Expected Goals
by Unofficial Partner
Latest episode
Q&A: Where players want to play, WSL attendances and Brazilian soccer
Q&A: Where players want to play, WSL attendances and Brazilian soccer
About this podcast
Expected Goals leads the business conversation for women's football. It is a must-listen for anyone riding the women's football wave - both those investing in it and those who want to understand the dynamics of the business underpinning it.
It is hosted by journalist and football business analyst Matt Cutler, best known as the writer, producer and presenter of breakthrough sports business podcast documentary The Pirates vs the Premier League, and a rotating cast of co-hosts who have been at the forefront of women's football's growth and commercialisation.
Episodes
The newest 20 of 44 episodes
- Q&A: Where players want to play, WSL attendances and Brazilian soccer · 34 min · Season 4 Episode 8Welcome to the second edition of our fortnightly podcast dedicated exclusively to answering YOUR questions! This week Matt is joined by Adrian Jacob to tackle what league you’d…
- How are majority investments into "decoupled" clubs structured? · 47 min · Season 4 Episode 7Matt is joined this week by Adrian Jacob, Head of Football at World Sevens and former Chairman and Executive Manager at Chelsea Women. And on the agenda is investment and the…
- Q&A: Drinking in seats, betting sponsors and publishing models · 50 min · Season 4 Episode 6Welcome to our new fortnightly podcast dedicated exclusively to answering YOUR questions! This week Matt is joined by Charlotte Thomson tackling whether drinking alcohol in your…
- So then...where's this Lionesses "bump"? · 53 min · Season 4 Episode 5Today's episode of Expected Goals is the first of a new era for the podcast as Matt is joined by the first of his set of new rotating co-hosts. And it is Charlotte Thomson - a…
- Some MAJOR Expected Goals news... · 51 min · Season 4 Episode 4In 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 news you might be expecting!…
- Lots of investment conversations, not many deals - here's why · 52 min · Season 4 Episode 3As 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? They also analyse the English…
- What drives more sponsorship revenue for clubs - standalone or bundled deals? · 51 min · Season 4 Episode 2Off 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, Maggie and Matt compare and…
- The price is WRONG - why WSL tickets are too cheap · 56 min · Season 4 Episode 1Maggie 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 benefit from the Lionesses bump…
- With another "PSR sale", are we entering a new era of autonomy and accountability? · 42 min · Season 3 Episode 7With 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 for this new era of…
- Live from SOOO London: Expected Goals Live! · 1 h 18 min · Season 3 Episode 6This 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 panel of investors and…
- The teams best positioned for WSL structure changes · 47 min · Season 3 Episode 5The WSL has just announced promotion and relegation changes for next season - but which clubs are best positioned to benefit? Maggie and Matt are on the case, also covering what…
- Are minimum standards in the English pyramid too onerous? · 50 min · Season 3 Episode 4In 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 at the FA’s door. Is their…
- Behind the scenes at Chelsea Women and World Sevens · 52 min · Season 3 Episode 3This 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 women’s football series this…
- Is ANOTHER broadcast partner good for UK women's football? · 50 min · Season 3 Episode 2Disney+ has made a move into European women's football by acquiring broadcast rights for the UEFA Women’s Champions League, but is the fragmentation of the media landscape for…
- What Ohanian's Chelsea investment means for other WSL clubs · 60 min · Season 3 Episode 1It'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 since they last…
- Championship crowds doubled; why are WSL attendances down? · 55 min · Season 2 Episode 16Why are Women's Super League attendances going to decline by 10% year-on-year while Championship attendances have doubled? Matt and Maggie have answers as they do a deep-dive…
- Wolves Women and a continued reliance on men's football · 51 min · Season 2 Episode 15Maggie and Matt tackle the really quite strange story of Wolverhampton Wanderers, who narrowly missed promotion to the Championship this weekend but later revealed to players…
- Has London City taken its first step to becoming the best team in England? · 59 min · Season 2 Episode 14London 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 their journey to becoming "the…
- Can the NSL challenge the NWSL's dominance in North America? · 47 min · Season 2 Episode 13No professional women's soccer league has ever existed in Canada - until today that is, with the Northern Super League (NSL) kicking off with six teams across the country. And a…
- Why Chelsea Women COULD legitimately be worth £200m · 54 min · Season 2 Episode 12Much 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 valuation of £200m. Well…
