Retirement by no means marks the end of the impact women’s football players have on the game. For many it marks the start of a new chapter whether it’s coaching, media or even grassroots football, where their inside knowledge can help open new doors to continue to build and grow the game.
The women’s game has developed rapidly over the past few years, with increasing media coverage, investment and professional development opportunities following the success of the 2022 Euros. While most of the attention is on those on the pitch, too little discussion has occurred regarding retirement for many women in the sport. When asked about their plans for after retirement, many players remain unsure. In the past, retirement often resulted in a complete departure from the game due to a lack of opportunities for athletes to give back to the sport that shaped their careers. However, now retirement represents a new beginning rather than the end.
Retired players are transitioning from the pitch into roles that guide commercial operations and help develop women’s football. Their professional experience gives them credibility and insight which builds their understanding of leadership and commercial roles, potentially growing the game faster. Carly Telford, former England and Chelsea goalkeeper, is now part of the commercial management team at Chelsea. This allows her to utilise her influence and experience to develop women’s football further.
When talking about her role at the club Telford stated:
“To put it bluntly, I am a salesperson. To sell this club and this amazing team to amazing brands and partners who can come in and invest. They can keep us being the best, so we can invest back into our facilities and players.”
Beyond commercial roles, former players are also contributing to coaching, media coverage and growth of grassroots football.
Grassroots football is the foundation of women’s football, crucial to increasing participation and creating stability. Retired players show young girls who look up to their football idols that it’s possible to make it all the way following the pathway of football. Therefore, these former professionals getting involved is crucial for the grassroots community and development. Many former professionals turn to youth coaching, improving standards and focusing on youth confidence, welfare and long-term development.
Former England and Arsenal star Kelly Smith for instance, has remained involved with youth mentoring sharing those direct experiences with young players to guide them both physically and mentally, so not only does she help to coach the senior Arsenal team but also plays a part in grassroots football alongside other past and present players. In addition to coaching, former players also engage with community projects that help deliver football to new generations and help to ensure that girls feel that playing football is accessible to them at a grassroots level.
Due to their experiences in the game, retired players can offer a player centric approach when taking up coaching roles. Former England international and Arsenal defender Casey Stoney demonstrates this pathway, as she evolved from an elite playing career to a high-profile managerial role after retirement. FA Chairman Greg Clarke said:
“While she has shone as a player, Casey has also embraced The FA’s efforts to grow the women’s game, becoming a remarkable ambassador for all.”
Her breakthrough not only helps in shaping team dynamics but also acts as an inspiration for aspiring female coaches.
Media coverage plays a decisive role which shapes people’s perception of the sport, its status and ultimately how it is understood, respected and consumed. The role played by female pundits and commentators who were once footballers brings insights into the sport, which is derived from personal experiences, inevitably improving the standards of media coverage in the sport. Their presence helps to normalise expert female voices in football media, challenging potential gender imbalances within sports broadcasting.
Former Arsenal and England player Alex Scott has become one of the most notable voices in football broadcasting, providing insight and moving the narrative for the women’s game. Karen Carney, former England and Chelsea star, is another who aims to use her platform to break down tactical play by providing insight from her elite level playing experience.
Additionally, those like Izzy Christiansen, former England and Manchester City player, offer insight with the ability to connect with the audience, while bringing an understanding of the intricacies of women’s football. Emma Byrne, former Arsenal and Ireland goalkeeper is another where her unique perspective from her goalkeeping experience adds depth to conversations regarding women’s football as it can be slightly different from the understanding outfield players may have. Each individual insight not only enhances credibility but also ensures women’s football is cemented in the media.
Aside from media coverage, coaching and other business aspects former players can get involved with many players frequently utilising their platforms to advocate for issues such as equality, improved facilities and even player welfare, which relates not only to the current but the next generation as well. Many feel that they can express themselves more on matters that may be controversial or sensitive after their retirement. Having experienced the demands of elite level football themselves, former players often have a player first approach when it comes to advocating the issues surrounding women’s football.
These campaigns led by retired players typically involved equal pay, upgraded facilities and maternity policies that have seen little progress compared to the progress of the men’s game. Megan Rapinoe, the former American International, has now become one of the leading voices for equality and social justice, fighting for equal pay and equal opportunities during her playing career and beyond. Rapinoe and many others stand firm in the belief that pay inequity shouldn’t “just happen.” Her activism demonstrates the powerful impact players can continue to have even after hanging up their boots, inspiring others to do the same and challenge the structures within women’s football.
Retirement marks no end to the impact female footballers can achieve, and many women continue to leave a mark through leadership, mentorship and innovation after retirement. Through various pathways such as coaching, media, commercial roles and advocacy that are created to ensure the experience and expertise of female players continues to benefit the sport. For instance, figures like Carly Telford, who transitioned from being a goalkeeper to commercial leader at Chelsea, demonstrate that even in retirement former players continue to leave an impact on the game.
