The future of women's football in the UK is under threat, according to new research that highlights the significant funding gap between professional and amateur teams. The study found that three quarters of female grassroots players expect to leave their teams or the sport altogether within five years unless fresh funding is found.
The research, published by a leading financial institution, paints a bleak picture of the amateur women's and girls' game. Almost every coach surveyed said their club needs more money, with girls being turned away, missing matches, and dipping into their own pockets simply to play. The old inequalities persist, with two fifths of female players saying their team does not receive the same funding as male sides.
The personal cost of the shortfall is clear, with girls and women spending an average of £212 of their own or their parents' money on essentials such as kit and equipment, transport, and medical treatment. Many are simply going without, with a quarter missing training or matches because their team cannot afford access to a nearby pitch.
The attrition risks undoing the progress set out in the latest women's and girls' strategy, which followed a four-year period in which female participation grew by more than 50%. However, the encouraging news is that Britain's small business community appears ready to step up and provide much-needed support.
Research found that three in five SME leaders would be interested in sponsoring a women's or girls' team, with most recognising the commercial upside. However, SMEs believe grassroots sponsorship costs 35% more than it actually does, estimating £1,144.50 against a real average of £845.
Local businesses have the power to help young players reach their full potential, and potentially go pro. To close the gap, a leading financial institution will match 2,000 business sponsors with grassroots teams in their area and subsidise the cost of kit sponsorship, with each sponsor's name featuring on the front of the team's shirts.
The campaign is fronted by an Arsenal and England forward, alongside a former Lioness, whose Manchester coffee shop will sponsor a local side. "We have built so much momentum in the women's game, but years of progress will quickly unravel if grassroots teams can't access more financial support," she said.
A former Lioness added: "Times are tough for girls' grassroots teams right now, as well as for SMEs. It's amazing to hear how many small businesses want to sponsor the teams that desperately need it, and how many recognise the broader benefits of sponsorship too."
The wider stakes are clear: Sport England's Active Lives research has consistently shown that girls remain less active than boys, and grassroots football is one of the most effective routes to closing that gap. Since 2023, the Kick On campaign has provided more than 15,000 sets of kit to female grassroots players, and aims to double the running total to 32,000 sets this year.
A women's football advocate said: "Our Kick On campaign has uncovered the issues that still remain in the women's game, from body image issues and low self-esteem to unequal pitch access and a lack of female coach role models. We want to help clubs address their funding difficulties through partnerships with local businesses that will hopefully stand the test of time."
For teams that miss out on kit this year, the leading financial institution has produced a free Sponsorship Guide and Sponsorship Proposal Template to help clubs secure backing themselves. UK amateur women's and girls' teams, and business customers, can apply before applications close at 11:59pm on 17 July 2026.
