standalone or bundled deals?
13 Aug 2025
Contributed by Lukas
Off the back of a new NWSL club sponsorship report that found the NWSL’s 14 clubs generated $75 million in sponsorship revenue for the 2024 season, ...
The price is WRONG - why WSL tickets are too cheap
06 Aug 2025
Contributed by Lukas
Maggie and Matt are back! And with the domestic European football seasons less than a month away now, they look at how WSL clubs are looking to benef...
With another "PSR sale", are we entering a new era of autonomy and accountability?
02 Jul 2025
Contributed by Lukas
With Aston Villa reported to have sold its women’s side to ease PSR pressures on the men's team, Maggie and Matt look at the best operating model fo...
Live from SOOO London: Expected Goals Live!
25 Jun 2025
Contributed by Lukas
This week's podcast is a live recording from the Expected Goals Live event at SOOO London on June 19th 2025. It starts with Maggie and Matt hosting a...
The teams best positioned for WSL structure changes
18 Jun 2025
Contributed by Lukas
The WSL has just announced promotion and relegation changes for next season - but which clubs are best positioned to benefit? Maggie and Matt are on...
Are minimum standards in the English pyramid too onerous?
11 Jun 2025
Contributed by Lukas
In this week’s episode Maggie and Matt look at why another club has withdrawn from the pyramid - Barnsley - but this time explicitly laid the blame ...
Behind the scenes at Chelsea Women and World Sevens
04 Jun 2025
Contributed by Lukas
This week Maggie and Matt are joined by a special guest - Adrian Jacob, Head of Football at World Sevens Football. Before joining the global 7 on 7 w...
Is ANOTHER broadcast partner good for UK women's football?
28 May 2025
Contributed by Lukas
Disney+ has made a move into European women's football by acquiring broadcast rights for the UEFA Women’s Champions League, but is the fragmentation...
What Ohanian's Chelsea investment means for other WSL clubs
21 May 2025
Contributed by Lukas
It's the start of a new season - at least for the podcast - and to kick-off Maggie and Matt are giving their take on the big stories that have broken ...
Championship crowds doubled; why are WSL attendances down?
07 May 2025
Contributed by Lukas
Why are Women's Super League attendances going to decline by 10% year-on-year while Championship attendances have doubled? Matt and Maggie have answ...
Wolves Women and a continued reliance on men's football
30 Apr 2025
Contributed by Lukas
Maggie and Matt tackle the really quite strange story of Wolverhampton Wanderers, who narrowly missed promotion to the Championship this weekend but l...
Has London City taken its first step to becoming the best team in England?
23 Apr 2025
Contributed by Lukas
London City Lionesses are in pole position for promotion to the Women's Super League in Michelle Kang’s first full season in charge. What does the...
Can the NSL challenge the NWSL's dominance in North America?
16 Apr 2025
Contributed by Lukas
No professional women's soccer league has ever existed in Canada - until today that is, with the Northern Super League (NSL) kicking off with six team...
Why Chelsea Women COULD legitimately be worth £200m
09 Apr 2025
Contributed by Lukas
Much is being made of Chelsea's "sale" of Chelsea Women to BlueCo, the company owned by the same consortium that owns the club. In particular the valu...
How to make money from hosting games in main stadia
26 Mar 2025
Contributed by Lukas
In the WSL this season, 39% of games to date have been played in main stadia - the primary stadium of the men’s first team - compared to a third at...
Will the new World Sevens shake up the football calendar?
19 Mar 2025
Contributed by Lukas
Formally announced tomorrow, World Sevens is a new women’s club football competition this May that will feature eight clubs from across the world an...
All your WSL closed league questions, answered
12 Mar 2025
Contributed by Lukas
Last week Maggie and Matt talked about the WPL’s proposal for the top two leagues in English football to increase to 16 teams each, supported by rem...
Are the financial arguments for a closed league fundamentally flawed?
05 Mar 2025
Contributed by Lukas
Without doubt the biggest story in women’s football since last week's episode has been the next step in the WPL’s motion for the top two leagues i...
Will Goodison Park's legacy be women's football?
26 Feb 2025
Contributed by Lukas
Off the back of last week’s podcast, Maggie and Matt have been told by various sources that WSL team Everton are planning on building a women’s fo...
How big should a women's football stadium be?
19 Feb 2025
Contributed by Lukas
How big should a women's football stadium be? Maggie and Matt are on hand to try and give you a definitive answer, off the back of recent comments fr...
How new investors will support Durham's growth plans
12 Feb 2025
Contributed by Lukas
Lee Sanders and Mark Donnelly, the driving forces behind English Championship side Durham, are special guests this week. Lee has spent much of his li...
Has the transfer window shifted power from the NWSL to WSL?
05 Feb 2025
Contributed by Lukas
Chelsea signed the best defender to have ever graced women's football, according to Emma Hayes, for a world record transfer fee. Several other high-pr...
Why having B teams in the pyramid can benefit the Lionesses
29 Jan 2025
Contributed by Lukas
There's a consultation out from the English Football Association to allow B teams from Women’s Super League and Championship clubs to play in the Na...
Will Celtic, Rangers and Wrexham soon be in the WSL?
22 Jan 2025
Contributed by Lukas
This week Matt and Maggie discuss the rumpus being caused by news that Celtic and Rangers have been in talks about joining English football, and how t...
The impact of women's football in EA Sports FC
15 Jan 2025
Contributed by Lukas
Happy New Year and welcome to Season Two of Expected Goals. Because you've not heard from Maggie and Matt since before Christmas, in this first episo...
Players or leagues - who's holding the power in women's football?
18 Dec 2024
Contributed by Lukas
This week Matt and Maggie are joined by a special guest, Jonas Baer-Hoffmann, who is the former General Secretary of FIFPro, the representative body f...
Why should the Championship be re-branded?
11 Dec 2024
Contributed by Lukas
With reports that the second-tier league in England, the Championship, is set to be rebranded as the WSL2, Maggie and Matt take a look at the rational...
Is the WSL now a stronger league than the NWSL?
04 Dec 2024
Contributed by Lukas
Are we seeing a popularity and therefore commercial contest developing between the NWSL and WSL? This was suggested in a recent article from Mike Da...
What can football learn from cricket? Live @ Bears Women launch
27 Nov 2024
Contributed by Lukas
This week's episode of Expected Goals was recorded live at Edgbaston, home of Warwickshire County Cricket Club, at the launch of Bears Women on Novemb...
Will women's football suffer from a Twitter exodus?
20 Nov 2024
Contributed by Lukas
Twitter, now known as X, has played an important role in the promotion and growth of women's football across the last decade. So what would an exodu...
Are clubs hosting too many games in "main" stadia?
13 Nov 2024
Contributed by Lukas
With Arsenal having to move their women’s Champions League game against Bayern Munich at the Emirates to make way for a men’s Carabao Cup game, Ma...
How long before Wrexham Women are in the WSL?
06 Nov 2024
Contributed by Lukas
Wrexham's Hollywood owners want its women's team to become "the best in the world". But if they are serious about achieving that lofty ambition, it's ...
Do clubs really not want to get promoted to the WSL?
30 Oct 2024
Contributed by Lukas
This week Maggie and Matt are joined this week by their first ever guest, Polly Bancroft. Polly is currently CEO of Grimsby Town - whose men’s team...
Will booze in the stands benefit women's football?
23 Oct 2024
Contributed by Lukas
With the WPL last week saying they are going to test the waters of dropping the booze ban in the Championship, Maggie and Matt look at whether it’s ...
The Business of Women's Football Shirts
16 Oct 2024
Contributed by Lukas
How big is the market for women’s football shirts, and why is it so complicated to buy what you want? Matt and Maggie are here to explain, and answ...
Are this season's WSL attendances worrying?
09 Oct 2024
Contributed by Lukas
This week Maggie and Matt answer your questions on the merits of closed leagues vs promotion/relegation, and a call to make goals smaller for the wome...
Barclays, Wagon Wheels and the Betting Industry
02 Oct 2024
Contributed by Lukas
The first episode of Expected Goals is here! Join Matt and Maggie as they discuss the mechanics of the new Barclays sponsorship renewal and what it ...
Expected Goals Trailer - COMING SOON!
26 Sep 2024
Contributed by Lukas
Matt Cutler and Maggie Murphy are delighted to introduce you to Expected Goals - a new podcast to lead the conversation for the business of women's fo...